The account launched with a single, precise idea: to announce the return of Gustav Klimt's The Three Ages of Woman" — the absolute masterpiece of the collection — with a 12-second video revealing the behind-the-scenes arrival of the work, the opening of the crate, the installation in the gallery. Where institutions would traditionally issue a press release or organise a formal event, the Galleria Nazionale chose TikTok. The move was widely covered by national media and immediately established the account as something new in the landscape of Italian cultural communication. In 2021 the account was relaunched with an idea that went further: five young cultural mediators, students at the Accademia di Belle Arti di Roma, became the faces of the Galleria Nazionale on TikTok — making the museum one of the first cultural institutions in the world to integrate the figure of the content creator into its organisational structure. The editorial plan was a fresh and vital mix: interviews with young visitors, collection and exhibition insights, memes and platform-native trends. A language that was fast, layered and entirely conceived for the platform — anticipating digital trends rather than following them, and reaching audiences that museums had never reached before. The result was millions of views — proof that speaking to young audiences is not about simplifying culture, but making it contemporary and alive.