Lapidarium is a monumental sculptural work by Mexican artist Gustavo Aceves, which was installed at important historical sites across Rome from September 2016 – January 2017. This evolving work, comprised of 40 individual sculptures is unprecedented in scale and ambition.
The project was Aceves’ powerful response to the European migrant crisis, one of the most pressing and divisive issues of modern times. Aceves portrayed the catastrophe within a long historical context, each sculpture representing a moment in time from the ancient history of diaspora. A testament to the unsettled times we live in, Lapidarium is a reminder that forced migration has been played out with brutal ferocity to countless peoples, from the Jews, Armenians and Kurds in recent history, to the thousands of migrants currently fleeing civil war and persecution from the Middle East and Sub-Saharan Africa.
An impressive media campaign was carried out by Paget PR to promote this exceptional project. Several major broadcast features were garnered from Reuters, Notimex and Associated Press who visited Rome and interviewed Aceves whilst Lapidarium was being installed, reaching out to an estimated 36 million viewers.
Substantial previews were secured in Newsweek and 1843, who described the 'sheer scale of the endeavour as astounding'. Cristina Ruiz from The Art Newspaper spoke to Aceves on the eve of the unveiling of Lapidarium, about his inspiration and motivation for making this remarkable work.
Tom Kington from The Times referred to Lapidarium as 'giving the city back the kind of monumental statuary it has not seen since the days of capital Rome’, whilst Hannah Ellis-Petersen from The Guardian noted that 'never before has permission been granted for new artworks to stand among these ancient ruins'.
Paget PR secured a notable online outreach, estimated at over 751 million. This included pieces in Vogue Mexico, Blouin Artinfo, Forbes Mexico, GQ Mexico, Il Giornale dell’arte, Corriere della Sera, CNN Greece, Daily Mail, La Reppublica Roma, Ansa Cultura, US News, Sky Arte and La Jornada.
Coverage was global and extended across 12 countries including as far as Argentina, Columbia, Mexico, Thailand and USA. With over 120 separate pieces of editorial, the total circulation achieved in the campaign was over 780 million.