After conducting a survey of young people aged 17 to 25 in October and November 2023, the Mart shared the results with one of its project partners: the LABA Academy of Fine Arts. The data that emerged from the survey provided much food for thought on how young people perceive art museums and how they imagine the museum of the future.  Key words, impressions and prevailing opinions were identified from more than 500 questionnaires.

LABA's Graphic Design and Multimedia course, led by Professor Eugenio Debegnak, was given the task of reworking these suggestions and information to develop a communication campaign designed by young people, for young people. The co-design process between LABA and Mart involved sharing of the results of the questionnaire, selecting the many proposals submitted by the students, and subsequently refining the idea that received the most support.

The campaign aims to dispel museums' reputation as a "boring" place and counter the stereotypes revealed by the questionnaire through irony and a simple and immediate language in line with young people's slang.

The project is based on original lettering work featuring eight claims, with captions explaining their meaning.  The words of the slogan were hand-drawn and then digitised in vector format to ensure uniqueness and strong visual impact.  The colours chosen reflect those of the Mart's logo, ensuring immediate recognisability even for a campaign that deliberately avoids institutional language.

This unprecedented look at the museum took the form of posters, which were then displayed in an exhibition in the Mart's foyer; postcards, used to invite people to engage with the museum; and t-shirts, worn during the presentation of the project by LABA students.

At the UTOPIA event - a preview of the Poplar university festival hosted at the Mart - the campaign was able to reach a wider audience, mainly composed of young people.  The postcards were distributed to visitors who were invited to leave a message on a dedicated notice board.

The answers to the question What do you think of Mart? flooded the corner designed by LABA, sparking a dialogue that captured the spirit of The Floor is Yours: Mart gave the floor to the public, welcoming the views of the new generations.