The Italian city of Turin completed an experiment in art promotion that might well give ideas to other cities. On the Via Roma (Turin's Fifth Avenue), 240 shopkeepers agreed to exhibit paintings and sculptures in their windows along with their regular wares. Italy's top artists were invited to participate, and almost all of them did. In two weeks, some 600,000 people, many of whom had never set foot in an art gallery, saw the show. They bought 70 paintings, at prices ranging from 30,000 to 1,000,000 lire.
There were minor hitches. Some shopkeepers demurred at showing abstractions, gave in when they learned...
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