pressvisningar

Pressvisningar are media previews organized by cultural institutions, museums, galleries, organizations, or companies to present upcoming exhibitions, collections, or products to journalists before they are open to the public. The purpose is to provide context, highlight key works or items, and generate advance media coverage. Pressvisningar can also offer opportunities for interviews with curators, directors, artists, or designers.

Typical format includes a guided tour or presentation, often led by a curator or spokesperson, followed by a Q&A. Presentations may include slides, highlights from catalogues, or expert commentary. Pressvisningar are frequently accompanied by press packs containing press releases, high-resolution images, fact sheets, and practical information. In some cases, there may be embargo provisions that restrict publication until a specified date or opening.

Attendees are usually members of the media—journalists, critics, broadcasters, and sometimes influencers or bloggers—invited by invitation or RSVP. Photography and filming policies vary by venue and event; attendees may need to adhere to guidelines or obtain permission for certain content. Accessibility to pressvisningar is typically selective and not open to the general public at the time of the preview.

In practice, pressvisningar help secure advance attention, inform critical discussion, and provide media-ready material ahead of an opening or launch. They are common in museums, galleries, fashion houses, film studios, and other domains that regularly introduce new work or collections.