Visitors to Fondation Beyeler were offered free entry for one day to a major exhibition dedicated to Paul Cézanne — provided they arrived wearing swimwear.

The unusual action allowed guests to access the exhibition at no cost, saving the standard €27 admission fee, as part of an initiative aimed at creating a more playful and engaging dialogue between art and audiences.

According to reports, some visitors fully embraced the concept, arriving barefoot, wearing swimming caps and relaxing in the museum’s garden under the sun, blurring the line between exhibition and performance.

The promotion was linked to Cézanne’s celebrated “Bathers” series, which explores the relationship between the human body and nature, depicting nude figures integrated into landscape settings.

Museum officials said the initiative was designed to inject humour and a sense of freedom into the visitor experience, while encouraging a more direct and personal connection with the artwork.

The Cézanne exhibition at Fondation Beyeler is set to run until May 25, drawing international attention not only for its artistic significance but also for its unconventional approach to audience engagement.

The move reflects a broader trend among cultural institutions experimenting with new ways to attract visitors and make art more accessible in an increasingly competitive leisure landscape.