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Admont, the monastery with a library that appears to have been edited in Photoshop – something that is causing a stir on social media Joe Clamart/AFP
“data-title=” Admont, the convent with a library that looks like it was edited in Photoshop – that’s causing outrage on social media – Admont, the convent with a library that looks as if it was edited in Photoshop – and it’s raging on social media Social media services – SAPO 24 “>
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Admont, the monastery with a library that appears to have been edited in Photoshop – something that is causing a stir on social media Joe Clamart/AFP
“data-title=” Admont, the convent with a library that looks like it was edited in Photoshop – that’s causing outrage on social media – Admont, the convent with a library that looks as if it was edited in Photoshop – and it’s raging on social media Social media services – SAPO 24 “>
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Admont, the monastery with a library that appears to have been edited in Photoshop – something that is causing a stir on social media Joe Clamart/AFP
“data-title=” Admont, the convent with a library that looks like it was edited in Photoshop – that’s causing outrage on social media – Admont, the convent with a library that looks as if it was edited in Photoshop – and it’s raging on social media Social media services – SAPO 24 “>
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Admont, the monastery with a library that appears to have been edited in Photoshop – something that is causing a stir on social media Joe Clamart/AFP
“data-title=” Admont, the convent with a library that looks like it was edited in Photoshop – that’s causing outrage on social media – Admont, the convent with a library that looks as if it was edited in Photoshop – and it’s raging on social media Social media services – SAPO 24 “>
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Admont, the monastery with a library that appears to have been edited in Photoshop – something that is causing a stir on social media Joe Clamart/AFP
“data-title=” Admont, the convent with a library that looks like it was edited in Photoshop – that’s causing outrage on social media – Admont, the convent with a library that looks as if it was edited in Photoshop – and it’s raging on social media Social media services – SAPO 24 “>
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Admont, the monastery with a library that appears to have been edited in Photoshop – something that is causing a stir on social media Joe Clamart/AFP
“data-title=” Admont, the convent with a library that looks like it was edited in Photoshop – that’s causing outrage on social media – Admont, the convent with a library that looks as if it was edited in Photoshop – and it’s raging on social media Social media services – SAPO 24 “>
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Admont, the monastery with a library that appears to have been edited in Photoshop – something that is causing a stir on social media Joe Clamart/AFP
“data-title=” Admont, the convent with a library that looks like it was edited in Photoshop – that’s causing outrage on social media – Admont, the convent with a library that looks as if it was edited in Photoshop – and it’s raging on social media Social media services – SAPO 24 “>
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Admont, the monastery with a library that appears to have been edited in Photoshop – something that is causing a stir on social media Samuel Kobane/AFP
“data-title=” Admont, the convent with a library that looks like it was edited in Photoshop – that’s causing outrage on social media – Admont, the convent with a library that looks as if it was edited in Photoshop – and it’s raging on social media Social media services – SAPO 24 “>
Of Benedictine origin, Admont Abbey is approximately 950 years old and located 250 kilometers from Vienna, the capital of Austria.
Currently, on summer days, she tries to take in all the “influencers” or “selfie-hunters” who want to be immortalized among her frescoes and marble floors, à la Disney’s library in “Beauty and the Beast.”
Two of its 23 monks participate in the publication Online Abbey, easily dealing with the concept of “content” and subtleties of theology, in addition to providing “spiritual advice OnlineA virtual tour of the monastery.
“Together with the monks of our house, we were able to transmit content that captivates and arouses people’s interest,” Communications Director Mario Brandmüller told AFP.
The monastery’s Facebook page has 25 million views per month, 2,500 times more than in 2018.
Brandmüller said the library, located in the mountains of central Austria, has become an international attraction, with photos and videos of this 18th-century space being featured on travel and culture platforms in several countries.
Oprah Winfrey’s book club urged its two million members last year: “See the Baroque in Austria and visit the library at Admont Abbey.” The British Daily Mirror confirmed that the site “can rival in beauty the Sistine Chapel of Michelangelo”.
The monastery’s outreach work won the Austrian government award “for its special achievements in the field of public relations and corporate communication”.
But this summer the monastery reached its “organizational ceiling” with 15,000 visitors per month, according to Brandmiller.
The library hall has an area of 70 square metres, containing 70,000 books.
Although opened in 1776, its oldest manuscripts date back to the eighth century and it miraculously survived a fire in 1865 that destroyed much of the city and abbey.
One of the architectural secrets of the library is not open to the public. There is a staircase leading to a reading platform that can only be visited on the virtual tour.
The priest in charge of the group, Maximilian Scheffermüller, 41, says that in addition to researchers and historians, they receive “various requests (…) from people who want to do photography or fashion photography” in their salons.
“You have to be very careful,” said Schiefermüller, “and I’m very strict about what makes sense. After all, it’s a monastery.”
“Hardcore alcohol maven. Hipster-friendly analyst. Introvert. Devoted social media advocate.”
