Fury in the networks over the abbey library that is «more beautiful than the Sistine Chapel»

The ancient monasteries in the inland provinces of Austria do not usually arouse the interest of the older generation. TikTok.

But Admont Abbey Library in the state of Styria, which claims to have the monastic library largest in the worldis also the most Instagrammable, with baroque interiors so imposing they appear to have been treated with Photoshop.

The almost 950-year-old Benedictine abbey, 250 km from Vienna (AFP).

«Go baroque in Austria and visit the library of Admont Abbey,» urged the Austrian book club last year. Oprah Winfrey to its two million members.

The British newspaper Daily Mirror gushed that the site «can compete in beauty with Michelangelo’s Sistine Chapel.»

It has 25 million visits per month on Facebook and 15,000 in person (AFP).

The Benedictine Abbey of Casi 950 years old250 km from Vienna, now struggles on some summer days to serve all the «influencers» and «selfie» seekers who want to immortalize themselves among its frescoes and marble floors reminiscent of the library from the film Disney’s «Beauty and the Beast.»

Two of its 23 monks participate in the online promotion of the monastery, and handle the concept of «content» with equal ease as the subtleties of theology, going so far as to offer «online spiritual advice.» They also offer a virtual tour of the abbey.

«We have managed, with the monks of our house, to transmit content that captivates and interests people,» said communications manager Mario Brandmueller.

The library hall, 70 meters long, has 70,000 books (AFP).

The abbey’s Facebook page has 25 million visits per month2,500 times more than in 2018.

«Go Baroque in Austria and visit the Admont Abbey Library,» Oprah Winfrey’s book club urged its two million members last year (AFP).

Far from being a local gem in the mountains of central Austria, it has become a international attraction, said Brandmueller, with photos and videos of the 18th-century library featured on travel and culture platforms in dozens of countries.

The abbey’s promotional work earned an award from the Austrian government for «special achievements in the field of public relations and institutional communication.»

Thousands of visits and 70,000 books

But this summer, the monastery reached its «organizational limits» with 15,000 visitors per monthaccording to Brandmueller.

The library room, 70 meters long, has 70,000 books.

Although it was opened in 1776, its oldest manuscripts date back to the 8th century (AFP).

Although it was opened in 1776, Its oldest manuscripts date back to the 8th century and were miraculously saved from a fire in 1865 that damaged much of the town and the monastery.

One of the hidden architectural gems is a staircase that reaches a reading platform, but it is only accessible to the public in the virtual visits.

The British newspaper Daily Mirror gushed that the site «can compete in beauty with Michelangelo’s Sistine Chapel» (AFP).

Father Maximilian Schiefermueller, 41, in charge of the archives, said that in addition to researchers and historians, they receive «various requests from people who want to do a photo or fashion shoot» in their salons.

«You have to be very careful, and I am very strict in evaluating what makes sense. After all, it is a monastery,» he said.

AFP Agency.

GML