1 OFFERING CONTEMPORARY ART IN A CLASSICAL ART INSTITUTION: HOW DO VISITORS REACT? A LOUVRE MUSEUM CASE STUDY Fabrice Larceneux* Researcher at CNRS DRM, Université Paris Dauphine Place du Maréchal de Lattre de Tassigny. 75016 Paris. France. Mail : fabrice.larceneux@dauphine.fr Florence Caro Former Deputy Chief of Studies and Research Department. Musée du Louvre. France. Anne Krebs Head of Studies and Research Department Musée du Louvre. France.