SOMETIMES less is more. These are just some of the beautifully shot short videos just launched to promote the rich art, heritage and culture of Madeira.

Each film is just ONE MINUTE long, and features an object, artwork or exhibit chosen by museum curators to help tell a story about the island’s past.

In all, thirty videos have been filmed under the AP_ARTE banner, produced by Vinco Films, and are now appearing on a number of official tourism and museum sites.

The subjects range from religious artefacts to intriguing industrial devices, from clocks to contemporary art, and include paintings, sculptures and textiles.

Some of my favourites are videos of beautifully crafted equipment at the Madeira Photography Museum, in Funchal, including a camera, magic lantern, and a stereoscope.

Atelier Vicente’s is the oldest photography studio in the country, with an estate that dates back to the 19th century, and became a museum in 1982 with a wide range of exhibits alongside an important archive of around four million pictures.

Locations for the shoots included the Convent of Santa Clara, the Casa das Mudas contemporary art museum, the Madeira Ethnographic Museum, the Universe of Memories, the Frederico Freitas House Museum and the Quinta das Cruzes Museum.

The project has been carried out under the auspices of The Madeira Promotion Bureau, the Regional Secretariat for Tourism and Culture, and the Regional Directorate for Culture “to disseminate and promote Maedeira’s rich cultural heritage”.

“These artefacts have been carefully selected based on their historical and heritage importance, as well as their relevance to Madeira’s cultural identity,” say the organisers.

“Each video, in addition to describing the featured artwork, also provides a unique insight into the cultural space where it is housed, highlighting its contribution to the cultural richness of the region.

“Through this initiative, viewers are invited to explore and appreciate the diversity of Madeira’s heritage, thus enriching their cultural experience.”

The videos are available for viewing at Visitmadeira.com – I suggest you search ‘AP_ARTE’ – on social networks visitmadeira and visitmadeiraevents, and on the Cultura Madeira SRTC YouTube channel.

They’re also appearing on the Cultura Madeira portal, on individual museum sites, and two are being showcased each week on the Regional Directorate of Culture Facebook page. For general travel and tourism advice about Madeira see Visitmadeira.com.