MoMA Atlantic/Pacific
Experiential, Curation, Design, Content
Client: Museum of Modern Art
MoMA Atlantic/Pacific was a multi-week campaign that explored the relationship between Art, Museum Membership, Advertising, and Public Space. In collaboration with the MoMA's in-house exhibition design team headed by Julia Hoffman, we developed an integrated experiential campaign in Brooklyn's 2nd largest subway station (seeing more than 10,039490 passengers annually) for more than 6 weeks.
Concept
We used the language of exhibition by replacing all the advertising placements in the brooklyn Atlantic/Pacific subway station with works from the MoMA's permanent collection. By leveraging the frequency and repetition of station visitors we developed a multi-stage campaign that surprised subway goers with the value of museum membership and eventually questioning the idea of art itself.
Opportunities and Challenges
You want to do what? We wanted to create a virtual MoMA experience within the Brooklyn Atlantic/Pacific subway (a newly renovated terminal), for the presentation of the MoMA's permanent collection recreated on high quality vinyl. We went though a vigorous evaluation and approval process to double the amount of available ad placements in the subway station. We needed to formulate an approach and response to possible theft and graffiti. We had to make our limited budget scale while keeping the quality levels associated with the MoMA brand.
Experience Design
MoMA Atlantic/Pacific needed to be an authentic MoMA experience. We started by auditing the available visual inventory and setting aside appropriate visual space for branding and exhibition signage as well as way-finding, giving subway goers maps and information on where art pieces were located.
The first week was a teaser campaign driving subway goers to a website announcing the program. On the second week the station was filled with more that 50 works or art from the permanent collection, complete with an audio tour facilitated by mp3's as well as an 800 number that could be called from public telephones within the station. Street teams handed out MoMA subway maps that were redeemable as free entry to the MoMA on 52nd Street.
Technology
A website was created that encouraged the public to take photos and tag them on flickr, the website afforded the download of MP3's with audio guides, a 3d fly-through of the station was created so that the MoMA's audience abroad could imagine the spectacle, and a sophisticated IVR system was implemented that was available via an 800 number that could be used from pay phones within the station that gave information on the project and connected callers to the membership department.
Results
The program overall was received positively and created attention and interest from a desirable demographic for the Museum. At the time of the campaign, the MoMA received record attendance at its primary location. The campaign itself was mentioned in the New York Times and popped up on New York Magazine's approval matrix as brilliant.
Controversy
Upon the final weeks of the exhibition the campaign was mashed-up by the venerable POSTERBOY. The resulting media attention was confused by accusations of complicity, however the campaign gained a third wind of press coverage and interest from the street art community, mass media publications, and art blogs. The resulting coverage was global in nature receiving more that 175 media requests in a single day.
In the quest for interesting: UNBEIGE said: "one of those rare instances where something labeled “viral” is genuinely interesting."
Doug Jaeger served as creative director on this project in collaboration with MoMA's Julia Hoffman while he was Founder / CEO of thehappycorp global.
For more information and links, visit us at JaegerSloan
Experiential, Curation, Design, Content
Client: Museum of Modern Art
MoMA Atlantic/Pacific was a multi-week campaign that explored the relationship between Art, Museum Membership, Advertising, and Public Space. In collaboration with the MoMA's in-house exhibition design team headed by Julia Hoffman, we developed an integrated experiential campaign in Brooklyn's 2nd largest subway station (seeing more than 10,039490 passengers annually) for more than 6 weeks.
Concept
We used the language of exhibition by replacing all the advertising placements in the brooklyn Atlantic/Pacific subway station with works from the MoMA's permanent collection. By leveraging the frequency and repetition of station visitors we developed a multi-stage campaign that surprised subway goers with the value of museum membership and eventually questioning the idea of art itself.
Opportunities and Challenges
You want to do what? We wanted to create a virtual MoMA experience within the Brooklyn Atlantic/Pacific subway (a newly renovated terminal), for the presentation of the MoMA's permanent collection recreated on high quality vinyl. We went though a vigorous evaluation and approval process to double the amount of available ad placements in the subway station. We needed to formulate an approach and response to possible theft and graffiti. We had to make our limited budget scale while keeping the quality levels associated with the MoMA brand.
Experience Design
MoMA Atlantic/Pacific needed to be an authentic MoMA experience. We started by auditing the available visual inventory and setting aside appropriate visual space for branding and exhibition signage as well as way-finding, giving subway goers maps and information on where art pieces were located.
The first week was a teaser campaign driving subway goers to a website announcing the program. On the second week the station was filled with more that 50 works or art from the permanent collection, complete with an audio tour facilitated by mp3's as well as an 800 number that could be called from public telephones within the station. Street teams handed out MoMA subway maps that were redeemable as free entry to the MoMA on 52nd Street.
Technology
A website was created that encouraged the public to take photos and tag them on flickr, the website afforded the download of MP3's with audio guides, a 3d fly-through of the station was created so that the MoMA's audience abroad could imagine the spectacle, and a sophisticated IVR system was implemented that was available via an 800 number that could be used from pay phones within the station that gave information on the project and connected callers to the membership department.
Results
The program overall was received positively and created attention and interest from a desirable demographic for the Museum. At the time of the campaign, the MoMA received record attendance at its primary location. The campaign itself was mentioned in the New York Times and popped up on New York Magazine's approval matrix as brilliant.
Controversy
Upon the final weeks of the exhibition the campaign was mashed-up by the venerable POSTERBOY. The resulting media attention was confused by accusations of complicity, however the campaign gained a third wind of press coverage and interest from the street art community, mass media publications, and art blogs. The resulting coverage was global in nature receiving more that 175 media requests in a single day.
In the quest for interesting: UNBEIGE said: "one of those rare instances where something labeled “viral” is genuinely interesting."
Doug Jaeger served as creative director on this project in collaboration with MoMA's Julia Hoffman while he was Founder / CEO of thehappycorp global.
For more information and links, visit us at JaegerSloan
