MoMA: Leading the evolution of art museums in the digital space

It’s twenty years since the launch of moma.org, but the New York art gallery is not resting on its laurels when it comes to its digital presence.

At the Culture Geek conference in London last week (23 June), MoMA’s director of digital content and strategy, Fiona Romeo, revealed how the institution is constantly analysing the way its digital channels are used, discovering what its users want and adapting to the latest advancements and trends in technology.

We’ve reached a point, Romeo said, where almost all encounters with art happen online. This has led MoMA to move beyond the principle use of digital as a marketing tool to using its website and other platforms predominantly to engage people with art.

“My role was to recuperate digital for curatorial,” said Romeo, “so that MoMA’s digital channels are primary spaces for ideas, visual pleasure and engagement.”

Romeo went on to discuss several examples of how the contemporary art gallery has managed to diversify its audience and create ways for online visitors to meaningfully engage with the collection. A starting point was realising that most of the 16 million people who visit the MoMA website are using an artist’s name as the entry point – not an art term or a specific work. This led to a more artist-focused redesign of the website, featuring Wikipedia excerpts and specially commissioned videos for its thousands of artist pages.

A second point was about the evolution of the gallery’s online collection – an ongoing process for many attractions. MoMA is currently compiling a comprehensive online history of almost 2,000 exhibitions dating from 1929 to today, containing numerous artefacts, documents, programmes and exhibition designs, available for the first time later this summer. “This will be a time machine where every MoMA exhibition is equally accessible,” Romeo said.

Another area that MoMA’s digital media department is especially interested in is video, with mobile video the fastest growing platform for engagement with under 35s. One example of this is MoMA’s movement towards screening more film and video artworks online for limited periods – fitting nicely with the fact that museums are “increasingly event-driven”. MoMA also creates “explainers” which are “short, thematic videos with narration which can be found as a standalone playlist on Youtube, or as 60-second versions on Instagram.”

A major area of interest is live video, Romeo said, boosted by the rise of YouTube Live and Facebook Live.

“‘Real live’ is next,” she said. “Live streaming has really started working for us. They are our most successful videos, whether you are judging them by subscribers, shares, likes or minutes watched. Live streaming events drive online attendance and can reach the right audience who will also come and physically visit the museum.

Inspired by Norway’s ‘slow TV’, a recent experiment was a day-long live stream of Pierre Huyghe’s sculpture Reclining Female Nude (2012) in MoMA’s garden. It had an average view time of eight minutes – exceptional for an online engagement.

An upcoming new series also along the lines of ‘real live’ video will include candid footage of artists at work or installing projects at the gallery. “It’s a series of 30-minute live experiences with an emphasis on materiality and detail,” she said. “Viewers literally feel like they have been dropped into the museum and they’re looking over the shoulder of someone at work. The idea is to give unmediated access to the artists.”

digital  online  video  live video  visitors  engagement  art  MoMA  New York  Culture Geek  MuseumNext 
Related stories

New York MoMA unveils revised US$445m expansion plans

Griffin donates US$40m to New York's Museum of Modern Art

It’s twenty years since the launch of moma.org, but the New York art gallery is not resting on its laurels when it comes to its digital presence. At the Culture Geek conference in London last week (23 June), MoMA’s director of digital content and strategy, Fiona Romeo, revealed how the institution is constantly analysing the way its digital channels are used, discovering what its users want and adapting to the
VAT,AAC
MoMA live streamed a day of footage of Pierre Huyghe’s sculpture Untilled (Liegender Frauenakt) [Reclining Female Nude], 2012 / MoMA
More news
News stories: 1 - 30 of 7011     
 
 
 
News stories: 1 - 30 of 7011     
 
 
 
company profile
Company profile: Polin Group
Market leader in design, manufacturing and installation of waterslides and water leisure developments.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
features
Mikyoung Kim created a sculptural fog fountain for Chapel Hill
Mikyoung Kim
"Nature isn’t rigid. It’s open-ended; that’s its beauty"

The Boston-based landscape architect on blending art and science to design creative spaces that bring communities closer

The Richmond BridgePark plan proposes repurposing an old bridge to create a pedestrian and cycle pathway
"Infrastructure is the manifestation of our collective investment in the functioning of our urban places"

FromLA'sRiver Projectto thetransformationof NewYork’s Erie CanalBuro Happold'sAliceShay explores some of the world's mostinnovativeadaptivereuseprojects

features
Interview: Dror Benshetrit and Di-Ann Eisnor
Dror Benshetrit and Di-Ann Eisnor will head up the team
"We will work to fuse nature, design, technology, and community in our cities in order to measurably improve the lives of citizens"

High profile design hirings for the We Company

Cucinelli announced his intention to landscape the area around Solomeo into three parks in 2014
"It would be great if today’s men left as a legacy for the future some architectural and humanistic monuments for the next hundred, three hundred, one thousand years"

BrunelloCucinelli has madehisfortune from cashmere and has used hiswealthto restoreandrevive theItalian hamlet he callshome. Wefindout more

A large sheltered, open air canopy is key to the design. It will host a variety of activities
"Like other cultural institutions, libraries provide something that the internet cannot: genuine human interaction"

How excitingnewprojects arechanging theface oflibrarydesign

features
Populous’ Christopher Lee has designed more than 30 stadia across five continents
"Our new stadium and wider scheme has been developed to deliver an unrivalled fan experience and significant benefits to our local community. We want to make this venue a world class sports and entertainment destination for everyone, in our birthplace of Tottenham - Daniel Levy, Tottenham Hotspur FC chair "

Tom Walker exploresthe storybehind TottenhamHotspur’sgroundbreakingnew footballstadium

Marble and bronze create a “sense of masculinity,” said Fu
Fu has a masters in architecture from Cambridge University
"I wanted to go deeper than the stereotypical concept of lanterns, junks and temples"

Drawing on his childhood memories for the St Regis Hong Kong

cladkit product news
Baux creates plant-based acoustic panels
Baux has worked with scientists from the Royal Institute of Technology to create Baux Acoustic Pulp, a plant-derived acoustic solution
Lauren Heath-Jones
Baux, an acoustic products brand based in Sweden, has developed a line of biodegradable acoustic panels, using a plant-based material ...
BD Barcelona Design reveals Cristallo by the late Alessandro Mendini
Cristallo was the last design from acclaimed designer and architect Alessandro Mendini
Lauren Heath-Jones
Design Studio BD Barcelona Design has released Cristallo, a limited-edition cabinet designed by the late architect and designer Alessandro Mendini, ...
Tom Dixon Studio to relaunch iconic Pylon chair
Pylon was first designed more than 20 years ago
Lauren Heath-Jones
Originally conceived in his metal workshop in the early 90's, the Pylon chair was Dixon's attempt to create the world's ...
cladkit product news
Volvo partners with Reef Lab Designs to encourage ocean biodiversity
The tiles are made from marine-grade concrete and recycled plastic fibres
Lauren Heath-Jones
Car manufacturer Volvo has partnered with the Sydney Institute of Marine Science and Reef Design Lab to create an environmentally-friendly ...
Paul Kelley pushes 'technical boundaries' with modular furniture cube system
The system is designed to enable users to create multifunctional, adaptable pieces, where they are in complete control of the design and function of their furniture
Lauren Heath-Jones
British designer Paul Kelley has created a modular magnetic cube furniture system that enables users to create multifunctional, adaptable pieces, ...
Crown overhaul changing rooms at Saunton Sands spa
Crown Sports Lockers installed rain of Nebraska Oak clothes lockers with RFID Digilocks in the changing rooms
Lauren Heath-Jones
Saunton Sands Hotel in Devon, UK, has completed a £2m expansion of its spa and wellness facilities. The upgrade included ...
cladkit product news
Duravit launches Tempano shower trays
The Tempano trays feature a state-of-the-art design that combines a linear slope with a high drainage rate
Lauren Heath-Jones
Duravit, a Germany-based bathroom fixtures company, has launched Tempano, a series of easy-to-install shower trays for the home. Available in ...
Alusid's Sequel collection combines craftsmanship and sustainability says founder
The Sequel collection is billed as the 'most waste-efficient and sustainable' on the market
Lauren Heath-Jones
Alusid, a creator of eco-friendly surfaces, has partnered with Parkside to launch the Sequel range, the brand's first collection of ...
Mater partners with Ditzel family to create eco-friendly furniture using reclaimed plastic
The furniture uses plastic from recycled fishing nets
Lauren Heath-Jones
Mater, an ethical design brand based in Denmark, has launched a furniture collection made from plastic reclaimed from the ocean. ...
x
Sign up with CLAD for regular news updates