MW17 Closing plenary: Creating the Visitor-centered Museum
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A rare opportunity to come full circle: 10 years ago I presented about an interpretive evaluation that showed that even if our digital interpretive resources made a huge difference for those who used them, most visitors didn't. For five years I've been researching and co-writing a book on innovative museums that use more holistic ways of reaching their visitors. Here's the presentation I gave. (I was followed by Merilee Mostov, Director of Inclusive Interpretation at the Columbus Museum of Art--one of our ten case study museums.)
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MW17 Closing plenary: Creating the Visitor-centered Museum
- 1. Creating the Visitor-Centered Museum Closing Plenary • Museums & the Web 2017 Cleveland • Saturday, April 22, 2017 Peter Samis
- 2. It all started at MW… 10 years ago!
- 4. When I got to this point I knew I might be in trouble.
- 5. Fast forward ten years.
- 6. Are we forcing this person to take out his or her phone?
- 7. Too often, museums see technology as a way to sidestep… the larger issues we’re not prepared to face.
- 8. Answer The Big Questions • Why would anyone make this? • What’s it doing in this big important museum? • (aka: What’s remarkable about it?) • What does it have to do with the other works around it? • What would I be doing if I made this— or were in this historic person’s boots? In a word: Why should I care?
- 9. That was a question we set out to find answers to… • 10 sites nominated by colleagues as innovators in the field • Mainly art museums, with some history and multi-disciplinary museums (e.g., OMCA) • Site visits followed by in-depth conversations with museum leadership and creative staff • Case studies from the USA and Europe Co-written and co-researched with Mimi Michaelson, Ed.D.
- 10. Detroit Institute of Arts, Michigan
- 11. Detroit Institute of Arts, Michigan Analog didactics that explain what’s special about the works Richard Long, Stone Line
- 12. A video projection that sets the table for French decorative arts.
- 13. Ruhr Museum, Essen, Germany
- 14. Ruhr Museum, Essen, Germany Arresting visual design that also tells a story
- 15. Columbus Museum of Art, Ohio
- 16. Columbus Museum of Art, Ohio Connectors “Wonder Room” creativity studio for kids and families The museum has produced jigsaw puzzles based on the art “Any strategy that connects people to the art, besides the art itself.” –Merilee Mostov More family activities in the Impressionist galleries
- 17. Oakland Museum of California California Portrait Gallery: Draw Yourself
- 19. Denver Art Museum, Colorado
- 20. Denver Art Museum, ColoradoKids Bingo Treasure Hunts… Maker Spaces… Seating, journaling, music
- 21. Kelvingrove Gallery and Museum, Glasgow, Scotland
- 22. Kelvingrove Gallery and Museum, Glasgow, Scotland Teen interactives
- 23. Minnesota History Center, St. Paul
- 24. Prototyping to make sure they get it right. Minnesota History Center, St. Paul
- 25. Van Abbe Museum, Eindhoven, The Netherlands
- 26. Van Abbe Museum, Eindhoven, The Netherlands Role Playing for Adults… Gallery Guides as Game Masters
- 27. City Museum, St. Louis, Missouri
- 28. City Museum, St. Louis, Missouri Immersive Experience… Thrills & Wonder
- 29. Museum of Contemporary Art • Denver
- 30. Museum of Contemporary Art • Denver Stretching the bounds of normal behavior in mind and body Art Meets Beast
- 31. Two takeaways from our research 1. Visitor-centered innovation goes hand-in-hand with museum change. 2. “We have to keep reevaluating: Who’s our audience and what do they need from us?” For a visitor-centered museum, these questions are the starting point of all museum business.
- 32. Merilee… what have you learned at CMA?
Notas do Editor
- It’s so handy to have 16:9 double-wide slides!
- Of course, not everyone avails themselves of the audio experiences we offer—no matter how illuminating and enjoyable they might be. In fact, most digital resources reach only a fraction of our audience. Which raises the question of what we’re doing for everyone else.
- We’re all familiar with wall labels, but at Detroit, they add levels of depth by using conspicuous signage and easy-to-read laminated booklets right near the artworks they treat. Highlights and captions on the panel in the left hand picture help guide the visitor’s eye to especially significant parts of the painting.
- And they project a film on a tabletop so you may vicariously experience a fabulous French banquet from the 18th century that uses the very same silver and porcelain dishes on display in the gallery. It brings the gallery to life—and gives us a seat at the table.
- Here is a history and culture museum that took its cue from art museums: note the simple, spare display, presenting each artwork in isolation, evocatively lit: on the left a black lung taken from a miner in this district, on the right a set of beer bottles. The museum knows that objects presented like this have their own visual power; they also know to tell a story on the side of each case that personalizes the object inside and delivers a message.
- Some of the museums in the book are in heartland cities that don’t receive many tourists. They must find ways of connecting with their local community so families come back again and again.
- At the OMCA, a digital drawing station enables visitors to make self-portraits, which are then displayed among the portraits from the collection on two screens, part of a constantly changing array of faces. For me, two messages emerged: all the decisions involved at every point in making my portrait—and that each and every one of us belongs in this museum.
- Denver has been a pioneer in visitor-centered innovation back to the 1980s. They tick all the boxes—as Melora has discussed. Here’s just one: Wild West-themed Bingo cards that are unobtrusively displayed in a pocket on the wall, and immediately give kids a treasure hunt and a mission in the gallery.
- This is quite outrageous. A nineteenth-century painting by John Pettie has been outfitted with a touchscreen kiosk targeted to teens that updates the courtship theme in today’s terms: should she go for the rich city slicker or the farmer’s son living in Glasgow on a student budget, who aspires to be a veterinarian?
- The Van Abbe Museum is trying to re-invent how people relate to museums. In this case, Gallery Hosts became “Game Masters” and helped people retrace their itinerary though the galleries, helping them to distill some insights from their visit. On the right, a cartoon by Dan Perjovschi that shows that no matter how many people may work in a museum, it often feels faceless and monolithic.
- A few museums are sites of wonder, creativity and play. City Museum—really an artist’s vision of a 10-story playground—is one of them. Those are kids crawling through aerial tubes in the heart of the city. City Museum also has a 10-story slide.