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Explore the Changing Face of Museums and Art

August 17, 2016

Museums, cultural experiences, and artistic expressions affect the ways that we perceive our world. Four organizations in particular—North Carolina Museum of Art, Art Basel in Miami, National Building Museum, and The High Museum of Art—are challenging the traditional definitions of art and museums.

Outside the Box.

Instead of creating another building, the North Carolina Museum of Art in Raleigh is rethinking the traditional “sculpture garden" with green space. The museum aims to unify the idea of museum and park with its planned $13 million space on its abundant 164-acre campus. Directors say it’s a move to connect people with a social experience outside the four walls of the museum. GO: ncartmuseum.org

Boundary Breaking.

In December, visit America’s Art Basel in Miami. See contemporary 20th and 21st century works from the world’s leading artists—with more than 200 galleries displaying works from over 4,000 artists. During the annual fair, the city teems with art and installations that push boundaries in unique ways. One year the word "LOVE" was written in the Everglades and visible only by plane. GO: artbasel.com/miami-beach

Fresh Perspective.

Visit a room full of crystallized wonderland at the National Building Museum in Washington, D.C. Experience what it’s like to move among—and swim under—icebergs. On exhibit through early September, the installation (by the firm behind New York’s High Line) will recreate the experience of walking among moving, shifting glaciers in rough Arctic seas—offering a unique view of this at-risk landscape. GO: nbm.org 

Tech-Fashion Overlap.

High Museum of Art showcased tech and fashion this spring—but not just any fashion. The Atlanta museum showcased one artist’s wearable sculptures, all 3D printed haute couture. Dutch designer Iris van Herpen’s Transforming Fashion exhibit is just the beginning of blended technology and fashion. GO: high.org and metmuseum.org

Rethinking Your World

As art museums and artists compete for attention—and seek to engage their changing audiences—they’re rethinking the visitor experience. Taking a cue from their approach, perhaps it’s time to creatively rethink the customer experience for your business. For example:

> Explore the consumer journey. Delve into their points of discomfort, where they’re moved to action. Examine how they interact with your business. Focus on key points of contact and how you can improve those experiences.

> Transform from passive to active. Look for ways to inspire your customers. Shift them from passively using your product or service to proactively promoting your brand with positive reviews and feedback. Encourage them to submit reviews were appropriate. Ask them for suggestions at various points within the customer experience, The key is to keep interacting, thereby fostering ongoing relationship.