We’re not entirely sure how we feel about this editorial, but it’s worth reading, so we’ll let you decide. (think of it as a little “free will” break from us telling you what to think). In part responding to the current battle going on at the Whitney, expansion vs. moving, the Atlantic‘s Kyle Chayka has penned the piece “Are Fine Art Museums the Next Starbucks?” The quick synopsis of his argument is that expansion and constant focus on real estate land grabs (see: the Guggenheim, the MoMA‘s new tower, etc.) can run museums dangerously close to becoming nothing more than a watered down brand, or worse: glorified gift shops that just happen to have a couple of pieces of art hanging on the walls. On one hand, we certainly see his point. On the other, it might go a bit far, given that outgrowing a space and moving isn’t necessarily a bad thing, and even the most expansion-friendly, the Guggenheim, still only has less than 10 locations. But again, it’s well worth the read.
Publish date: April 26, 2010 https://dev.adweek.com/digital/the-atlantics-kyle-chayka-asks-if-museums-are-spreading-themselves-too-thin-with-expansion-efforts/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT