As we stand on the cusp of 2024, it’s only fitting to indulge in a bit of future thinking regarding the wonderful world of art museums. Taking a leaf from the book of annual predictions, à la Scott Galloway (my favorite tech bro), and infusing a touch of internet humor I present you with a blend of seven art museum predictions for the upcoming year.
A mélange of insightful foresight from friends in the art world, personal observations from museum visits and a sprinkle of #arttok.
Why seven you ask? Perhaps I couldn’t think of more, perhaps I’m superstitious, it is a lucky number after all…
Enjoy and please share your thoughts and personal predictions in the comments — wrong answers only! :)
Prediction #1: No more photos, please!
Having recently explored the enchanting Teshima and Naoshima art islands in Japan, I couldn’t help but appreciate the tranquility that comes with a “no photo” rule within museums. It was quite relaxing to be undisturbed by the constant clicking of cameras and smartphone selfie frenzies. My favorite moment was entering the Teshima Art Museum, lying beneath on of the windows in their ceiling and drifting off…
This contemplation took an intriguing turn at Fondation Beyeler in Riehen. While photography without flash is generally permitted, certain paintings carried a “no photo” icon next to their exhibition text. Curiosity led to a conversation with the guards, who explained that certain private collectors preferred their artworks not to be photographed. This made me think about the impact on art valuation and the potential consequences of artworks appearing on social media — or not? And if and how they would actually enforce the rule it if I was to take a sneaky pic…
Prediction #2: Art Museums as Selfie Destinations
Any good fortune teller and prediction maker like myself will tell you that predictions can and will contradict each other. My educated guess for 2024 and beyond is that art museums will become the ultimate selfie destinations. The proliferation of mirror room selfies, particularly from exhibitions like Yayoi Kusama’s Infinity Rooms, teamLab’s Crystal Universe, and Christian Megert’s “Environment” currently showing MCBA, suggests a growing trend.
Striking a balance between maintaining exclusivity and leveraging the promotional power of social media might become a delicate dance for art institutions. And there is no denying the power of the “instagram post to museum visit” pipeline. You know it works when even celebrities like the Kardashians line up to get their mirror selfie — and subsequently drive millions of teenagers to do the same.
Prediction #3: Social Media is the new Museum Marketing Team
In 2023, art museums finally woke up to social media marketing. They brought in talented teams and individuals to handle their online presence, and threads (= instagram’s version of twitter) became the new buzz, especially for art museums. TikTok also saw the rise of independent art content creators, many managing both their personal accounts as well as creating content for art museums, artists and art galleries. One of my favorites is Karen Vidangos, aka @latinainmuseums, who runs her own TikTok channel and is the social media manager at the Guggenheim.
While Instagram is still a go-to for creatives, signs suggest a declining shift similar to what happened with Facebook. Most museums seem unsure about diving into TikTok, making us wonder if their marketing teams are ready for the change. Some museums and galleries have done the basics, like securing usernames and adding their logo (I see you David Zwirner Gallery…). But what’s next? It seems like some are just waiting around, maybe because they’re missing the right people on their marketing teams or aren’t ready to free up some money?
I get budgets are tight, but an easy and affordable way to dip one’s toes into social media marketing is teaming up with micro-influencers and local creators to create engaging content. It’s a smart move for community building without breaking the bank. If you’re interested, but don’t know where to start, let’s chat — I’ve got the hook-up with some awesome micro-influencers in your city.
Prediction #4: A Proper Museum Guide App
In the digital world, the fact that there’s no snazzy museum guide app is a bit of a downer. We’re still stuck with those clunky audio guides that feel like relics. Imagine a sleek app on your (own!) phone giving you audio guides and helping you navigate seamlessly — it’s time to leave those crackling headphones behind. Art Museums hiring UX Designers might be a shift in the right direction. There seems to be a UX team at the Museum der Gestaltung in Zurich that regularly looks for testers, hinting that change might be on the horizon, promising visitors a better experience…hopfeully without clinging to outdated audio gear.
And here’s a quirky tip for art museum and gallery curators in Geneva: hop on the boat tour! The CGN audio app is a pleasant surprise, and you can download it in a snap for an enjoyable audio guide along the beautiful shores of Lac Léman. Who would’ve thought museums could take a cue from the transport industry?
Prediction #5: Redefining the Museum Shop Experience
Shaking things up in the world of art museum shops is on the horizon for 2024. It won’t be a complete overhaul, but we might see some calculated risks being taken. Yousef Hammoudah, the Executive Director at Fotografiska shared, how they are testing the waters with new products and limited editions, steering away from the usual trinkets to more sophisticated and art-centric offerings. The goal is to make the museum shop an integral part of the visitor experience, closely tied to the exhibited art and making connections between them.
Confession time: I’m a total sucker for art museum shop trinkets, and any TikToks showing museum shop purchases strike a chord with viewers, so I know it’s not just me! But here’s the scoop: there’s money to be spent, and there’s a chance to merge exhibition content with shop merch.
Kunstmuseum Basel even went all out with Jenny Holzer quotes on pricey pajamas at a whopping 6,500 CHF. Following Fotografiska’s lead, it seems museums are stepping away from the cheap, gimmicky stuff and leaning into items more connected to the art.
Prediction #6: Take your Art Museum Memory Home Trend
Linking the museum shop directly with the exhibited art sets the stage for a potential trend in 2024 — welcome to the era of tiny art “collectibles.” For instance, visitors at the Murakami:Monsterized exhibition at the Asian Art Museum in San Francisco received a complimentary collectible card with their ticket purchase.
On a similar note, in a bid to celebrate its 50th anniversary, the Van Gogh Museum took an unconventional route by launching an official Pokémon collaboration. This unique venture aimed to allure younger audiences, injecting a playful spirit into the museum experience.
And let’s not overlook the resurgence of art vending machines as the ultimate holders of tiny art! These machines are making waves, challenging conventional views on art acquisitions. Various machines have gained traction on social media, with personal favorites like this one by the print maker Anastasia Inciardi.
Last year, we too, repurposed two old condom vending machines in collaboration with artist Eddie Hara, giving them a fresh look and placing them in Basel — right during Art Basel week! This year, we’re at it again, revamping a vintage capsule vending machine. If you want to be the first to know when it finds a new home, sign up here.
Prediction #7: Under Construction is Art too!
My last and most surprising observation from last year that I think will run into this year is how art museums are dealing with being “under construction” and the building / conservation work that happens in and around them. The surprising versatility of construction zones became apparent during visits to Plateforme10 and Globus in Basel. Plateforme10 showcased a captivating photo from Images Vevey on the construction house at the museum, turning it into an unintended canvas.
Meanwhile, during Art Basel Week, the upscale chain Globus enlisted artist Claudia Comte to transform their scaffolding into a striking piece of temporary art. These instances reveal the potential for dynamic and flexible programming in the interstitial spaces of art museums.
In October I attempted to visit Hauser & Wirth Gallery during a St. Moritz visit in October, only to find the art gallery was closed — for three months! This got me thinking, rather than concealing these transitional phases between exhibits, the potential for creative interventions like pop-up shops or exhibitions could redefine how museums and galleries engage with construction spaces and gallery rooms when nothing is showing.
As we bid farewell to reflections on 2023 and step into the canvas of 2024, these museum musings serve as contemplative waypoints rather than definitive prophecies.
If you have your own predictions — no matter how offbeat — feel free to share. Whether you’re deeply entrenched in the art world or simply a regular museum visitor, your insights are always welcomed. Here’s to a thoughtful and intriguing journey through the art world in 2024!
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These Art Museum Predictions were originally published here on medium in January 2024.
Yorumlar