MarketingProfs

The Boston Globe recently heralded the unveiling of the city’s spanking new $51 million Institute of Contemporary Art. The grand opening on Sunday, December 10th, lured 5,000 people to get a close-up look–gratis on opening day–at the much-anticipated museum, its collections and great public spaces. Reading about it makes me reflect on the value of thoughtful public design….

The lobby mural.
But I’m not only referring to its physical design. The building is spectacular, with its 65,000-square-foot, four-story footprint, and luminous, transparent glass walls that almost melt into Boston Harbor. A magnificent cantilevered fourth-floor gallery extends 80 feet over a magnificent harbor walk.
Yet, the museum’s purposeful design is even more impressive than its mere physical presence. Thus, the design cleverly fuses the outdoor environment to interior spaces.
The ICA’s positioning on some of the city’s remaining, revitalized waterfront–in South Boston–promises to become a meeting place, or more aptly, a “hub” within The Hub… a place where city life and art will meet. Even though the ICA stands alone at present, it will soon have company. Additional development is planned for this site: hotels, restaurants, condos, business and retail space will eventually fill out the area.
As enticing as the expansive views of the city and harbor are along the pedestrian boardwalk, these same views are also “framed” within the museum itself due to its glass edifice. Thus, art is made of the city and water scapes that are ever-changing with the seasons and time of day and year. Inside the building are equally impressive spaces. . .the intent of architects Diller, Scofidio & Renfro of New York. The art collection in the galleries is comprised of a wide variety of modern paintings, sculpture, photography and video.
Besides boasting three times the gallery space the museum had in its former space, there are additional community spaces:
* The Poss Family “Mediatheque” where visitors can view the museum’s collections online along with background information. This room is designed with an angled window at one end, affording unimpeded, framed water views.
* The Barbara Lee Family Foundation Theater for public performances, with 325 seats and glass walls that can be light controlled from full transparency to filtered light to total darkness, depending upon performance needs.
* Charles & Fran Rodgers Education Center which includes the Bank of America Art Lab workshop/classroom space for ICA programs for adults, families and teens. The center also includes the Paul & Phyllis Fireman Family Digital Studio where digital art can be created.
* Water Café with its ingeniously designed north wall features 6′ by 12′ glass panels that slide open to create open air dining experiences in clement weather.
* Putnam Investments Plaza offers a 3500-square-foot area near the café with a grandstand filled with public seating, affording all visitors magnificent views of the harbor.
* All of these features ensure a multi-purpose public building that will attract crowds for a lot of different reasons.
At core, great design, like great art, elicits an emotional response from people. It becomes part of the fabric of their lives.
The vision of ICA director Jill Medvedow, in a Boston Globe interview, had always been to create: “A civic destination. . .with a lot of presence that brought people down to the harbor.”
The uniqueness of the new ICA, what it embodies and how it reflects the cultural diversity of a great city, ensures strong communal interaction.
And isn’t that great marketing?
Photo credit: Decor8