Droga5 and New York’s New Museum have introduced a 'New Museum Live' campaign in commemoration of the museum’s 40th anniversary.
To celebrate four decades and continue the museum’s commitment to its of ‘new art, new ideas’ mission, Droga5 and media agency partner Horizon Media launched a livestream feed of the museum’s five exhibitions online, and in culturally distinct areas across the city.
In addition to the online livestream, traditional and non-tradtional displays were donated for livestream viewing at these noted locations: Times Square, Hotel Indigo, Mr. Purple, IFC, The Sweatshop, The Storefront Project, Catinca Tabacaru Gallery, Two Hands Cafe, Barcade and 120 Wall Street.
Karen Wong, New Museum’s deputy director said of the partnership: “We are excited to collaborate again with the award-winning firm Droga5 and museum trustee David Droga. ‘New Museum Live’ is only the latest such collaboration. In 2007, Droga5 helped develop a campaign to mark our relocation to the now iconic building on the Bowery. In 2013, Droga5 also partnered with New Museum to reinvent the city’s phone booths with ‘Recalling 1993,’ a campaign to promote the exhibition 'NYC 1993: Experimental Jet Set, Trash and No Star'.”
Droga5 group creative director Don Shelford added: “‘New Museum Live’ takes inspiration from one of the New Museum's very first exhibitions, the ‘Window Series,’ which invited artists to display their works in street-level windows for the public to see. A definitive moment in the museum's history, it established their mission as a forward-thinking establishment challenging how the museum should function. ‘New Museum Live’ can be viewed as a modern-day interpretation of that series, allowing New Yorkers to view new art in ways they've never been able to before.”
The museum will broadcast 20 livestreams of its exhibitions through December 31.