Monday, 8 May 2017


Last year I wrote a column for Art News New Zealand about the co-option (possibly flattering, possibly not) of the concepts of 'museum' and 'archive' to brand experiences (such as Glade's 'Museum of Emotions', part of their campaign to promote new room sprays).

Recently two examples of this floated across my feeds. On the one hand, the Museum of Icecream (lying at "the sensory intersection of sweet tooth and Instagram") has migrated from New York to LA, and now includes exhibits tailored to sponsors, including Soylent.

On the other hand, the Adirondack Museum has rebranded as 'The Adirondack Experience, The Museum on Blue Lake Mountain' in a move "designed to lure more visitors to its sprawling 121-acre indoor-outdoor campus". Locally, the Wellington Museums Trust has rebranded as Experience Wellington.

Now I'm just waiting for the Museum of Experiences.

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