Where Art Can Take You: Transforming SFMOMA opens with a video flythrough that takes visitors on an aerial journey over San Francisco and reveals how the Snohetta-designed museum will integrate into the existing skyline and urban landscape.
The San Francisco Museum of Modern Art (SFMOMA) is currently closed as it undergoes a massive building expansion. Where Art Can Take You: Transforming SFMOMA is a microsite dedicated to telling the story of the changing museum as it redefines itself during the closure. Using a narrative structure supported by immersive imagery, detailed architectural renderings, and behind the scenes video, this microsite reveals the spirit of the new SFMOMA, a meeting place where the art for our time is made accessible to people of all backgrounds
At future.sfmoma.org visitors can keep up with the construction with frequently dispatched photographs from the site; learn about new opportunities for digital and onsite engagement; sneak a peek at the growing collection; scratch the surface of the Artist Initiative as conservators collaborate with artists; or fly through downtown San Francisco to see how the new building will transform the city’s landscape. In addition to up-to-the-moment information about the building’s changing architecture, the mircosite outlines the evolution of SFMOMA and the exciting experiences visitors will have when the expanded museum reopens in 2016.
A flythrough video rendering shows how the museum will impact the San Francisco skyline.
Architectural renderings provide visitors to the site with a preview of what the museum will look like when it reopens in 2016.
San Franciscans can see the new SFMOMA rising every day, but photographic dispatches from the site provide non-local visitors a view into the museum’s changing architecture.
Immersive imagery illustrates people enjoying art in the galleries and humanizes the museum experience in keeping with SFMOMA’s spirit of openness and welcoming.
The sub-landing page articulates the content of the section. Once users click on the image, the white text plane recedes, and the slideshow automates.
Dynamic images of visitors actively engaging in art experiences communicates that SFMOMA is a place for fun!
Embedded video provides visitors to the microsite with a deeper dive experience, while remaining within the site and enabling further exploration. Analytics reveal that the average time spent on future.sfmoma.org hovers around 15 minutes.