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January/February 2019 JANUARY/FEBRUARY 2019 MOBILE + VR ACCESSIBILITY + LITERACY THE DIGITAL FRONTIER SCOTLAND’S FINEST THE MACALLAN DISTILLERY & VISITOR EXPERIENCE DELIVERED BY BECK INTERIORS WORLD CLASS QUALITY EXCEPTIONAL SKILL & CRAFTSMANSHIP OUTSTANDING SERVICE PROUD WINNER OF THE QUEEN’S AWARD FOR ENTERPRISE: INTERNATIONAL TRADE 2018 Carol See: [email protected] - Mark Banham: [email protected] www.beckinteriors.com beckinteriors BECK +44 (0) 20 8974 0500 JANUARY FEBRUARY 2019 ISSUE CONTENTS DEPARTMENTS 5 From the President and CEO 6 By the Numbers 8 First Look 12 Point of View Are We Giving Up Too Much? 40 Alliance in Action FEATURES 44 Tributes and 16 Handheld and Expansive Transitions Mobile platforms help museums foster better visitor experiences. 48 Reflection By Deborah Howes 22 Exploring a Neurospeculative Future Cover: Data consists of valuable information that Ashley Baccus-Clark discusses the enhances people’s lives and it has so many stories storytelling promise of VR. to tell. Media Artist Refik Anadol utilized energy Interview by Elizabeth Merritt usage datasets from various buildings and explored new data universes in the shape of data sculptures. 28 A Winning Approach to Digital ©Refik Anadol Media Accessibility Improving accessibility enhances the visitor experience for everyone. By Susan Chun 34 Building a Framework The museum sector needs to rethink digital skills—from the ground up. By Carolyn Royston and Ross Parry 2 MUSEUM / January−February 2019 / aam-us.org 2019 Goal: Increased Visitor Engagement or Bust! Look to Guru to make it happen. Guru’s award-winning museum apps offer engaging, interactive, and customized visitor experiences that span media while leading the way in educational augmented reality. All of this wrapped up in the most robust and holistic app platform available. From custom content to GPS and location-aware wayfinding, Guru has you covered in the new year. Not to mention delivering in-depth, actionable data to help your institution bust all kinds of records...and share all kinds of busts. Imagine, GURU + You. theguru.co twitter.com/aamers facebook.com/americanmuseums A BENEFIT O F MEMBERSHIP I N T H E AMERICAN ALLIANCE O F M U S E U M S linkedin.com/groups/American- Alliance-Museums-2965314 MANAGING EDITOR DESIGN AND PRODUCTION Gayle Bennett Team of Creatives, LLC SENIOR EDITOR ADVERTISING Dean Phelus Tamu Mills Thanks to our Member [email protected] CONTRIBUTING EDITORS 404-347-1755 Discount Providers Eileen Goldspiel, Julie Hart, Megan Lantz, Cecelia Walls, Joseph Klem, ALLIANCE PRESIDENT AND CEO Alexandra Roe Laura L. Lott ALLIANCE BOARD OF DIRECTORS OFFICERS TERM OF OFFICE 2017-2020 Chair (2018-2020) Devon Akmon, DeVos Institute of Arts Kippen de Alba Chu, Iolani Palace Management Vice Chair (2018-2019) Eduardo Díaz, Smithsonian Latino Robert M. Davis, DRMD Strategies, LLC Center Treasurer (2018-2019) Christine A. Donovan, Northern Trust Mark Edward, Hertzbach & Co, PA Company Berit N. Durler, San Diego Zoo Global Immediate Past Chair (2018-2020) Douglas S. Jones, Florida Museum of Lisa Yun Lee, National Public Housing Natural History, University of Florida Museum Andrés Roldán, Parque Explora TERM OF OFFICE 2016-2019 TERM OF OFFICE 2018-2021 Chevy Humphrey, Arizona Science Center Susana Smith Bautista, Pasadena Museum of California Art Judith Margles, Oregon Jewish Museum and Center for Holocaust Cinnamon Catlin-Legutko, Abbe Education Museum Tonya Matthews, STEM Equity and Nathan Richie, Golden History Museum Informal Learning Consultant and Park Kelly McKinley, Oakland Museum of Ruth Shelly, Portland Children’s California Museum James Pepper Henry, The American Stephanie Stebich, Smithsonian Indian Cultural Center and Museum American Art Museum Carlos Tortolero, National Museum of Karol Wight, The Corning Museum of Mexican Art Glass MUSEUM (ISSN 0027-4089) JANUARY/FEBRUARY 2019, VOLUME 98, NO. 1 PUBLISHED BIMONTHLY (J/F, M/A, M/J, J/A, S/O, N/D) BY THE AMERICAN ALLIANCE OF MUSEUMS 2451 CRYSTAL DRIVE, SUITE 1005, ARLINGTON, VA 22202; 202-289-1818; FAX 202-289-6578; WWW. AAM-US.ORG. Annual subscription rate is $38. Copies are mailed to all members. Single copy is $7. Overseas airmail is an additional $45. Membership in the Alliance includes $22 from annual membership dues applicable to a subscription to MUSEUM, except for students and retirees. (This notice is required by the US Postal Service.) POSTMASTER: Send address changes to MUSEUM, 2451 Crystal Drive, Suite 1005, Arlington, VA 22202. Copyright 2018, American Alliance of Museums. All rights reserved. No part of this magazine or its cover may be reproduced without written consent of the copyright proprietor. MUSEUM is indexed in The Art Index, which is published quarterly and available in public libraries. The magazine is available from ProQuest in the following formats: microform, electronic and paper. Opinions expressed by contributors are not necessarily those of the Alliance. Preferred Periodical postage paid at Arlington, VA, and additional mailing offices. Printed in the US by Lane Press, Burlington, VT. 4 MUSEUM / January−February 2019 / aam-us.org FROM THE PRESIDENT AND CEO With Great Technology Comes Great Responsibility 2001: A Space Odyssey hit theaters in the more sophisticated with time. summer of 1968, and it almost immediately became How do we balance privacy cultural shorthand for how we imagine the future. with productivity? How do we From the unforgettably dramatic opening, with safely handle all of the data our its timpani drum sequence signaling the arrival of devices are constantly collect- the future, to the wagon wheel-shaped Space Station ing? How can museums help V waltzing on screen to the strains of Strauss’ “Blue people embrace these changes D anu b e ,” we understand the grandeur of what a holistically? technology-enabled society can achieve. But when To navigate these challeng- the computer HAL 9000 goes rogue and threatens es—and amazing opportuni- the crew’s lives, it fuels our worst fears (unrealistic as ties—our members must be they sometimes are) about technology—in this case prepared. Th Alliance is here to artific al intelligence, or AI—and the risks it poses if help. We explore some of these we’re not careful. issues in the following pages and at AAM events One key to the film’s enduring relevance is how around the country. it immerses the audience in its fi tional futurescape. In September, we convened 75 thought leaders Thanks to 2001-esque technologies like virtual and at the Detroit Institute of Arts for “Immersion in augmented reality, museums are starting to explore Museums: AR, VR, or Just Plain R?” Are museums the potential of truly immersive storytelling. still relevant physical forums when digital-native • Th Denver Museum of Nature and Science visitors experience digital-born art? recently opened a virtual reality (VR) arcade At the Pérez Art Museum Miami in November, that can transport visitors around the world or we studied how new data analytics and predictive to another planet. modeling can improve our organizations’ bottom • Th Anne Frank House museum in lines—because even augmented museums need to Amsterdam created a VR tour of the Secret keep the doors open and the lights on. Annex, the cramped space where Anne wrote 2001: A Space Odyssey still feels ahead of its time, her famous diary while hiding from the Nazis. even 18 years after the story takes place. But contrary • teamLab Borderless at Tokyo’s Mori Building to filmmaker Stanley Kubrick’s vision, the future Digital Art Museum unveiled a digital didn’t arrive all at once. As another sci-fi soothsayer— museum of unprecedented scope and scale, author William Gibson—observed, the future is here, showcasing a new generation of immersive, but it isn’t evenly distributed. interactive digital art. In the new year, let’s resolve to embrace change We know that new tech is not without risk or wisely, explore new technologies fully, and find challenge. Fifty years after HAL refused to open the creative ways to better serve our missions and our pod bay doors, many people still find futuristic AI bottom lines at the same time. Together we can help a little creepy—but virtual assistants like Siri and our industry—and our visitors—step into the future, Alexa are now commonplace and will only become and ensure that we arrive there with our eyes open. Laura L. Lott is the Alliance’s president and CEO. Follow Laura on Twitter at@LottLaura. MUSEUM / January−February 2019 / aam-us.org 5 BY THE NUMBERS >90% Accuracy rate of plant identification by Technology and digital neural networks at the Museum the National Herbarium of the National Museum of Natural History. >240 Number of iBeacons at the Cleveland Museum of Art, Among museum- which assist goers under visitors with age 40, viewing wayfinding original objects when using is 6.3 times more the museum’s popular than ArtLens app. using phones to access content. By the Numbers was compiled by Susie Wilkening, principal of Wilkening Consulting, wilkeningconsulting.com. Reach Susie at [email protected]. Sources: Smithsonian Institution; Wilkening Consulting’s 2017 Annual Survey of Museum-Goers; Cleveland Museum of Art istock.com/Floriana 6 MUSEUM / January−February 2019 / aam-us.org FIRST LOOK Gadsden Arts Center The Mint Museum World War II Home & Museum “African-Print Fashion Now! A Story Front Museum “Norman Rockwell in the 1960s,” of Taste, Globalization, and Style” The World War II Home Front an exhibition organized by the introduces visitors to a dynamic Museum, which opened in Norman Rockwell Museum in and diverse dress tradition and December 2018, brings to life Stockbridge, Massachusetts, the increasingly interconnected coastal Georgia’s contributions focuses on illustrations he fashion worlds that it inhabits: during World War II and recounts created for magazines during “popular” garments created by how this quiet region was that turbulent decade.
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