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New Campaign from Droga5 NY Lets You Experience the New Museum Live

04/12/2017
Advertising Agency
New York, USA
639
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Agency marks the museum’s 40th anniversary by live streaming artworks across New York City

The New Museum has partnered with creative agency Droga5 and media agency Horizon to launch today 'New Museum LIVE', a campaign that marks the occasion of the museum’s 40th anniversary and continues the museum’s commitment to its mission of “new art, new ideas.”

New York's premier destination to see the art of today, the New Museum has maintained a bold and experimental spirit for 40 years. As a response to and celebration of that history, 'New Museum LIVE' extends its fall season beyond the museum walls, live streaming artworks across the city. Via donated traditional and nontraditional media displays, with Horizon Media and several local businesses across the city, live streams will appear in noted locations such as Times Square, Hotel Indigo, Mr. Purple, Barcade, among other locales. Broadcasting through December 31, 'New Museum LIVE' consists of over 20 live streams of exhibitions throughout the museum, including 'Trigger: Gender as a Tool and a Weapon.'

Audiences can see 'New Museum LIVE' come to life and tune in to key moments starting today and throughout December, including:

- 12/1: Performances by “Trigger” artists Nayland Blake and Justin Vivian Bond

- 12/1: Rebecca Adams, Refinery29 health and wellness director, in conversation

- 12/2: 12/3 “Who’s Afraid of the New Now?” programming, featuring over 40 artists whose works have been integral in shaping the New Museum over the past 40 years, including Raymond Pettibon, Carroll Dunham, Sharon Hayes and Jeff Koons

- 12/7: Sketching in the galleries with illustrator Jason Polan

“We are excited to collaborate again with the award-winning firm Droga5 and museum trustee David Droga,” said Karen Wong, New Museum Deputy Director. “And ‘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.”

Don Shelford, Droga5 Group Creative Director, adds, “‘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.”

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