If it isn’t already clear, Undercurrent loves museums. We love visiting them, we love exhibit-hopping and we love comparing favorite pieces and artists. We especially love nerding out over that cool installation everyone is talking about. One thing we don’t love, though, is seeing museums struggle to embrace digital.
Like most large institutions (and despite their best intentions), many museums have found themselves unable to adapt their value propositions, experiences and business models to address the complexity and constant change they face. Some appear frozen in time, while others try to change, only to be held back by old paradigms that constrain how they understand and deliver value.