Walking out of the Undercurrent office last night, I tripped through the doorway and tore open the sole of my left shoe–I’m clumsy. As I stepped out into the night, I was met with the slush, snow, and wind of Nor’easter Athena. My shoe quickly began to fill with freezing water, and I cursed to myself as my umbrella flipped inside out, blowing snow into my eyes. But, really, I have nothing to complain about. I got to ride the subway home, throw on a pair of warm socks, and eat dinner in my lit and heated apartment. My broken shoe and frozen toe were absolutely nothing compared to what those affected by Hurricane Sandy are enduring, and will continue to endure.
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.