Technoscape Escape
Creating a Web Series for an Italian Museum
The MAXXI Museum in Rome is a contemporary art museum renowned for its presentation of arts concepts and technology. It is a symbol of architectural prominence. The building was designed by prominent Anglo-Iraqi architect Zaha Hadid. It’s Italy’s first museum dedicated exclusively to contemporary art and architecture.
Last year, the MAXXI hosted an architecture exhibition called Technoscape. The important themes were technological innovation and construction engineering. This was one of several expositions I studied in my Master of Arts and Culture program in Italy. Museum management is no small feat, as I discussed last week in this article. Finding the right balance of planning, a strong visual identity, and great marketing is necessary to execute an effective concept.
Diving deeper into the Technoscape exhibition, I was inspired to analyze and propose a program that would uplevel the then-current exhibition. Advisors*, when making such proposals, must first and foremost understand the museum’s DNA. Who are they and what do they represent? What are their needs and where could they realize the most effective improvements? Are they reaching the right audience? What will their budget allow? I devised an action plan that accounted for both audience and donors, both structure and format, and included the essence of zeitgeist.
What follows are the slides from my proposal.
MAXXI invited proposals by “friends” (my class at Rome Business School) to expand upon current exhibitions. My proposal was a Netflix-style series in the manner of Stanley Tucci’s Searching for Italy. I narrowed “Technoscape” to “Technoscape Escape” to recommend taking Technoscape out of the building and into the streets of Italy. Technoscape Escape would be a reality TV or web series in which a host (someone recognizable in the Arts and Culture world and relevant to architecture) and co-host (a rotating position featuring a different Italian architect each show) would take a small audience (5-8 “regular” people) on a tour of architecture around Italy.
Any good business school proposal must include a SWOT analysis. (Trust me, I’ve been to business school three times in three countries.) The major point here is that the MAXXI has some real power in the museum industry, a wide audience, and therefore the opportunity to create an influential reality series that will both educate and entertain- two necessary components for cultural institution success.
Who exactly is the MAXXI’s audience? If we don’t meet their requirements, no exhibition will be successful. We must address visitor value in ticket cost and breadth of offerings. We must be communicative and convenient. We must be accessible and convenient. We must understand why the MAXXI is important to the community and where we can better serve their needs.
This is a mock-up of a Netflix cover. I suggested a MAXXI partnership with Tom Ford and the International Union of Architects. Tom Ford is an internationally renowned fashion designer, but few know he has a degree in architecture. His blend of expertise and fame would bring crossover audiences from fashion and pop culture to arts and architecture. The International Union of Architects would provide substance to the technical aspects of this endeavor and would be the best source of professional architects to serve as rotating co-hosts. The working title of the series is “Technoscape Escape, starring Tom Ford and Amici.” Amici means “friends” in Italian, so we’re giving a nod to the Italian-focused show.
Why a Netflix series?
Because we want to reach audiences that are remote (providing reach for MAXXI), unable to travel for various reasons (providing accessibility to the audience), younger (drawing in a new population that may not be aware of or able to afford the MAXXI), and new to art and architecture (expanding audiences).
How will the show be styled?
Similar to Stanley Tucci’s “Searching for Italy”
Why will each episode host a new Italian architect as co-host?
To introduce audiences to these accomplished artists and to get a different perspective episode-to-episode.
Why Tom Ford?
Ford brings star power, a global name, a large fashion world audience, and he has a degree in architecture.
Consider this the fine print of the proposal. It addresses the exhibition’s concerns about business practices for the exhibition.
Back to the business of museums… The Technoscape Escape web series must be an extension of the MAXXI in order to be successful. The exhibit at the MAXXI must be modified to include branded tickets and inclusive experiences at the museum’s display area. These proposed activities would contribute to marketing and fundraising:
Merchandise, sponsored seating areas for families, ticket add-ons for digital experiences at the museum where one can be part of the series virtually.
Events such as pre-screening parties and live catered events when the show runs live.
Outreach to businesses and schools to support the project with their own exhibitions.
Sponsorship from travel companies, research centers, and business and architecture schools.
On-site casting calls at MAXXI for future shows.
On-screen credits recognizing museum donors.
Measuring the success of any project is important. So is the communications plan before and during the event. As the proposed series would run for a season, MAXXI has the opportunity to create different messaging plans and success metrics.
Envisioning the series was the most fun. I made mockups of opening shots, visitors at the MAXXI engaging in photo ops and filming sets, and viewing areas throughout the museum.
Bringing the exhibition to life for new audiences was an interesting experience. These proposals suggest ways to extend the life of an exhibit, integrate museum offerings with web series, and partnering with entertainment companies and art world professionals.
If you are in museum management, I hope you’ll consider novel ways to enhance in-museum offerings. Bringing exhibits to life and giving them exciting exposure to new audiences is really what expands and preserves Arts and Culture.
*I was not and am not a professional advisor to the MAXXI museum. I have no association with any entities mentioned here and used these characters as examples of possibility.