Guggenheim Museum

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01
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Part
01

Guggenheim Museum - Consumer Products

As per our derived findings, the Guggenheim Museum sells various items in their on-site store and on their online store. Some of the product categories that they carry include "art books, design objects, prints, accessories," and other artistic products.

FINDINGS

Guggenheim Museum - Consumer Products

RESEARCH STRATEGY

We started our research by looking for directly available information and insights around the items that the Guggenheim Museum sells to its consumers that come to the museum. We looked for this information in various sources such as in the museum's official websites, annual reports, and related sites; publications such as Forbes, Business Insider, Inc, and others; media outlets such as CNBC, CNN, and others; press releases such as PR News Wire, Globe Wire, and other relevant sources. Based on this search approach, we were not able to find a report that comprehensively states the requested insights and information on what the brick-and-mortar store inside the Guggenheim is selling to its visitors. What we found is the museum's online store that contains all the products that it is selling to consumers.
We also checked art-related sites such as Blouinartinfo, Artnet, Artnews, Artsy, Siteinspire, and similar sources to determine if they have released critiques of the museum's operations and setup. We plan to use their statements to infer the information around the museum's various consumer touchpoints. Based on this approach, we were not able to obtain enough information from these sites that can help us in deriving the related consumer insights. What we found were testimonies on the art pieces that are displayed inside the museum.
We then checked various museum reviews in travel sites such as Trip Savvy, Trip Advisor, City Guide NY, and other sites to determine if there are mentions of museum experiences. We hoped to derive some insights from these statements to derive the requested insights. However, what we found were mostly about the total museum experience testimonies. We were not able to find in-depth statements that can help us solidly derive the commercial side information of the museum store.
We then checked available images online to determine if we can have an idea on the interior of the museum shop. We hope to determine if we can roughly compare the contents based on the pictures found on the museum's online store. We plan to extrapolate the requested information based on these images. Based on our comparison from some of the images available, it looked like the merchandise in the pictures more or less matched the available products in their online store.
Furthermore, upon checking the FAQ section of the museum's online store, we found that the museum roughly implies that whatever they have on their online store should be available also in the store inside their museum location.
Based on these search approaches, we have drawn our rough conclusion that the items being sold in Guggenheim's online store should more or less be available at their on-location shop for visitors to purchase. We therefore presented our insights around the commercial activities of the on-site museum shop based on this premise.

Part
02
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Part
02

Guggenheim Museum - Marketing Partnerships

Over the past five years, the Guggenheim Museum has taken advantage of many marketing partnerships in an effort to reach its marketing goals. In any marketing partnership, two or more organizations strategically work together to help one another reach their respective business goals. Those goals can include increasing brand awareness, driving additional website traffic, growing their social media exposure, or increasing customer acquisitions. By partnering together, the companies share a section of a particular market they are both interested in marketing to and with which they are both interested in sharing their brands. It's a win-win for both companies. The Guggenheim Museum has many companies that it partners with on a regular basis. The following articles discuss Guggenheim Museum's marketing partnerships.

GUGGENHEIM AND GOOGLE EXPAND ACCESS TO THE WRIGHT BUIDING AND COLLECTION (2016)

  • In January 2016, the Guggenheim Museum partnered with Google to make it possible for people from around the world to go online to visit the inside of the Guggenheim Museum without ever leaving the comforts of their home or library. All they needed was a computer.
  • Through a collaboration with the Google Cultural Institute, Google Street View allows people to go online for a 360-degree tour of the inside of the museum, up and down the halls, looking at all sorts of intimate details of photos and sculptures within the museum.

GUGGENHEIM MUSEUM LAUNCHES CHANNEL ON APPLE NEWS (2017)

  • In November 2017, the Guggenheim Museum turned to Apple to keep up with technology and keep its subscribers happy.
  • The museum made its articles and updates available and began publishing its blogs and news articles on Apple News.
  • They were one of the first museums in the world to publish on Apple along with the Smithsonian Institute.

GUGGENHEIM OFFERS FREE ADMISSION TO MILITARY FAMILIES (2016, 2017, 2018, 2019)

  • The Guggenheim Museum has participated in the Blue Star Museum program since its inception in 2016 and every year since. It's a nationwide program and includes over 2,000 museums across the nation.
  • All of these museums provide free admission and they do it in partnership with the National Endowment of the Arts, the Blue Star Families, and the Department of Defense.

GUGGENHEIM MUSEUM CELEBRATES ANNUAL MUSEUM MILE FESTIVAL (2015, 2016, 2017, 2018, 2019)

  • Another partnership that the Guggenheim Museum has been involved with hear after year is the Annual Museum Mile Festival in Manhattan, New York. "The 2019 Museum Mile Festival was sponsored by the Lower Manhattan Cultural Council."
  • During the 2019 festival, eight museums were open to the public for free, including the Guggenheim, which was also host to an outdoor performance by the all-women Fogo Azul NYC, a Brazilian samba and reggae drum line.

GUGGENHEIM UBS MAP GLOBAL ART INITIATIVE (2012 – 2019)

GUGGENHEIM CELEBRATES WORLDPRIDE IN JUNE (2019)

  • The Guggenheim was one of the many organizations that partnered with New York City as it hosted WorldPride in June. The museum had merchandise commemorating the 50th Anniversary of the Stonewall Uprising in its store; it had a display of Felix Gonzalez-Torres’s Untitled (1991); and there were special blog posts.
  • The Guggenheim also highlighted LGBTQIA+ artists in their collections.

TAKING IT BEYOND THE TRADITIONAL MARKETING PARTNERSHIP...

GUGGENHEIM INSTAGRAM NOMINATED FOR RENOWNED WEBBY AWARD

  • This article highlights one of the partners that many companies sometimes overlook -- the customer. In all the articles researched, one thing that has stood out is the importance the Guggenheim Museum puts on partnering with its audience. Being "identified as one of the five best in the world in its category" and competing for a coveted Internet award says a lot about a company and its marketing efforts.
  • It seems that the Guggenheim Museum has been doing an exceptional job in partnering with the right people to market itself.



Part
03
of three
Part
03

Guggenheim Museum - Recent Exhibitions And Events

Guggenheim Museum have major exhibits all year long from 2015 to present and were showcased on their museums located in New York, Venice, and Bilbao.

2019

  • Artistic License: Six Takes on the Guggenheim Collection (New York, May 24, 2019–January 12, 2020) — This is the first-ever artist-curated exhibition at the Guggenheim to celebrate the museum’s extensive collection of modern and contemporary art. Artistic License brings together both well-known and rarely seen artworks from 1900 to 1980.
  • Implicit Tensions: Mapplethorpe Now (New York, January 25, 2019–January 5, 2020) — This is to honor a cultural icon Robert Mapplethorpe (1946–1989). He is known for daring images that are inspired by social mores and censorship debates that plagued the US during the 1980s and early 1990s.
  • The Nature of Arp (Venice, April 13, 2019 – September 2, 2019) — The Nature of Arp was made to honor the works of one of the most important and multifaceted artists of the modern era, Jean (Hans) Arp (1886-1966). It was curated by Catherine Craft and organized by the Nasher Sculpture Center, Dallas.
  • A Backward Glance: Giorgio Morandi and the Old Masters (Bilbao, April 12, 2019-October 6, 2019) — This showcase the works of Giorgio Morandi (b. 1890; d. 1964), an innovative still life painter. His works are made up simple yet deceptive artworks of bottles, bases, and boxes.
  • Jenny Holzer: Thing Indescribable (Bilbao, March 22, 2019–September 2019) — This exhibit is about the American artist Jenny Holzer. Her ideas centered around humor, kindness, and courage.
  • R. H. Quaytman: + x, Chapter 34 (New York, October 12, 2018–April 2019) — Contemporary artist R. H. Quaytman presented a new group of paintings, titled + x, Chapter 34 and is devoted to Hilma af Klint.
  • Hilma af Klint: Paintings for the Future (New York, October 12, 2018–April 23, 2019) — This is devoted to Hilma af Klint for her radically abstract paintings in 1906.
  • Van Gogh to Picasso: The Thannhauser Legacy (Bilbao, September 21, 2018 – March 24, 2019) — This is in honor to Justin K. Thannhauser (1892–1976) who donated private artworks to Solomon R. Guggenheim Foundation in New York that contains works of Van Gogh and Picasso.
  • 1948: The Biennale of Peggy Guggenheim (Bilbao, May 25, 2018–January 14, 2019) — This is to commemorate the 70th anniversary of Peggy Guggenheim collection which is a milestone event in the history of the 20th-century art.

2018

  • Joana Vasconcelos: I’m Your Mirror (Bilbao, June 29–November 11, 2018) — This is the first anthological exhibition in Bilbao devoted to Joana Vasconcelos. She is, without a doubt, the most internationally reputed Portuguese artist.
  • One Hand Clapping (New York, May 4–October 21, 2018) — The artists in this exhibition explore the ways in which international influence affects our comprehension and view of the future. They represent the different range and types of medium from oil on canvas to virtual-reality software.
  • Art and Space (Bilbao, December 5, 2017–April 2018) — This is the result of the cooperation between Basque sculptor Eduardo Chillida and German philosopher Martin Heidegger in 1969, which resulted in the publication of an artist book whose title inspired that of this exhibition. The show presents more than 100 works by international artists and offers itself as a reinterpretation of the history of abstraction in the past six decades, and updating and fleshing out concepts and questions embedded in that extraordinary dialogue did a huge role.
  • Josef Albers in Mexico (New York, November 3, 2017–April 4, 2018) — Josef and Anni Albers had their first visit to Mexico, in the winter of 1935–1936. They knew that they were in a “country for art like no other”. Josef’s abstract painting and prints were strongly developed and inspired by their multiple visits in Mexico by the late 1960s. This developed his passion for pre-Columbian art and architecture and fueled his innovative approach to photography.
  • Amie Siegel: Winter (Bilbao, November 23, 2017–March 11, 2018) — Amie Siegel was exposed and connected to multiple connections or layers of meaning in her meticulously crafted installations. Her passion and dedication in working variously across film, video, performance, photography, and sound did inspire her. While narratives operate as sites, material tokens of memory emerged through artifacts and documents, desire, and fact, and film often deals with some procedure and circumstances of its own making.
  • PICASSO: On the Beach (Venice, August 26, 2017–January 7, 2018) — From August 26, 2017, through January 7, 2018, the Peggy Guggenheim Collection showed the exhibition PICASSO: On the Beach presented by Luca Massimo Barbero. The exhibition will be displayed and installed in the museum’s Project Rooms.

2017

  • Jackson Pollock: Exploring Alchemy (February 10–December 16, 2017) — A celebrated icon of postwar abstraction namely Jackson Pollock’s Alchemy (1947), acquired through her financial support of the artist by Peggy Guggenheim. This was recently on view for the first time in the US since 1969.
  • Ken Jacobs: The Guests (Bilbao, July 27–November 12, 2017) — Ken Jacobs (New York, 1933) is known as a central figure in post-war experimental cinema. In 1966, after becoming an integral part of the legendary collectives like the NY Film-Makers’ Cooperative, Ken and his wife founded The Millennium Film Workshop. It is the first open-to-all film making studio.
  • Bill Viola: A Retrospective (Bilbao, June 30–November 9, 2017) — Bill Viola (b. New York, 1951) is known as one of the leading artists of our time. He is widely recognized as a pioneer in the development of video art, a medium Viola discovered in the early 1970s while enrolled in the “Experimental Studios” program at Syracuse University, New York.
  • Maurizio Cattelan: “America” (New York, September 15, 2016–September 15, 2017) — Italian artist Maurizio Cattelan’s bold, not connected work skewers social complacencies and reimagines cultural icons. Cattelan made his retirement publicly known from art making, which has featured virtually every work he had ever made suspended from the round designs of the rotunda.
  • Mark Tobey: Threading Light (Venice, May 6–September 10, 2017) — This is the first complete compilation of the American artist’s work in twenty years. The exhibition foretells the evolution of the artist's innovative style and his significant yet under-recognized contributions to abstraction and mid-century American modernism.
  • Visionaries: Creating a Modern Guggenheim (February 10–September 6, 2017) — Solomon R. Guggenheim embraced the modern art wholeheartedly around the age of 68. He acknowledged that it is not so different from his philosophy for succeeding in business. He also mentioned that he had never shied away from pioneering, or introducing novel methods, in his successful career as a mining industrialist.
  • Lenka Clayton and Jon Rubin: ... circle through New York. (March 1–August 31, 2017) — A talking parrot is a high school drama class in a Punjabi TV show. While a museum artwork, the oldest song in the world, and a congregation’s call to action circle through New York, artists Jon Rubin and Lenka Clayton created a complex system of social and material exchange that united city communities which are often separated by cultural, economic, geographic, or circumstantial boundaries.
  • Doug Wheeler: PSAD Synthetic Desert III (March 24–August 2, 2017) — In order to control optical and acoustic experience Doug Wheeler has changed the structure and configuration of a museum gallery for PSAD Synthetic Desert III (1971).
  • The Creative Act: Performance, Process, Presence (Abu Dhabi, March 7, 2017-July 29, 2017) — This is the second exhibition of the Guggenheim Abu Dhabi collection. More than twenty artists collaborated from different countries of different ages who have emphasized performance, process, and human presence in their practice.
  • Rita Kernn-Larsen. Surrealist Paintings (Venice, February 25–June 26, 2017) — The exhibition Rita Kernn-Larsen was presented in Peggy Guggenheim Collection. Surrealist paintings, completed by Gražina Subelytė, Curatorial Assistant of the Collection, inaugurating its “Project Rooms”: two new exhibition rooms at the museum are solely dedicated to focused exhibitions.
  • Abstract Expressionism (February 3, 2017-June 4, 2017) — To unleash a new confidence in painting during the "age of anxiety", Pollock, Rothko, and de Kooning broke from accepted conventions.
  • Julien Bismuth (New York, June 27, 2016–May 31, 2017) — The Guggenheim presented and highlighted Julien Bismuth's works of art on the occasion of the newly expanded Cafe 3. Julien is a contemporary artist whose conceptual works address issues of cross-cultural communication. It also explores the relationship between writing and image making.
  • Guggenheim Collection (New York, April 29, 2016–February 1, 2017) — To showcase the Guggenheim rich holdings of early modernism, a gallery space newly devoted to the permanent collection was launched. Constantin Brancusi, Marc Chagall, Vasily Kandinsky, Kazimir Malevich, Joan Miró, and Piet Mondrian are some of the artists featured during the exhibition. This inaugural selection demonstrates radical approaches to art-making that are developed across Russia and Europe in the second decade of the 20th century.
  • A Long-Awaited Tribute: Frank Lloyd Wright’s Usonian House and Pavilion (New York, July 27, 2012–February 1, 2017) — Sixty Years of Living Architecture: The Work of Frank Lloyd Wright opened in New York on October 22, 1953. Here is where the Solomon R. Guggenheim Museum would be built.

2016

  • Windows on the City: The School of Paris, 1900–1945 (Bilbao, April 22–October 23, 2016) — Paris was the capital of the avant-garde, in the early 20th century. Artists from around the world were able to create new forms of art and literature and they did respond to the rapid economic, social, and technological developments that were fundamentally transforming urban life.
  • But a Storm Is Blowing from Paradise: Contemporary Art of the Middle East and North Africa (New York, April 29–October 5, 2016) — It presents a spectrum of artistic voices and critical concerns from a very fast transformation region. They showcase it through painting, drawing, sculpture, installation, and video.
  • Andy Warhol: Shadows (Bilbao, February 26–October 2, 2016) — Andy Warhol, at age 50 in 1978, went on board upon the production of a monumental body of work titled Shadows with the help of his company at the Factory.
  • Imagine: New Imagery in Italian Art, 1960–1969 (Venice, April 23–September 19, 2016) — A tribute to the post–World War II neo-avant-garde in Italy, following the 2014–15 exhibition AZIMUT/H: Continuity and Newness, the exhibit presents, for the very first time, a mapping of 1960s artistic practices in Italy that create new ideas of ornamentation by using figures and designs.
  • Louise Bourgeois: Structures of Existence; The Cells (Bilbao, March 18–September 4, 2016) — The Cells are moved by psychological microcosms. Situated within various enclosures, each one is a multi-faceted collection of sculptural forms and objects arranged to recall emotional resonance.

2015

  • Kandinsky Gallery (New York, July 1, 2015–April 3, 2016) — Vasily Kandinsky, one of the pioneers of abstract art and eminent aesthetic theorist, broke new ground in painting during the first decades of the twentieth century.
  • Masterpieces from the Guggenheim Bilbao Collection (Bilbao, November 27, 2015–April 3, 2016) — Mark Rothko’s and Robert Rauschenberg’s featured works contributed a huge silkscreened painting Barge, and Cy Twombly’s Nine Discourses on Commodus. Highlights from the collection of the Guggenheim Museum Bilbao was presented in this exhibition.
  • Making Africa: A Continent of Contemporary Design (Bilbao, October 30, 2015–February 21, 2016) — It made it well-known from a variety of creative fields: graphic arts, object and furniture design, fashion, illustration, architecture, art, craft, urban planning, film, photography, and more.
  • Jackson Pollock’s Mural: Energy Made Visible (Venice, April 23–November 16, 2015) — The exhibition was completed by David Anfam, a preeminent authority on Abstract Expressionism, and Senior Consulting Curator at Clyfford Still Museum, Denver.
  • Charles Pollock: A Retrospective (Venice, April 22–September 14, 2015) — Charles Pollock’s entire career was documented in this exhibition document. With the generosity and abundance of the Pollock family, Charles Pollock Archive, Paris, was able to loan most of the material used in this exhibit.

EVENTS

  • American Seafood Boil and New York City Summer Restaurant Week are the two future special events hosted by Guggenheim.
  • This June 27, 2019, Guggenheim New York will host a cocktail party at the Wright Restaurant and will be open to all museum visitors.
Sources
Sources

From Part 02
Quotes
  • "What is partnership marketing? Simply put, it’s a strategic collaboration between two or more firms that helps each firm reach their respective business goals. Some of these goals could include: Increasing brand awareness and reach. Driving additional website traffic. Growing your number of conversions. Customer acquisition."
Quotes
  • "Blue Star Museums is a partnership among Blue Star Families, the National Endowment for the Arts, the Department of Defense, and more than 2,000 U.S. museums."
Quotes
  • "Eight museums will be open to the public for free, including the Guggenheim, which will also host an outdoor performance by the all-women Fogo Azul NYC, a Brazilian samba and reggae drum line."
Quotes
  • "The ability to customize article design for readers and the app’s emphasis on discovering great new content will help the museum share its stories in a beautiful and accessible format."
Quotes
  • "For visitors unable to travel to New York, Google Street View will provide a 360-degree experience of the building’s arresting rotunda galleries, allowing one to saunter up or down the distinctive, spiraling ramps or gaze up at the eye-catching oculus and across the ramps to examine works in Storylines: Contemporary Art at the Guggenheim (2015). "
Quotes
  • "Guggenheim followers around the world can join the celebrations through social media spotlights on Implicit Tensions: Mapplethorpe Now with #MapplethorpeMondays, and on LGBTQIA+ artists in the collection. "
Quotes
  • "The Guggenheim Instagram account has been identified as one of the five best in the world in its category (and among the top 10 percent of all work entered) and is competing for the Internet’s two most coveted awards: The Webby Award and The Webby People’s Voice Award."
Quotes
  • "an unprecedented collaboration between the Guggenheim and UBS that enhanced access to and understanding of global contemporary art."
From Part 03