Content Marketing the Broad Museum

Content Marketing the Broad Museum is a master class lesson in how to create arresting content, content that tells stories visually and slows readers to a different pace. We didn’t know about the Broad museum, a museum four years in construction. The results of tose four years is a magnetic structure set to house one of the best collections of contemporary art in America:

The Broad is a new contemporary art museum built by philanthropists Eli and Edythe Broad on Grand Avenue in downtown Los Angeles. The museum, which was designed by Diller Scofidio + Renfro, will soon be open. The museum will be home to the nearly 2,000 works of art in The Broad Art Foundation and the Broads’ personal collections, which are among the most prominent holdings of postwar and contemporary art worldwide. With its innovative “veil-and- vault” concept, the 120,000-square-foot, $140-million building will feature two floors of gallery space to showcase The Broad’s comprehensive collections and will be the headquarters of The Broad Art Foundation’s worldwide lending library. The Broad is also building a 24,000-square-foot public plaza adjacent to the museum to add another parcel of critical green space to Grand Avenue.

The museum sounds like a must visit the next time you are in LA, but this Curagami post is about how Arch Daily uses content, content of every type and construction, to create a feeling, slow readers to a museum-like pace and tell stories visually and with copy.

In this new video by Chang Kyun Kim, The Broad is shown at an intimate human scale. Kim takes viewers on a journey through the space, following a class of elementary school children as they tour the museum.

Kim’s video is masterful, human, romantic, and it creates a sense of “museum time”. Kim doesn’t rush. She finds angles. Her camera seems to paint surface, people and downtown LA as an artist fit to be included in the museum such as Eric Fischl or Ross Bleckner. Most would stop with such an excellent video, but Arch Daily keeps the incredible content coming much like the museum that is the subject of their post.

One brilliant decision despite creating confusion is publishing a TOUR and INTERVIEW post about the Broad. Confusion can be off-putting or intriguing.

Our speculation on why the hot mess that is the Arch Daily post about the Broad Museum is such compelling content is the breadth and beautify of the visual support and the beauty of the subject. If you love the Broad Museum’s designs, don’t read the comments as they are off-putting.

The Broad Museum’s contemporary beauty is apparent. And it is a unique museum built to compliment its subject – contemporary art – instead of detracting from it. Bravo to architects Diller Scofidio + Renffro and kudos to Arch Daily for proving content marketing is an art too.


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I made a mistake. I read a few of the comments on Arch Daily’s post. Big mistake. Read our Medium post on the Broad Bee Hive’s Life Lessons and share your thoughts about the strange dance between artist and audience.