GOLD – Hirshhorn Eye by the Hirshhorn Museum and Sculpture Garden, Smithsonian Institution, USA

Case Study

BRIEF:

Hirshhorn Eye (Hi) was commissioned from a simple desire to connect art lovers with art makers, allowing visitors to come face-to-face with artists for free, using only their phones. Hi provides an intimate experience designed for anyone who enters the museum by bringing exclusive videos to visitors in a way that enhances, rather than distracts from, the magic of directly encountering an artwork.

 

 

STRATEGY:

A focus on exclusive, original videos of artists sets Hirshhorn Eye apart from other projects. Taken into artists’ homes and studios, users are able to not only better understand the ‘why’ and ‘how’ of contempo- rary art, but also to establish meaningful connections.

 

 

CHALLENGES:

  • Scheduling and coordinating video interviews with artists around the world.
  • Some artworks were challenging to document for the scanning feature.
  • Hi is seeded with more than 800 images, allowing it to instantly recognize any artwork of the collection from any angle, even the most complex installations, sculptures and multimedia pieces.

 

 

OUTCOME:

Launched June 30th, 2018, Hi has received positive press and buzz on social media. Center Code, a third party evaluator, found that 70% of users were likely to recommend Hi to a friend or family member, and it received 4.5/5 stars on overall experience.

“The best part about the guide is that it’s easy enough for non-techies to use.” Melissa Locker – Fast Company, 28 June 2018