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“The Great Hall at the Met is one of the great portals of the
world. … From there, you can walk in any direction to almost
any culture.” , Director and chief executive
of the
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To propose a strategy for transforming The MET from a brand that “tells a story” to a brand that
promotes shareability through a robust process of a curated brand experience which creates
participatory and immersive programs to audiences from culturally diverse backgrounds.
Research data was collected in two key phases:
 to understand the current perceptions of institutional stakeholders, as this forms the basis of the
brand image
 through visitor experiences and perceptions be able to identify key drivers of the brand image and
its inhibitors to reaching its full brand potential
 Whilst from stakeholder perspective, the MET can be seen as relevant, accessible, interesting and
exciting, for the public it is also perceived to be elitist and conservative.
 For the visitors and online users it is overwhelmingly perceived as intelligent and dynamic, but
somewhat old.
 Despite its Audience-Development Programs such as “The Multicultural Audience Development
Initiative”, the MET faces a problem with accessibility to all audiences. This presents the MET with a
significant challenge and attractive opportunity.

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The
Participants
The
Protagonists
The
Stage

The
Quest

The staff, the contributors
and the public.
They resonate with the
interaction the MET creates
among the diverse
communities that make up
New York.
The Metropolitan Museum
of Arts held the largest
endowment of a cultural
institution in the US. To
maintain his monopoly the
MET undertakes the
development of a Facilities
Master Plan to serve over
the next 20 years as a
strategic framework for
major projects that reflect
its mission to educate and
inspire the many diverse
communities of New York.

From “curiosity cabinets” of
the elite gentry to more
organized and open spaces
for public knowledge,
museums are putting a lot of
efforts in eliminating the
elements of exclusiveness
and popularizing their
appeal. Technology has
reshaped how museums
function, how they deliver
experiences, and how their
spaces are designed, all
place pressure on museums
to innovate and adapt to
changing user needs and
economic realities.
To provide experiences so
powerful that they resonate
with people who believe
they are a part of a diverse
community engaged in
promoting universalism in
Arts as a system of ethics
that applies universally
regardless of culture, sex,
race, sexuality or nationality.


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The Met promotes a new definition of
high culture, one which fuels intellectual
curiosity and knowledge sharing,
emotional contemplation and empathy,
admiration for and respect of the
world’s cultures. While the collection is
from all time, The Met will always be
contemporary in the way it attracts,
engages and inspires its participants in
order to be relevant, inviting,
educational and provocative— and to
be sustaining as a not-for-profit
organization.
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break down the image of an
institution entrenched in
the conservative role of
directing its exhibitions and
programs in the traditional
ways of the past that does
not have significance in the
community to which it is
speaking.
help to form the elite from
different background while
maintaining a balance
between quality and
accessibility.
convince new audiences
that the MET is an essential
part of a city's personality.
To do this the MET will:
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: To break down the image of an institution
entrenched in the conservative role of directing its exhibitions
and programs in the traditional ways of the past that does not
have significance in the community to which it is speaking

.
: The Met will curate the Digital world and become a
participatory museum with an invitation to participate in
exhibitions online and a selection of artworks from a digitized
collection to save and share.
: People will help design exhibitions, and it will be
interactive through a volunteer site that has several projects.
Essentially, you put up tasks, and volunteers can choose which
ones they want to do. Fundamentally, it’s about taking things
that have never been seen before by the public and making
them available.
: A sense of unique place
: Page views and Engagement rates to determine how many
people have viewed a project page and how many people
choose a project.


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: To convince audiences that the MET is an essential
part of the city's personality.
: The Met will promote a new vision in which arts are no
longer barricaded within the boundaries of a museum but can
be found in our day to day experiences.
: Coupled with celebrity endorsement and corporate
gift, a tour of New York City’s five boroughs with easy-to-use
maps and Informational plaques featuring lectures delivered by
visitor’s favorite stars and a pre-recorded audio document that
tell the story of each Historic Landmarks visited.
: Learn something new
: Registered participants within a given time frame.
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: To help to form the elite from different background
while maintaining a balance between quality and accessibility.
: The Met will create a new educational initiative aiming
to reach as many children as possible from different
backgrounds and used to seek out children with exceptional
artistic talent.
: An Education and Exhibit Center will offer the
opportunity for young artists to be shown in the main museum,
alongside the other great works of Masters. The program will
be funded entirely by corporate sponsors in order to allow for
full accessibility especially for those who need it most.
: Be Inspired
: Recognition, awards and distinctions received by
instructors and students.
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“The core function of museums will change, with their role as activists in civic and global affairs
becoming as important as their traditional roles as preservers of collections and places of
learning.” , director of the Museum of East Anglian Life.