Brand Notice in Person.
Cooper-Hewitt Design Museum
World-renown design museum, Cooper-Hewitt National Design Museum has been under wraps
for a makeover. Cooper-Hewitt is one of many national museums along ‘Museum Mile’
on 5th Avenue, sitting close to Guggenheim Museum and The Metropolitan Museum of Art.
A number of banners surround the gates of the museum, communicating not only its closure
for renovation, but most interestingly, showing some personality. Although museums showcase
a collection of pieces ranging in perspectives, objectives, personalities and styles, it’s almost unlikely
that we see museums themselves speak directly to the public.
The ‘personal notice’ found along these banners of the Cooper-Hewitt shares
with us a new side of the museum’s personality that directly
expresses its state of being. As seen on one of the banners, “Like many on Fifth Avenue,
I’m having a little work done.” it seems like the Cooper-Hewitt feels a little behind,
perhaps a bit intimidated by surrounding museums, such as the Guggenheim Museum.
Another banner states, “For the next two years, I’ll be focusing on my own design,”
which takes a very transparent approach to self-improvement. These bold statements
made in black against yellow colors go beyond communicating its closure, but rather adds
another dimension to the brand in understanding its personality and character from a humanistic angle.
