MoMA Series Report
High Museum of Art MoMA Series The MoMA series is a multi-year, multi-exhibition collaboration between the High Museum of Art and
The Museum of Modern Art, New York (MoMA), which was launched in 2009 with Monet Water Lilies,
the first in a series of six exhibitions. In the past year, two MoMA exhibitions were on view at the High
Museum: Modern by Design (June 4 through August 14, 2011) and Picasso to Warhol: Fourteen Modern
Masters (October 15, 2011 through April 29, 2012).
We can report on several successes related to these two MoMA partnership exhibitions, particularly
around our major goal to broaden our reach to younger audiences. The High has seen a significant
increase in the number of student visitors made possible through programs like Art Access, an outreach
initiative to Title 1 schools to expand access to the arts, and teen programming.
The Art Access initiative, in particular, has
dramatically increased the number of young
visitors to the High Museum. This program
is designed to remove the economic barriers
which typically prevent schools from
attending the Museum by providing students
with a high-quality, dynamic learning
experience through the visual arts. Art
Access is an all-inclusive field trip program
which provides free admission to the High
for students and chaperones, including
payment of bus transportation, free teacher
resources and "Welcome Back" cards for all participating students, allowing each child to return to the
Museum with his or her family one time, free of charge. This program expanded significantly during the
exhibition of Picasso to Warhol: Fourteen Modern Masters by offering free Museum admission for
school groups and their teachers from every Title 1 School in the state of Georgia. By the exhibition’s
closing date on April 29th, over 37,000 students viewed Picasso to Warhol through the Art Access
program, leading to a total of over 78,000 student visitors to this exhibition, a record number for the High.
Teen programming has grown significantly over the past year and now consists of a wide variety of
programs, including Teen Team, art classes, teen nights, art talks, film screenings, and music shows. The
first Teen Team began this school year and included 15 students from 7 different counties and 13 high
schools, selected through a competitive application process. In addition to remaining connected to the
Museum on a monthly basis to engage with the collection and exhibitions, the Teen Team planned events,
discussed artistic careers and collaborated with artists. Teen Nights, one of the events organized by the
Teen Team, occur two times per year corresponding with exhibitions. Outside of the Teen Team, other
opportunities for teens at the Museum include ArTLab for Teens classes and Spring Break Teen ArtLab
classes. Both courses engage local artists and focus on the Museum’s exhibitions, including MoMA.
Additional MoMA-themed teen engagement opportunities at the High Museum include Poetry Slams and
Art Throwdowns, competitive team-based art challenges in public high schools.
In addition to Art Access and opportunities for
teen engagement, the High offered a wide
variety of additional programs during the
Picasso to Warhol exhibition. Lectures included
Inside the Curatorial Process: Picasso to
Warhol, attracting 126, and Van Gogh to
Pollock, with 166 people in attendance. The
artist KAWS was a featured lecturer in the
Museum’s Conversations with Contemporary
Artists series, drawing 275, and a Picasso to
Warhol Study Day served 87 academics.
Opportunities for younger audiences were varied and included three Culture Shock events attracting 3,786
young professionals; a College Night bringing 2,004 students to the Museum; and six Second Sunday
Fundays, including a Modern People Family Day, attracting 8,530 children and their families.
Close to 300,000 people came to the High to view Picasso to Warhol, making it the fifth most popular
exhibition to-date. As we move forward with the MoMA Series, the High is building upon our recent
success with student attendance and intend to further expand our visitor profile to include more young
professionals. A new marketing plan was developed which kicked off 2012 with strong programming in
this area including special events, college outreach and “pay as you wish” days.
As an institution constantly evaluating our
programs and practices to ensure future
success, we are applying lessons learned from
Modern by Design and Picasso to Warhol to
these future MoMA exhibitions. We saw very
strong attendance for dates around the
opening and closing of Modern by Design
and Picasso to Warhol, indicating that a
shorter run for exhibitions creates a greater
sense of urgency for visitors. In response to
this, we have made adjustments to the run of
the upcoming MoMA exhibition, Fast Forward: Modern Moments 1913>>2013. We expect this
scheduling change and our other efforts around attendance to favorably impact the number of visitors we
see at the Museum for future exhibitions.
We look forward to continuing to report to you on our progress with the MoMA Series, including updates
for the current exhibition, Picturing New York/Picturing the South (June 9 through September 2, 2012),
Fast Forward: Modern Moments 1913>>2013 (October 13, 2012 through January 20, 2013), and
Presentation Piece (July 13 through October 6, 2013) featuring contemporary art. Through the
exhibitions and programs made possible by this project, the High continues to be in the national and
international spotlight.
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Print Collateral
“Modern by Design”
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“Picasso to Warhol”
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“Picasso to Warhol”
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PUBLIC RELATIONS
AND
PRESS HIGHLIGHTS
“Modern by Design”
June 4 – August 21, 2011
Major Publications and Additional Press Highlights
Wall Street Journal, October 28, 2011, “Design of the Digital Age,” New York, NY, Newspaper
The New York Times, March 17, 2011, “Promising Exhibitions from Coast to Coast,” New York,
NY, Newspaper
Artdaily.org, November 29, 2010, “20th Century Modern Design from the Museum of Modern
Art Coming to Atlanta Next Spring,” Website
ArtsCriticATL.com, April 8, 2011, “High Museum commissions works by international design
firms Joris Laarman Lab and nendo,” Website
Artdaily.org, April 11, 2011, “High Commissions Two Iconic Designers for Exhibition Opening
in June,” Website
Atlanta, June 1, 2011, “High Hopes,” Atlanta, GA, Magazine
The Atlanta Journal Constitution, June 3, 2011, “Historic, cutting edge merge in High's ‘Modern
by Design,’” Atlanta, GA, Newspaper
The Atlanta Journal Constitution, June 4, 2011, “Cutting edge meets historic,” Atlanta, GA,
Newspaper
Artdaily.org, June 7, 2011, “20th Century Modern Design from the Museum of Modern Art,”
New York, at Atlanta's High Museum, Website
Access Atlanta.com, June 9, 2011, “Review: ‘Modern by Design’ at High Museum,” Atlanta,
GA, Website
Atlanta Business Chronicle, June 9, 2011, “Time Out--Make Mine Modern,” Atlanta, GA,
Magazine
ArtsCriticATL.com, June 15, 2011, “Review: MOMA as tastemaker in High's ‘Modern by
Design,’” Atlanta, GA, Website
Haaretz Magazine, March 1, 2011, “Modern by Design,” Israel, Magazine
Object <> Plastic, March 2, 2011, “Modern by Design,” Atlanta, GA, Website
Interior Design, May 1, 2011, “Cool in Hotlanta,” Website
Modern Atlanta, May 2, 2011, “High's ‘Modern By Design’ Exhibition,” Atlanta, GA, Website
Where Atlanta, June 1, 2011, “High and Mighty,” Atlanta, GA, Magazine
Seasons Magazine, Early Summer 2011, “Gallery Views,” Magazine
Muck Rack, June 4, 2011, “Headed to opening day of the High Museum's ‘Modern by Design,’”
Website
ATL Insider, June 6, 2011, “Modern by Design--Robots, Machines and Futuristic Furniture, Oh
My!,” Atlanta, GA, Website
955 The Beat, June 6, 2011, “Modern by Design,” Atlanta, GA, Website
The Sandy Springs Neighbor, June 8, 2011, “Modern by Design,” Sandy Springs, GA, Newspaper
City's Best.com, June 10, 2011, “Atlanta Day Date: Romance in Midtown's Summer Stroll,”
Website
Where Atlanta, June 11, 2011, “High and Mighty,” Atlanta, GA, Magazine
Modern Luxury, June 15, 2011, “High Museum of Art,” Atlanta, GA, Website
NPR, July 28, 2011, “Form and Function Meet in ‘Modern by Design,’” Website
“Modern by Design” Press Mentions
New York Times Newspaper
March, 17, 2011
“Modern by Design” Press Mentions
Art Daily
April 11, 2011
“Modern by Design” Press Mentions
Where Atlanta Magazine
June 2011
“Modern by Design” Press Mentions
New York Times
March 28, 2011
“Modern by Design” Press Mentions
Wall Street Journal
March 28, 2011
“Modern by Design” Press Mentions
Art Critics ATL.com
June 15, 2011
Picasso to Warhol
October 15 – April 29, 2012
PRESS COVERAGE & HIGHLIGHTS
High Museum of Art Public Relations
“Picasso to Warhol”
October 15, 2011 – April 29, 2012
Major Publications and Additional Press Highlights
The Atlanta Journal-Constitution, January 2, 2011, "Picasso to Warhol: Twelve Modern Masters
at the High," Atlanta, GA, Newspaper
The Wall Street Journal, October 9, 2011, “‘Picasso to Warhol’ Matisse Goes South: Modern in
Atlanta,” New York, NY, Newspaper
Luxe Crush, September 27, 2011, "Get Your 15 minutes of Fame at the High Museum's Warhol
to Picasso POP Party!," Atlanta, GA, Website
Washington (DC) Post, October 14, 2011, “‘Picasso to Warhol” exhibition at Atlanta's High
features masterpieces of modern art,” Washington DC, Washington DC, Newspaper
Creative Loafing Atlanta, September 28, 2012, “Uncrating Picasso's ‘Girl Before a Mirror’ at the
High,” Atlanta, GA, Website
Artdaily.org, February 1, 2011 “High Museum of Art Announces ‘Picasso to Warhol: Twelve
Modern Masters,’" Atlanta, GA, Website
Atlantan, August 1, 2011, “Top Ten: Stark Raving Mod,” Atlanta, GA, Magazine
Atlanta Journal Constitution, August 21, 2011, “A visual history of modern art told,” Atlanta,
GA, Newspaper
Atlanta Homes & Lifestyle Magazine, 2011, “High Arts Day”, Atlanta, GA, Website
Art Galleries & Artists of the South, 2011, “Picasso to Warhol: Fourteen Modern Masters
beginning October 2011,” Birmingham, AL, Magazine
Stamfordadvocate.com, February 2, 2011, “High Museum to get MOMA exhibit”, Atlanta, GA,
Website
Museumpublicity.com, February 2, 2011, “High Museum of Art Announces Picasso to Warhol
from MoMA Exhibition,” National, Website
ATL: The Airport Newspaper, February 3, 2011, “High Museum in Atlanta to get MOMA
exhibit,” Jonesboro, GA, Newspaper
ArtfixDaily, February 3, 2011, “Masterpieces by 12 Masters from the Museum of Modern Art;
‘Picasso to Warhol: Twelve Modern Masters,’” National, Website
Midtown News, February 16, 2011, “High Museum of Art to Showcase Exclusive Exhibit,
‘Picasso to Warhol,’” Atlanta, GA, Website
The St. Regis San Francisco Bespoke Magazine, Summer 2011, “Picasso on Display,” San
Francisco, CA, Magazine
Northern Virginia Daily, August 15, 2011, “Atlanta's High features modern masterpieces,”
Strasburg, VA, Newspaper
The Dispatch, August 28, 2011, “Atlanta's High features masterpieces of modern art,” Lexington,
NC, Newspaper
Artdaily.org, October 21, 2011, “High develops new smartphone application for ‘Picasso to
Warhol’ exhibition,” National, Website
The Palm Beach Post, October 21, 2011, “Modern Masterpieces,” West Palm Beach, FL,
Newspaper
Artscriticatl.com, October 25, 2011, “Review: High Museum gets it right with ‘Picasso to
Warhol,’” Atlanta, GA, Website
Kuwaittimes.net, November, 16, 2011, “Atlanta's High features masterpieces of modern art,”
Kuwait, Kuwait, Website
Chattanooga Times & Press, November 21, 2011, “Picasso to Warhol' Atlanta's High Museum
presents work by 14 iconic artists,” Chattanooga, NC, Website
Richmond Times-Dispatch, December 11, 2011, “Modern Masters,” Richmond, VA, Newspaper
Atlanta Journal Constitution, December 22, 2011, “Toys that Tease, toys to squeeze,” Atlanta,
GA, Newspaper
The Vinings Neighbor, December 28, 2011, “Ridgeview Charter School students tour High
Museum,” Marietta, GA, Newspaper
South Magazine, January 1, 2012, “Play,” Savannah, GA, Magazine
WOKV AM Radio, January 6, 2012, “High Museum Offer Free Admission to Schools,”
Jacksonville, FL, Website
WAGA-TV Channel 5 (Atlanta, GA), January 6, 2012, “High Museum Offer Free Admission to
Schools,” New York, NY, Website
The Chronicle, January 12, 2012, “Title I schools get free access to masterpieces,” Winston-
Salem, NC, Newspaper
Antiques & The Arts Weekly, January 13, 2012, “High Collaborates with MoMA to Present
‘Picasso to Warhol,’” Newton, CT, Magazine
Black & White, January 25, 2012, “Day Trips: Destinations More than 60 Miles from
Birmingham,” Birmingham, AL, Newspaper
Atlanta Journal Constitution, January 26, 2012, “Picasso to Warhol,” Atlanta, GA, Website
The Macon Telegraph, February 3, 2012, “Packed weekend for the arts in Middle Georgia,”
Macon, GA, Newspaper
Access Atlanta, February 6, 2012, “‘Picasso to Warhol: Fourteen Modern Masters’ at the High
Museum of Art,” Atlanta, GA, Website
Technology in the Arts, February 6, 2012, “Connecting to Art with ArtClix,” Pittsburgh, PA,
Blog
Atlanta Journal Constitution, February 10, 2012, “Follow your heart…and these tips,” Atlanta,
GA, Newspaper
Passport Magazine, March 1, 2012, “Georgia Atlanta,” New York, NY, Magazine
Artists Magazine, March 12, 2012, “Picasso to Warhol: 14 Modern Masters,” Palm Coast, FL,
Magazine
Luxe Crush, March 22, 2012, “Pop Culture! Dean and Britta Do Warhol,” Atlanta, GA, Website
Artdaily.org, March 23, 2012, "Picasso to Warhol" brings in record school attendance at the High
Museum of Art, Atlanta, GA, Website
Art Relish, September 29, 2012, “Hanging Picasso's ‘Girl Before a Mirror’ at the High,” Atlanta,
GA, Website
The Atlanta Journal Constitution, September 29, 2012, “Modern Masters' moving into High,”
Atlanta, GA, Newspaper
Atlanta Magazine, October 1, 2012, “Picasso to Warhol: Fourteen Modern Masters,” Atlanta,
GA, Magazine
Atlanta Daily World, October 12, 2012, “High Offers $5 Tickets for College Students in
October,” Atlanta, GA, Newspaper
“Picasso to Warhol” Press Mentions
New York Times
October 23, 2011
“Picasso to Warhol” Press Mentions
Art Galleries &Artists of the South
Volume 8 Issue 2, 2011
“Picasso to Warhol” Press Mentions
Atlantan Magazine
October 01, 2011
“Picasso to Warhol” Press Mentions
Jezebel
November 01, 2011
“Picasso to Warhol” Press Mentions
Atlanta Journal Constitution
January 07, 2012
“Picasso to Warhol” Press Mentions
Atlanta Magazine
November 01, 2011
“Picasso to Warhol” Press Mentions
Art Daily
March 23, 2012
“Picasso to Warhol” Press Mentions
LuxeCrush Atlanta
November 14, 2011
“Picasso to Warhol” Press Mentions
Live Auctioneers
March 21, 2012
“Picasso to Warhol” Press Mentions
Wall Street Journal
October 08, 2011
“Picasso to Warhol” Press Mentions
Atlanta Journal Constitution
October 21, 2011
MoMA Series: Coming Soon
Fast Forward: Modern Moments 1913 ›› 2013 October 13, 2012 – January 20, 2013
Roy
Lichtenstein,
Henri
Matisse,
The Blue Window, 1913 Girl with
Ball, 1961
Fast Forward: Modern Moments 1913 ›› 2013 will chronicle the
historical arc of the twentieth century by focusing on six key years:
1913, 1929, 1950, 1961, 1988 and 2013. Each of these years will be
represented by a range of paintings, sculptures, works on paper, design
objects, and films that demonstrate the variety of art forms that emerged
at those pivotal moments.
SAVE THE DATE: MODERN MOMENTS GALA, OCTOBER 5,
2012