“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

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.

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.

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.

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:

: 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.

: 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.

: 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.

“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.