People love the Indianapolis Museum of Art. Locals are proud of it, and it’s internationally recognized for its general excellence. But visits were down, even from members. So in addition to its art collection, the IMA is leveraging its natural location, surrounded by 152 acres of woods, gardens and lawns, with a river flowing along the west side and a canal running through it. Not just art—art plus nature.
That’s why the website Y&L designed for Newfields actively seeks to display the campus as a whole—the museum is as important as ever, but we’re elevating the campus around it as well, displaying the wide variety of programming and facilities that are available to visitors.