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.
This video played (silently) on monitors located where visitors could get ideas of the different programming happening around the campus. From this one unified source, they could learn places or exhibits to visit while they were there—actively expanding the indoor museum experience to the entirety of Newfields.