commuters

Brooklyn’s MoMA ATLANTIC / PACIFIC project. The exhibition consists of reproductions from the museum’s permanent collection posted in the Atlantic / Pacific subway station.
The temporary large-scale installation includes works of well known artists like Pablo Picasso, Jackson Pollock, Georgia O’Keeffe, Man Ray are sure to inspire commuters jetting through or entertain those who care to linger and peruse the collection. With over 50 pieces filling all the conventional ad units, the station has been transformed into a gallery-esque experience. There is even a toll-free number to allow station goers to access audio information about selected works, as well as a website with information about the project atlanticpacific.

The purpose of the underground campaign is to create a greater awareness of the MoMA collection housed at their Midtown location. For casual passersby, signs posted at payphones throughout the station instruct on how to dial the toll-free MoMA factline for audio information about the works, but planners can download the full audio commentary to iPods, making it that much easier to get a little cultured. In addition to the audio features, a customized project website includes a map and guide to the artworks.

MoMA Atlantic/Pacific
10 February-15 March 2009
Atlantic/Pacific Station
Brooklyn, NY 11217 map
tel. +1 888 939 6662

via coolhunting