Making My Way Through MASS MoCA

To say the Massachusetts Museum of Contemporary Art (MASS MoCA) is huge would be an understatement. The site includes 26 buildings covering 16 acres across downtown North Adams, Massachusetts. It is estimated that “…it would take a four-mile walk for visitors to see all the art on campus” (Sisson, 2017). Not that I knew any of this before my visit, or realized it while I was there, although I did pick up on the enormity of the space before I even parked.

MASS MoCA was created with a dual purpose: to exhibit both contemporary and performance art, and to help revitalize the community. With signage throughout the town leading to MASS MoCA and signage in the museum leading out to the town, the close relationship between the two is evident everywhere. Admission tickets are even good for two days to encourage folks to stay in town.

Wayfinding 

The wayfinding starts outside. Throughout the town there are signs leading the way to the museum and museum parking. From the on-site parking lots iconic circles with directional arrows lead you through the maze of buildings to the main entrance. Once inside the ticket counter is to the left and information desk to the right.

After getting my ticket I was directed to the information desk to get a visitor guide (map). There were also exhibit booklets and various brochures available. When I mentioned it was my first visit the woman at the desk showed me how to use the map to navigate the interconnected buildings so I wouldn't miss any exhibits. Could I have figured it out from the map alone, yes. Was I grateful I didn't have to, also yes.

Inside it was smooth sailing. Building entrances were clearly marked with large text and had exhibit booklets with information on the artists that you could take with you. Some entrances had information painted right on the wall, utilizing font size and color to create a hierarchy of information.

In places with exhibit specific instructions, like touch, don't touch, or no pictures, there were signs. Sometimes freestanding, sometimes on the wall, and in one instance painted on the floor. This one read, "Do not cross line. Alarm will sound."

Exhibit Signage

Individual works had signage detailing the name of the piece, the materials, etc., either on a wall next to it or nearby so as to "not distract viewers from experiencing the objects" (Jacobson, pg. 132). A consideration, according to C. G. Screven, not always afforded by designers of museum spaces.

There was also mystery signage next to outward looking windows that seemingly belonged to nothing. However, closer examination revealed some belonged to exhibit pieces outside of the museum that were visible through the accompanying window and others were short stories from townspeople or brief histories of things about town.

Between exhibit spaces there were signs indicating the direction of what was nearby, locations of exits, and restrooms. MASS MoCA also has, "cognitive rest areas" that separate thematic areas and help visitors absorb what they have seen" (Jacobson, pg. 148). These resting places either had no artwork or a limited amount so that it was visually quiet. Some spaces had the traditional museum benches. Others were little nooks with cozy chairs. There was also a rather large area with comfy seating, tables, and a collection of books that could be read on site.

Analysis

My experience at MASS MoCA was incredible. In about two hours I explored seven buildings, each with two or three floors of exhibits. I found the wayfinding signage to be on point, never once did I feel lost, and the exhibit information was thorough. I also appreciated that there were many booklets available rather than only a few to be shared as I have seen at smaller museums.

While guided tours are available, the majority of visitors I observed were self-directed. Whether they were armed with a map and a sense of purpose or just meandering through, they moved through the exhibits efficiently. Even with people stopping to look at different pieces, to read about them, or, when permitted, interact with the objects, there were no traffic jams.

Suggestions

The only changes I would suggest is for the communication of exhibit specific instructions. With "...galleries of different shapes and configurations, each one with its own idiosyncratic character" (Brettell and Lamster, 2017), it's important to be as consistent as possible so visitors know what is expected of them. For instance, the warning painted on the floor, I never saw it. Luckily a museum guide was nearby to stop me from setting off the alarm. Additionally, only one exhibit had warning signs in a language other than English. And they were scattered in different areas, across different floors.

In discussing his Sign-Posting Information Design theory, Romedi Passini's says, "The measure of quality for a design is not simply the designed product but also the users' behavior and satisfaction." (Jacobson, pg. 87). With that floor warning my behavior was not what the museum wanted and if that alarm had gone off we both would have been dissatisfied. Passini also talks about how in complex settings, which MASS MoCA certainly is, people don't take in all the information around them, especially if it is placed where it is not yet needed, or I would add where it is not expected.

To remedy unintended rule breaking research could be done into the effectiveness of existing signage as well as the language needs of visitors. Through direct observation they could note how visitors move through the buildings, whether they are engaging with exhibits or just walking through the space. Then test out various placements of signage and/or the use of font size or color to attract attention to warnings that appear in unusual places.

Conclusion

Overall it appears MASS MoCA was very thoughtfully designed. It is an incredible museum where visitors can allow themselves to get lost in the artwork without feeling lost in the space. As I walked out of the museum there was a large map of the town painted on an exterior wall encouraging visitors to explore further. After reading the stories of the town and of the townspeople I bet a lot visitors do just that.

Resources:

Brettell, R. and Lamster, M). 2017, August. MassMOCA: What Dallas Can Learn From a Museum in Rural Massachusetts. Retrived April 14, 2019 from https://www.dallasnews.com/arts/architecture/2017/08/24/massmoca-dallas-can-learn-museum-rural-massachusetts

Jacobson, R. (1999). Information Design. Cambridge, MA: The MIT Press.

MASSMoCA. (n.d.). Retrieved April 14, 2019 from massmoca.org 

MASS MoCA. (2015, May 5). MASS MoCA in 2 Minutes (Almost). Retrieved April 14, 2019 from https://www.youtube.com/watch?time_continue=13&v=jiBj2SX_S7Y.

Scruggs, G. (2014 December 18). What Big-City Museums Could Learn From This “Company Town” For Art. Retrieved April 14 2019 from https://nextcity.org/daily/entry/city-museums-art-mass-moca-north-adams

SEGD. (n.d.). Wayfinding MASS MoCA. Retrieved April 14, 2019 from https://segd.org/wayfinding-mass-moca

Sisson, P. (2017, May 31). Can Contemporary Art Help Revitalize Rural America? Retrieved April 14, 2019 from https://www.curbed.com/2017/5/31/15712130/museum-contemporary-art-rural-development-mass-moca