MoMA in the Subway

MoMA has come to our subway stop at Atlantic Ave/Pacific St in Brooklyn. Famous works by Pablo Picasso, Cindy Sherman, Edward Hopper, Georgia O’Keefe, and others have replaced the usual ad space all over the vast subway underground. When I studied art & philosophy of art in college, we talked often about the context in which art is viewed - the typical gallery/museum space with white walls, quiet as a mouse interior, slow moving people - and then what it means when that context is altered or when you view something outside of that context. This subway stage does a little bit of that, but acts more as an effective ad campaign, reminding people like me that these works I once studied in books, in a classroom, in Lewiston Maine exist just a subway ride away.

The site for this marketing campaign goes live later today, but you can read more about the campaign, spearheaded by MoMA's new marketing advisory committee, in the Times here.