The Object/Idea Spectrum

Is your new exhibition object-driven? Or idea-driven? Or is it a trick question, because it’s always “both”?

Hm.

Museums aren’t the same, yet we lump them all together. Here’s a new (I think) way to think about it: the object/idea spectrum.

Imagine a line segment running left to right.

Label the far left “Object-Driven.” Art museums are the anchor. Credibility is derived from objects visited for their beauty alone. Ideas are extra.

Label the far right “Idea-Driven.” Science centers are the anchor. Credibility comes from ideas, not authentic objects. People visit to experience the scientific process directly.

Put the rest in between, depending on whether visitors expect objects or ideas:

Far Left (Object) — art museums

Center Left — ethnographic and maritime museums

Center (50/50) — industrial and war museums

Center Right — history and natural history museums

Far Right (Idea) — science centers, children’s museums

Here’s the thing:

Why have a spectrum? The biggest problems arise when we mistake where on the spectrum our project actually fits. We have to either give visitors powerful objects, or powerful ideas to experience, or a mix, based on what they expect. 

Most importantly, projects that offer neither aren’t good for anyone. And they happen too often.

Warmly,
Jonathan

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MtM Word of the Day:
Work plan. A detailed schedule, more than a timeline, that outlines the tasks that happen leading up to milestones, and who is responsible for each. A key tool in project management that helps each team work on the right things at the right time.