The Broad Redefines the Museum Experience

My husband, Bill a prolific and talented artist, and I delight in exploring special museums. While traveling through Los Angeles recently, I was very excited to visit The Broad, a new contemporary art museum founded by philanthropists Eli and Edythe Broad Museum. The museum is home to the more than 2,000 works of art from the Broad’s comprehensive collection and showcases postwar and contemporary art from around the world.

I loved the building and enjoyed the collection. And I was completely wowed by the distinct, fresh and unconventional service. In most museums, the ‘guards’ are ever present, dressed in official-looking uniforms, bored to death and simply there to protect the art and tell you to step away, not to touch, lean or disturb the exhibits in any way. It would never occur to me to ask them about the art or engage with them other than to smile or exchange a pleasantry, if that much. I have often thought that being a museum guard was one of the worst jobs I could imagine.

It was immediately clear to me that the staff in all the galleries at The Broad was different. For starters, each ‘guide’ wore personalized creative and completely black ensembles. Without delay, they engaged us in conversation by making suggestions as to how best to enjoy the exhibits, which rooms to see first and second, asking questions, offering opinions, and volunteering to enhance our experience in a variety of ways. Some had “tools” to hand out, such as literature on specific artwork, others simply made themselves available by asking if we wanted to know more or telling us what else was available at the museum.

This was a marvelously unique and enriching way of experiencing art in a museum. I began to question them as to their experience and background. Turns out, every person hired at The Broad is connected to the art world in some way. The people I spoke to had degrees in graphic design, Ph.D.s in fine art, were artists themselves, or had degrees in art history. I was delighted by the multifaceted exchanges with the staff that deepened my understanding of the artwork. I hope more museums follow suit and this kind of engagement becomes the norm rather than the exception.