Guggenheim’s Redesigned Website Extends Museum Experience Online‏

Image: Jen Wang
(NEW YORK, NY—April 21, 2016)— The Solomon R. Guggenheim Foundation launched an updated today, with a new user experience and design that places artwork at center stage, facilitates easy navigation of visitor information, and encourages engagement with the Guggenheim’s global, educational, and curatorial programs. The relaunch maximizes users’ interaction with art and ideas preserving the institution’s visual and conceptual heritage.
“The Guggenheim reaches nearly six times the number of visitors through our website than in our New York museum,” said Laura Kleger, Director, Interactive. “A visit to today’s Guggenheim can take a number of forms—from walking through our Frank Lloyd Wright building to exploring our Collection Online. We reconceived the website’s user experience, providing new avenues to enhance visits to our physical space and actively engage digital visitors. A fresh visual design, a streamlined architecture, and added content discovery mechanisms work in tandem to promote encounters with the art, ideas, and culture at the core of the Guggenheim’s mission.”
Showcasing artwork and responding to audience trends were core strategies of the redesign. To draw users into the Guggenheim’s Collection Online, one of the most visited areas of the site, a randomized selection of artworks from the museum’s collection appear at the bottom of every page. Streamlined navigation gives visitors more access to the Guggenheim’s archive of audio, photographs, texts, and videos. This archive includes curatorial research, artist interviews, exhibition tours, performance highlights, and discussions about art, architecture, and society. Encouraging content discovery, related items of interest are surfaced across the site—whether a video profile of Brazilian artist Erika Verzutti, a 1978 radio discussion about a Mark Rothko retrospective, or digitized telegrams from Frank Lloyd Wright during the planning of the museum. With the new architecture of the content management system (CMS), the audio player offers uninterrupted background listening as a visitor navigates throughout the site—a feature developed in response to the dramatic increase in consumption of the Guggenheim’s audio content since 2013. The new site is fully mobile friendly, with responsive layouts created for smartphones and tablets, as well as future screen sizes, allowing the digital audience to access information on their device of choice.
The new also enriches a visit to the museum by providing simplified and streamlined navigation and easier access to exhibition, educational, and visitor information. A “Now in New York” feature, accessible on every page, allows users to find information about the day’s exhibitions, events, and museum schedule. With one click, it displays museum hours based on the current day and time in New York. Bringing together the Guggenheim’s global activities, the websites for the Guggenheim Bilbao and the Peggy Guggenheim Collection are effortlessly accessed through footer links to information for visitors and details about programs. Visitors are now able to explore art, curatorial research, and global initiatives across the Guggenheim’s distinctive constellation of museums and beyond.
The refreshed design reflects both the Guggenheim’s classic and avant-garde sensibilities, with a nod to the Guggenheim’s existing identity (developed by the design firm Pentagram). A new digital color palette includes a range of grays and blacks with two accent colors, allowing the artworks to be the prominent focus of every page. The typography combines Galaxie Copernicus and Verlag, the latter of which is the font family that was originally dubbed “Guggenheim” and made to reflect Frank Lloyd Wright’s lettering on the museum’s exterior. In addition to the user-facing improvements, the website’s infrastructure has been modernized and simplified, specifically designed to adapt to future advancements and embrace new digital opportunities. The objectives and process of the redesign, as well as details about the site’s features and enhancements, are detailed on the Guggenheim’s blog.
About the Solomon R. Guggenheim Foundation
Founded in 1937, the Solomon R. Guggenheim Foundation is dedicated to promoting the understanding and appreciation of art, primarily of the modern and contemporary periods, through exhibitions, education programs, research initiatives, and publications. The Guggenheim network that began in the 1970s when the Solomon R. Guggenheim Museum, New York, was joined by the Peggy Guggenheim Collection, Venice, has since expanded to include the Guggenheim Museum Bilbao (opened 1997) and the Guggenheim Abu Dhabi (currently in development). Looking to the future, the Guggenheim Foundation continues to forge international collaborations that take contemporary art, architecture, and design beyond the walls of the museum, including with the Guggenheim UBS MAP Global Art Initiative, and with The Robert H. N. Ho Family Foundation Chinese Art Initiative. More information about the foundation can be found at