MOMA—Atlantic Station advertising domination!
http://www.thirteen.org/sundayarts/blog/museums/moma%E2%80%94station-domination/675/
Remember the sad time when MoMA closed its headquarters for renovation, forcing legions to cross the god-forsaken East River to Queens, where it shattered the space/time continuum in a hangar-like aluminum shed? It’s not exactly the same, but some masterpieces from MoMA have transplanted themselves, via giant plastic decals, into the Hades-like Atlantic/Pacific transit complex in Brooklyn in what has been dubbed a Schwarzeneggeresque “station domination.” (The catacombs have NOTHING on this monstrosity of tunnels and stairs, although Manhattan’s Fulton Street subway complex surely does.)


But today I noticed that huge, round pink stickers have been added here and there. They feature a big price at center, with a qualifier. “$0 – Target Free Friday Nights.” “$75 – Membership.” “$120 – Dual Membership.” Which promptly reminded me that they’re selling MoMA itself through this whole endeavor. It’s not that I forgot that, but it made it feel like the original, pricetag-free installation was just one huge hunk of cheese put out to bait us two-legged rats. It provokes the age-old debate between the enriching/provocative qualities of the artworks themselves versus their monetary value.
It’s a brilliant installation and marketing ploy, but who knows how many subway riders they’re going to convince to part with 75 precious clams (or as MoMA itself frames it, nearly the cost of an unlimited monthly Metrocard) when they just saw the highlights for nothin’. But it sure is fun watching them try.
Photos of Atlantic Avenue/Pacific Street subway station, Brooklyn by Jeff Baxter.
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