Project Title:  NHM Next 

Museum/ Institution: Natural history Museum of Los Angeles

Media Category: Digital signage

Program Created:  The NHM Next Campaign began in 2007, to be finished in 2013 

Program URL (if available):  http://www.nhm.org/site/about-our-museums/nhm-next-campaign

Project Image(s) and/or Video

Media Source(s)/Credit(s):

http://www.signshop.com/features/wayfinding-through-natural-history

http://www.nhm.org/site/about-our-museums/nhm-next-campaign

Program Description: (150-250 words)

The Natural History Museum of Los Angeles began extensive renovations in 2007, known as the NHM Next Campaign.  Included in these renovations are an added 3.5 acres of garden, five new exhibits, "letting sunlight into our building, and bringing our scientists and their work into public view" (http://www.nhm.org/site/about-our-museums/nhm-next-campaign).  The Campaign will be completed by 2013, in time for the centennial celebration of the museum.  The museum requested a "wayfinding and graphics system that would guide visitors through the museum—both during construction and after—while complementing the diverse architectural conditions" (http://www.signshop.com/features/wayfinding-through-natural-history).  As seen in the photos above, current uses of this digital signage include the entrance and admission desks, North American Mammals Hall (behind the dinosaurs), and the Hall of African Mammals.  New York-based Carbone Smolan Agency designed the signs.  They were asked to develop "a system that could be easily modified to accommodate new exhibitions and increase accessibility during the period of renovation" (http://www.signshop.com/features/wayfinding-through-natural-history).

Firsthand or secondary review/critique: (150-250 words) 

Although this seems to be a pretty straightforward digital signage project, I think it is commendable that the museum is updating its look and feel.  The Campaign is well-timed, both technologically and chronologically (with the centennial coming up soon).  Digital signage is becoming common in museums, and this appears to be a well-done installation.  According to Sign Builder Illustrated, the Carbone Smolan Agency had four primary purposes: "Create the three-dimensional expression of a new branding campaign; Invigorate existing public spaces that weren't scheduled for renovation; Enhance the visitor experience by guiding them through the museum with a complex wayfinding system; and Build a solid foundation for signage that would be affordable and adaptable for the future by their in-house team" (http://www.nxtbook.com/nxtbooks/sb/sbi0211/index.php?startid=32#/36).  I think these are great goals for this project, and it really reflects what the museum wanted out of it.  I particularly appreciated the sustainability of the signs by in-house workers.  I would have liked, however, to see a few more types of the digital signs, or perhaps some video to see them in action.  If they are static signs that happen to be on digital screens, then some of their potential is lost.  But if they are dynamic as well as updatable, then I think there is a good chance the signs will be successful with the visitors and to the museum's overall campaign.  

Technologies incorporated:

Digital media, including images of collection

Enhanced LED lighting

Large-screen HDTVs

Internally or externally produced: Externally produced by the Carbone Smolan Agency 

Entry Contributor and Date: Leah Juster, 04/25/11

Related projects:  Smithsonian's NMNH digital wayfinding http://launchdm.com/portfolio/digital-signage/smithsonian.html