Promoting a Small Museum.

The Hudson River Museum was known for Red Grooms' "The Bookstore," a site–specific art-as-commerce installation. After 30 years of use, "The Bookstore" was refurbished and re-installed as art, simply art. To celebrate, a Grooms retrospective was mounted.

Challenge: The museum's staff needed a blockbuster article to lift attendance mid-run.

Action: A well-known trade paper offered them a cover story. We were called in to interview the artist and write the piece. An interview with Grooms yielded unique insights and quotes.

Results: When the cover story appeared in print and online, exhibition attendance increased dramatically.