Asian Art
Museum
© teamLab. Image courtesy of of San Francisco Asian Art Museum
With the most significant collections of Asian antiquities outside of Asia, the Asian Art Museum boasts an international brand and reputation that brings immense value to San Francisco. Following a $120 million expansion, the museum’s leadership sought to evolve its artistic and curatorial vision and approach.
Keen to usher in a new era of engagement, the museum aimed to craft a new interpretative model to generate compelling experiences for new generations of visitors and to evolve from digital infancy to digital maturity. Recognizing the need for strategic guidance, the museum engaged Chora as its strategic partner. This collaboration delivered a transformational strategic plan, culminating in a reorganization of the museum’s operations.
Chora played a pivotal role in this transformation focusing on recruiting specialized talent in experience design, set design, and digital production. These experts complemented the existing curatorial and education programming teams, shifting the museum's emphasis from static displays of objects to immersive visitor experiences and innovative digital engagement. This strategic shift marked a significant evolution in the museum's approach, aligning with its goal to engage new generations and achieve digital maturity.
San Francisco, California
“I took over the directorship of the Asian Art Museum in 2010, I set myself the goal to make Asian art and culture essential to everyone. The first phase of that transformation was physical; a second phase of the transformation called for a profound re-think of what an art museum should be in the 21st century. Our aspiration was to create an experience-centered museum where Asian and Asian American art and culture inspire and connect us. Chora played an essential role in facilitating the strategic conversations that led to a fully fleshed-out, results-driven strategic plan. The creativity, enthusiasm, managerial savvy, and collegiality of the Chora team helped me and our stakeholders find the best within ourselves. Chora was an effective strategic partner to the Asian Art Museum. Thank you Chora!”
— Jay Xu, Director and CEO, Asian Art Museum