Guggenheim Museum Opens Its Iconic Façade for Ad Sales

The Solomon R. Guggenheim Museum in New York is putting its iconic façade to work. For the next week, visitors and passersby will see a projection for Godzilla x Kong: The New Empire (2024) featuring the titular monsters running in slow motion across the Frank Lloyd Wright-designed building.

“The idea came to us just last week, when Beyoncé projected an ad for Cowboy Carter on our exterior,” the Guggenheim shared in a statement with Hyperallergic. “We were like, ‘Nice,’ because we’re part of the Beyhive, but we also realized we had missed a pretty big opportunity to make a lot of money really fast.”

Ticket sales aren’t what they used to be. The Guggenheim is already one of the most expensive museums to visit in the city, having raised admission prices to $30 for non-members last August. But it simply wasn’t enough. Now, to meet its revenue goals for 2024, the museum is selling advertising space on its world-famous spirals.

What’s next? This spring, the institution is looking forward to projections by brands like Ikea, Samsung, L’Oreal, Yoplait, and Tinder. “We’re honored to team up with industry leaders on creative façade activations and remain optimistic about the benefits these partnerships will bring to the Guggenheim community.”

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