Release date: May 16, 2013
Join SFMOMA for a defining moment in the museum’s future: a groundbreaking ceremony to celebrate the start of construction at the site of the expansion. SFMOMA’s 225,000-square-foot Snøhetta-designed expansion represents a transformation of the museum as a whole. When the museum reopens in 2016, it will provide greater art experiences, more free-to-the-public space, and enhanced education programs for schoolchildren, expanding its role as a place for learning and inspiration in the Bay Area.
The ceremony will include presentations by San Francisco Mayor Edwin M. Lee, Snøhetta principal Craig Dykers, and museum leadership, as well as:
SFMOMA Director Neal Benezra
SFMOMA Board Chair Charles R. Schwab
San Francisco Mayor Edwin M. Lee
Snøhetta Principal Craig Dykers
Wednesday, May 29, 2013 • 10 a.m.–noon
10 a.m.: Check-in, refreshments, viewing of expansion augmented reality app
10:30 a.m.: Brief remarks and ceremonial groundbreaking gesture
11–11:30 a.m.: Event ends; guests invited to mingle before departing
11:30 a.m. –noon: One-on-one media interviews with SFMOMA leadership, the Mayor of San Francisco, and Snøhetta
Held at the SFMOMA construction site, located behind the museum on Natoma Street. Please enter through SFMOMA’s main entrance on Third Street.
A press check-in table will be set up in the museum’s main atrium.
The groundbreaking event also kicks off the museum’s Countdown Celebration, a free four-day public celebration (May 30 through June 2) leading up to SFMOMA’s launch out of the building and into the community. From June 3 until the museum’s newly expanded home reopens in early 2016, SFMOMA will be on the go, presenting new art experiences throughout the Bay Area and beyond.
SFMOMA’s groundbreaking ceremony is an invitation-only event. It will be broadcast via a live webcam on the SFMOMA website. The general public will also be able to download and experience the augmented reality app following the groundbreaking ceremony.
Wendy Norris at Norris Communications, email@example.com; 415.307.3853
Sascha Freudenheim at Resnicow Schroeder Associates, firstname.lastname@example.org, 212.671.5151
San Francisco Museum of Modern Art
151 Third Street
San Francisco, CA 94103
Founded in 1935 as the first West Coast museum devoted to modern and contemporary art, SFMOMA is currently undergoing a major expansion project that will significantly enhance gallery, education, and public spaces, enabling the museum to better showcase more of its expanded permanent collection. While the museum is temporarily closed for construction, through 2016, SFMOMA is “on the go” with an extensive array of off-site programming across the Bay Area, including collaborative and traveling museum exhibitions, major outdoor projects and commissioned installations, and new education initiatives.
Visit sfmoma.org or call 415.357.4000 for more information.