Event Press Release


SFMOMA’S GROUNDBREAKING CEREMONY MARKS BEGINNING OF SFMOMA’S TRANSFORMATION

Wednesday, May 29, 2013, 10AM

Four Days of Free Admission to Follow Groundbreaking Event

Release date: May 16, 2013

SFMOMA’S GROUNDBREAKING CEREMONY MARKS BEGINNING OF SFMOMA’S TRANSFORMATION

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.

What    

The ceremony will include presentations by San Francisco Mayor Edwin M. Lee, Snøhetta principal Craig Dykers, and museum leadership, as well as:

  • The debut of an artist-conceived augmented reality mobile application that allows guests to experience a creative reimagining of SFMOMA’s future building.
  • A wall of Snøhetta-inspired cookies created by pastry chef Caitlin Freeman of SFMOMA’s famed Blue Bottle Coffee Bar.
  • Limited-edition packets of native “groundbreaking seeds,” designed by local artist Tucker Nichols and inspired by the new building’s large-scale vertical garden.

Who    

SFMOMA Director Neal Benezra
SFMOMA Board Chair Charles R. Schwab
San Francisco Mayor Edwin M. Lee
Snøhetta Principal Craig Dykers

When  

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

Where  

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.

To attend Media RSVP to wendy@norriscommunications.biz or commassistant@sfmoma.org

Media Contacts

  • Robyn Wise, 415.357.4172,

Wendy Norris at Norris Communications, wendy@norriscommunications.biz; 415.307.3853

Sascha Freudenheim at Resnicow Schroeder Associates, sfreudenheim@resnicowschroeder.com,  212.671.5151

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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 to open in 2016 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, from June 3, 2013 to early 2016, SFMOMA will be “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 our Web site at www.sfmoma.org or call 415.357.4000 for more information.

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