Press Office Event


Wednesday, May 29, 2013, 10AM Four Days of Free Admission to Follow Groundbreaking Event

Released: 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:

  • 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.


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.

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

Jill Lynch 415.357.4172 jilynch@sfmoma.org
Clara Hatcher Baruth 415.357.4177 chatcher@sfmoma.org
Press Office