project overview
Getty 25th Anniversary
LOCALIZATION
Community Conversions
The Getty wanted an innovative way to bring the museum to Los Angeles residents where they are, in a localized manner that celebrated the artists and cultures of each of the 10 neighborhoods where the traveling exhibit would be displayed.
SOLUTION & APPROACH
Portable Screen Exhibits
The solution was to deploy a large-scale LED display system
for the Getty Museum that extended their 25-year anniversary beyond the museum walls and into the community.
By leveraging high-impact, modular screens, this enabled the Getty to showcase curated artwork, highlight community initiatives, and deliver dynamic storytelling across multiple locations. This approach transformed traditional exhibition into
a mobile, immersive experience, increasing visibility, accessibility, and engagement with new audiences throughout Los Angeles.
CONNECTING VISUALS
Utilizing visuals that connected across the screens helped to entice and immerse, and turned the videos into an exhibit of their own to convert the viewers into Getty visitors.
The presentation included content from the Getty collection of paintings, graffitti art, drawings, and photography.
Click on the thumbnails below to watch a short snippet from each.
LOCALIZATION
Diverse solutions tailored to every neighborhood
When the exhibit was displayed at a given location, a localized "CELEBRATING YOUR COMMUNITY" video was incorporated as part of the looping presentation.
Each community video was a 90-second edit highlighting local culture and art. Click on the thumbnails below to watch them in their entirety:
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Call our office at 818-487-8300 or reach Mark Lujan by text at 213-909-6881 or by email mark.lujan@hurwitzcreative.com