Rebranding Art Museums

Yes-and also, it must be said, No. A clear sense of this can be gained by considering the 2003 redevelopment of the National Gallery of Victoria (NGV) in Melbourne, Australia's second-largest city, in the light of the aspirations embodied in the original building that served as its template. The first building was considered a thoroughly modern museum when it opened to the public in 1968. We should not forget that it was not all bad; there were certainly innovative aspects that one must credit to the vision and insight of the architect, Roy Grounds. For one thing, the 1968 building signaled a strong sense of engagement both in its design and layout.