New Museum live-streamed 20-plus exhibitions across New York for its 40th birthday

Mark the New Museum's 40th anniversary and continue its mission of 'new art, new ideas' by taking the museum's fall season beyond its walls and to New Yorkers wherever they already were.

Over 20 live streams of the museum's exhibitions — including 'Trigger: Gender as a Tool and a Weapon' — broadcast on donated screens across the city.

Launched December 1, 2017 with media agency Horizon and local businesses: live streams ran through December 31 at noted locations including Times Square, Hotel Indigo, Mr. Purple and Barcade. Key moments included performances by 'Trigger' artists Nayland Blake and Justin Vivian Bond, 'Who's Afraid of the New Now?' programming with over 40 artists including Raymond Pettibon, Carroll Dunham, Sharon Hayes and Jeff Koons, and sketching in the galleries with illustrator Jason Polan.

Droga5 framed the work as a modern-day interpretation of the New Museum's 1977 'Window Series,' which put artists' work in street-level windows — the third collaboration between museum and agency, after the 2007 Bowery relocation campaign and 2013's 'Recalling 1993' reinvented phone booths.

For its 40th anniversary, the New Museum partnered with Droga5 and Horizon Media on 'New Museum LIVE': over 20 live streams of exhibitions throughout the museum — including 'Trigger: Gender as a Tool and a Weapon' — broadcast via donated traditional and nontraditional media displays across New York City, from Times Square to Hotel Indigo, Mr. Purple and Barcade, through December 31, 2017.

The streams were punctuated with live moments: performances by 'Trigger' artists Nayland Blake and Justin Vivian Bond, a conversation with Refinery29's Rebecca Adams, 'Who's Afraid of the New Now?' programming featuring over 40 artists who shaped the museum across four decades — Raymond Pettibon, Carroll Dunham, Sharon Hayes, Jeff Koons — and gallery sketching with illustrator Jason Polan.

Group creative director Don Shelford traced the idea to the museum's own founding gesture: the 'Window Series,' its first exhibitions, which invited artists to display works in street-level windows for the public. 'New Museum LIVE' recast that 1977 idea for screens across the city — the latest in a Droga5 run with the museum that included the 2007 relocation campaign for its Bowery building and 2013's 'Recalling 1993,' which reinvented the city's phone booths.

Live streams turned the museum's constraint — one building on the Bowery — into a distribution network of borrowed screens across Manhattan.

The 40th anniversary gave a reason to reach back to the founding 'Window Series,' making the campaign a quote of the museum's own history rather than an ad about it.

Donated media placements in bars and hotels caught New Yorkers in leisure contexts where gallery advertising never runs.

Programming moments (performances, sketching, artist conversations) gave the streams an appointment-viewing rhythm through December.

Anniversaries are a licence to quote yourself: reviving the founding 'Window Series' idea with live streams made the museum's own history the medium.

'New Museum LIVE' broadcast through December 31, 2017, with key moments running from December 1 across more than 20 live streams of the museum's fall exhibitions.