MoMA Unadulterated is an alternative audio tour created for the permanent gallery of MoMA New York. Each piece of art was analyzed by experts aged 3-10, as they shared their unique, unfiltered perspective on such things as composition, the art's deeper meaning, and why some stuff's so weird looking. This is Modern Art without the pretentiousness, the pomposity, or any other big "p" words. This is MoMA... Unadulterated.
The exhibition was a huge hit and caught the attention of local and international media. More importantly it made a huge impact with museums worldwide as they'd been hunting for opportunities to connect with new audiences.
Yes, we may have hacked / hijacked one of the world's most respected cultural institutions but instead of suing us, they promoted us. Hacking such a huge brand was always going to be a gamble but the reason I began Audio Tour Hack was to demonstrate to the world that there were new ways to reinvigorate exhibitions and new opportunities o speak with wider audiences. I wasn't going to achieve this by waiting around for permission. Even better was when the Guggenheim found out that we'd also hacked the MoMA and started promoting our show - but not without reminding the internet that we'd hacked them first. I am very grateful to both museums for their support and for not suing us.
We interviewed 14 kids aged 3 - 10 years of age from in and around New York. All of them were absolute superstars.
I designed a series of outlined icons to represent each art piece on the tour and then gave them to the kids to color in. Not only did this subvert copyright infringement ; ) it gave the kids another outlet to connect with the art.