MASS MoCA Wayfinding Process Book

WAYFINDING DESIGN

All work within this booklet and the supplemental materials was created, researched, and designed by Anna Driscoll Northeastern University Environmental Design Fall 2016

CoNTENTS

Problem

pg.05 Background

pg.23 Brainstorm

pg.27 Research

pg.37 Development

pg.45 Solution

pg.61

PRoBLEM

This section addresses the problems with MASS MoCA’s current and lack of wayfinding signage and system.

Hi, I’m a new visitor.

What is the best but also quickest way to go through the museum?

Um...well check out the first floor and make sure you stay on the second floor and eventually go to the third, but...

I’m from North Adams so I have been here many times but I just heard you have an outdoor space?

Where should I drop off this supplies delievery?

What is an exhibition that I should see if I only have a limited amount of time?

What is an exhibition I should see if I have all day here and can take the time to explore?

I’ve been here before but I can’t remember how to get to the Sol LeWitt gallery - can you help?

How do I make sure I don’t miss anything?

There are so many different ways to get there. First try going through here and up the stairs into another gallery...

If you go through the door behind the ticket counter and then down into the driveway and over a bridge...

You can turn around here and go up the bridge and that will put you on the second floor of the gallery space...

Well...

Problem starts when a visitor buys a ticket and asks the staff questions about how to move about the museum.

Don’t know how to explain the layout. Disconnect from how the employees know the space.

PRoBLEM

1

2

3

4A

4D

4B

4E

4C

The next problem arises right after you first enter the museum space. There are so many different choices on where to go next, and you don’t know where to go first.

PRoBLEM

The problem continues the deeper and deeper you get within the museum. There are lots of different ways to get to the same space, and one doesn’t know if they have missed a gallery.

PRoBLEM

Anthor problem that arises as the visitor moves about the museum is that they don’t know what they are allowed to go into and where they are not allowed to go.

PRoBLEM

Sometimes exhbits within the spaces will alter the environment of the space, often with lighting. This can make directional and information signs difficult to find and read.

PRoBLEM

The museum further confuses the visitor not only with its unconventional layout but also with the inconsistennt types of signs and their various designs.

PRoBLEM

There are some parts of the museum that a visitor who has been there many times could still not know about. Such as the third floor gallery or the outside buildings and gallery spaces.

PRoBLEM

These problems will continue if not addressed soon, MASS MoCA is currently in the process of finishing up a restoration project that will add a whole building’s worth of gallery space to the layout.

PRoBLEM

BACKGRoUND

This section provides a brief history of the site that is now the campus of MASS MoCA, as well as shed light on the timeline of the museum.

MASS MoCA is a contemporary art museum located in an old industrial campus within North Adams, which is located in the Western part of Massachusetts, in the beautiful Berkshires.

1860

1852 1799

Town settled.

Textile factory, Arnold Print Works emerged.

1825 1814

Regular mail is established.

Textile Factory goes through a terrible fire.

Construction on the Hoosac Tunnel begins

Becomes Industrial Facilitiy with the power of the river.

1872

1878

Hoosac Tunnel is finished.

Town seperates from “Adams” by the railroad the connects to NY.

1895

“North Adams” becomes a city.

1900

26 Buildings on the campus.

1905

More than 3,000 w leading facility in textiles

1985

1960

1986

Sprague cloes.

North Adams is de-industrialized.

Campus is listed on National Registry of Historical Places.

Peak of Sprague.

Community of 18,000 people.

Williams College starts looking for a large exhibition space.

1988

1999

2017 1942

Arnold Print Work closes, Sprague Electric opens.

MA Gov’t gives $18 million to look at the campus.

MASS MoCA opens!

Final renovations are finished!

The campus has undergone may changes and uses. It is made up of 26 old, industrial, brick buildings. This structure is atypical of a museum, but it provides an exciting space to display contemporary art.

It is difficult for visitors to navigate the museum. Some might argue that getting lost and exploring is a part of the experience - but not everyone enjoys actually being lost and some people might be in a rush. And no one should miss out on any of the amazing art that is found all over the campus.

workers, n printed

BACKGRoUND

BRAINSToRM

This section provides insight to the initial thoughts and connections between the space and the design of its wayfinding system. Not all of the ideas shown here will be utilized in the final product.

Buzzwords

Conveyor Belt

Thresholds

architectural textile electrical rust paint wood metal industrial fabrication three dimensional minimal conveyor belt structure beams thresholds stairs bridges explore numbers names landmarks architectural landmarks orange yellow mint green movement light space interactive noninvasive columns studs windows

Someone mentioned that moving through the museum could be thought of like a conveyor belt -- especially after the completion of phase III

The thresholds, to different galleries and inbetween conencted buildings are think spaces that could be utilized

The second floor would be the emphasis of this naviagation, as it is the only floor that is all connected One would have to be comfortable with leaving and returning to the second floor How to depict this? How to convey this without being obvious?

Think about shape, textiles, surface, circular motion, sense of consisten forward direction

They provide an area where acrhictectural elements could be added, and they would appear as if they were apart of the original structure Something metal, but noticable for people that are lost or looking for direction Have to be able to blend with different exhibits, like they do now

Numbers

Noninvasive

Only people who know the history of the campus really use the numbers to identify each building

The idea of Adaptive Reuse from Bruner Cott (the architecture firm in charge of restoring the campus buildings and creating gallery spaces) really resonanted with me

Some buildings have numbers on the outside (1, 2) Some have a randomly placed placard with the history of the building and the number it was assigned (10) The map that is given to visitors of the museum utilizes the numbers, but there aren’t any identifies within the actual galleries or exhibition spaces to tell these viewers what building they are currently in or trying to get to

This relates to the materials of the wayfinding system and the design How can the design work with the architecture instead of against it or overshawdowing it?

Use the yellow arrows to get you to the ticket booth and then transform into a more industrial wayfinding system A gallery space dedicated to the history of the campus and the affect on the community -- maybe outside of the theater

Background of MASS MoCA’s campus, highlight the various uses and it’s effect on the surrounding community.

The problem of navigating the museum comes from its layout. How do we fix this?

BRAINSToRM

Inspiration from Pinterest. Specifically looking at the materials that relate to the history and architecture of the buildings. Looking for materials that would fit in, not be obtrusive, but still portray information.

BRAINSToRM

‘try turning around’ signs ‘please touch’ signs ‘please do not touch’ signs ‘please open’ signs ‘try going up here’ signs ‘try going down here’ signs

Metal Brackets

‘try going outside here’ signs suggested actions - leaving the conveyor belt, but having the belt as the main track having the belt / second floor be on all of the maps, and then the offshoot that the visitor is currently in informational facts or a gallery of the history about the museum (like ISG) window action notes: ‘look out here, how do you get there?’ and then have a small map, or a pile of pamphlets use of numbers as a checklist, not an ordering system - how to deter from counting

Threshold

Threshold with Metal Bracket

Using the Metal Brackets, an architectural element to indicate to the visitors that there is wayfinding information in this threshold

Maybe has a colored bolt in the bracket as more of an indication? What would this bracket indicated?

Using architectural elements and materials already found in the museum campus and from its history. Will be noninvasive, and be able to be easily applied to the current place. Try using directional vocabulary and arrows to indicate how the visitors should move throughout the space?

BRAINSToRM

Conveyor Belt as a metaphor, an easy way to talk about how to move through out the museum Do we want to visually see a belt? a loop? an actual, physical conveyor belt?

Conveyor Belt

Abstracted Map

Suggested action and way of moving about the museum. References the museum’s history. Allows for visitors to still have to explore, but then gives them a directional understanding of the campus.

BRAINSToRM

RESEARCH

This section displays the research of the site and how people interact with the space through user scenarios.

People Who Need to Navigate

Where Do They Enter?

Where Do They Go Next?

Employees -Management -Staff

-Security Guards

Front door? Do they park in the same parking lot?

Delivery People

-Art, Food, and Other

Regular Services

Back garage-like door, under newly heightened bridge

New Tourists

-North Adams-ites

-Day Trip-ers -Overnight-ers -Couples -Families -Students -Seniors -Art Lovers -Non-Art-ies

Front door, follow the yellow arrows, past the trees, no signage on building except for black and white ‘M’ with arrows pointing at either door

Offices on third floor, Check out the galleries, Ticket counter, and food service counters, their places around museum Not far into the museum, either to a specific gallery or to the food holdings, or office supplies closet To the ticket counter, then to information booth, then into the first gallery through the doors on the left -- then multiple options of where to go.

Some will go quickly through the museum on the ‘conveyor belt’ loop, some will meander through galleries unafraid to explore and take time

Returning Tourists

-North Adams-ites

-Day Trip-ers -Overnight-ers -Couples -Families -Students -Seniors -Art Lovers -Non-Art-ies

Front door, same path

To the ticket counter, then into the doors on the left, will go through probably a similar, if not the exact same, path they took the first time there (depending on the amount of time they intend to spend at the museum)

Artists -Exhibitionists

Front door? Back door?

Maybe a look through the museum? Their gallery space

Do They Get Lost? Where?

Thoughts

Maybe on their first day, but after that they know their way around. Staff at ticket counter couldn’t explain how to get around the museum, directed them toward the info desk who also did not explain the system well and just summarized the whole place Missed galleries whose entrance is not obvious, some won’t even know that they missed some. Won’t know about the exterior exhibits.

If looking for specific artist, can’t find that exhibit easily.

Won’t go in galleries with doors half opened or closed (climate controlled one)

Staff need to be able to understand the layout and articulately explain to visitors, a good map would help this.

Maybe having a fast track (the conveyor belt) loop? But also explain that is important to explore off of the loop

Could still miss galleries that they don’t even know exist because they are following an old path. Too many options of where to turn in one place, like after coming off of a bridge

How to make it exciting to back track? How to encourage people to repeat past steps and then go through a different door? Consistent signage needs to be employed for all messages

Same as above if exploring

Interesting to hear their experiences

Emphasis on where stairs are, to encourage people to not only use them, but also explore through them. Using numbers not in order but as a way to cross off which ones you have seen and experience - double checking if you missed something

Mapping out different users of the museum. Showcases how the different users interact with the museum differently, and how each needs the wayfinding system. The wayfinding system should fit all needs.

RESEARCH

= Delivery Personnel = Returning Tourists = New Tourists = Employees = North Adam-ites

In order to understand how people move throughout the space, and where there are points of confusion for the visitors, needed to map out their different paths and scenarios.

RESEARCH

Bring the idea of the conveyor belt and how people move around the museum to a study on how people move around cities. Look at transit systems with stations and stops, where one can get one and off. Inspiration from Legible London Wayfinding, and the bottom row is from Massimo Vignelli’s NYC subway map design.

RESEARCH

DEVELoPMENT

This section shows the development of the final wayfinding system with information such as where signage should be located based on the user scenarios, and the redesigned movement concept through the space.

Conveyor Belt as a metaphor, an easy way to TALK about how to move through out the museum Do we want to visually SEE a belt? a loop? an actual, physical conveyor belt?

Approach this as a TRANSIT MAP, as it is a loop that people can get on or off, but ultimately provides them with a directional sense on how to move through and about the museum The points of confusion are where the maps would be found (both 3D and 2D) and are equivalent to a TRANSIT STATION or stop Scenarios developed the points of confusion and highlighted where these stations would be located within the museum. This then catalyzed the development of the DISTANCE spreadsheet, to understand the relative location of the stations and what is nearby them.

1st & 2nd Floor: Secondary Enter & Ex 3rd Floor Access

1st & 2nd Floor: En

nter & Exit Points

Two line-weight, map.

Used to explore the actual path of the conveyor belt, based on how people currently wander through the museum. Will show where the most efficient and effective path can be displayed.

Developing the visuals for Conveyor Belt Transit Map concept. What should it look like? How will it convey direction to the visitors? How will it employees when they are asked how to move about the museum?

xit Points

DEVELoPMENT

Suggested closing the door in the long gallery, making the conveyor belt have to go through all of the long gallery and phase three, and then get to Sol Lewitt and go through the bridge to the first floor.

1st & 2nd Floor: Enter & Exit Points 1st & 2nd Floor: Secondary Enter & Exit Points 3rd Floor Access

This is the general path that would allow people to get through most of the museum, but it also forces them to go past stations where they could go off and explore and then come back to the conveyor belt.

DEVELoPMENT

Names of the galleries need to be obvious (as well as incorporate all the money donation stipulations), and reference the conveyor belt metaphor and the overall tone of the museum

Whitewashed Brick Gallery

Glass Doo Three Story Exhibit

Architecture is very important, and the wayfinding is based on the original structure of the building and its history of being a factory The architecture has been purposely well-preserved and even elements that are new but fabricated to appear old and fit the original tone of the campus of buildings So, let’s try to make names based off the architectural space (scale and materials), with sub-names referencing the already in place donators.

First Floor

Outdoo Space

Entrance Hall

High Ceiling Gallery

or Gallery Side Gallery One

or Upside Down Space

Front Outdoor Space

Theater Hall

Boiler Building

Space Building

Before deciding where the signs are and what they look like, the galleries need names as to be able to identify where the stations are, what decisions could be made there and what they are near, close, and far.

DEVELoPMENT

Side Gallery Two Long Gallery Window Column Gallery

Three Story Exhibit

Hallway Gallery

Second Floor

Mediu

DEVELoPMENT

Small Gallery

Employees Hall

um Gallery

Theater Hall Fun Space

Temporary renaming continued.

Boiler Building

Side Gallery 3 Window Column Gallery

Third Floor

Three Story Exhibit

Temporary renaming continued.

Employees Hall

DEVELoPMENT

Theater Hall

Boiler Building

First Floor:

2 8

Stop 1

1 A

Stop 2 Stop A

B

Stop B Stop 8 Second Floor: Stop 3 3

Stop 4 Stop 5

7 5

6

Stop 6 Stop 9 Third Floor: Stop 10

10

4

9

8

5 6

10 1

A

B

3

7 4

9

Locations determined for here the wayfinding signage should be hung based on the user scenarios and the places of confusions. It also based on the conveyor belt shape to keep people moving throughout the museum.

DEVELoPMENT

2

MASS MoCA Station Distance Spread Sheet Station STOP

Stop is WHERE (description)

Stop 1

Right before you enter the galleries, Metal inlaid Belt into floor with

5 ways to go, stay on the first floor,

information desk, about to lead into

with the information desk to the left

vinyl floor plan beneath it - very

or go up the second --> Need to

the space where you can go 5

large to introduce the idea

emphasize this as the start of belt

different ways

Stop 2

Stop A

Type of Sign

Decisions in the Space

At the bottom of the stairs, which

Metal 3D Belt sticking out a bit from This one is meant to lead you up

you can see right away after

the wall, with vinyl floor plan

the stairs, and continue on the belt,

entering the museum space

behind it flat on the wall

All the first floor decisions lead to this

On the door to outside

Dark/deep etched Belt into the

Go outside, go to the food area, or go

door window with metal border, vinyl to the start of the museum

Stop is NEAR (five-ten feet) from

High Ceiling Gallery

Outdoor Space, ticket counter and Entrance Hall

floor plan on window Stop B

Stop 3

Stop 4

Stop 5

On the far side of the bridge,

Metal 3D Belt sticking out a bit from Go to the three outdoor spaces, or

Bridge and driveway, can see three

encourage to walk over the bridge,

the wall, with vinly floor plan (right

go back inside the museum, or go to

outdoor spaces and buildings, and

maybe on side of brick building

material for outside?) behind it

the Outdoor Space deck

door to go back inside

Top of the stairs in the Medium

Metal 3D Belt sticking out a bit from 4 ways to go - back down the stairs,

Gallery (it is close to Stop 2...is this the wall, with vinyl floor plan

toward the long gallery, into medium

helpful or harmful)

behind it flat on the wall

gallery, into small gallery

Hidden stairs to the third floor

Metal 3D Belt sticking out a bit from Go up the stairs or stay on the

(deadend - you have to come back

the wall, with vinyl floor plan

down these)

behind it flat on the wall

Far Side of the Window Column

Metal inlaid Belt into floor with

Turn of the loop: Continue through

Gallery

vinyl floor plan beneath it

the Hallway Gallery or go back around

Stairs, Medium Gallery

Stairs to third floor, Medium Gallery

second floor

Window Column Gallery

the Window Column Gallery Stop 6

Stop 7

Stop 8

Stop 9

Stop 10

Right outside of Sol LeWitt

Metal 3D Belt sticking out a bit from Go into Sol LeWitt/Three Story Exhibit Hallway Gallery, Three Story Galler the wall, with vinyl floor plan

or go through bridge to Fun Space

behind it flat on the wall

(how to encourage Sol LeWitt)

Before the Bridge within the Sol

Metal 3D Belt sticking out a bit from Go back to beginning of Sol, Go to

Three Story Gallery, Bridge, Stairs

LeWitt/Three Story Gallery

the wall, with vinyl floor plan

the other floors of Sol/Three Story

to first and third floors of Sol

behind it flat on the wall

Gallery, Go through Bridge to first floor

After Bridge, on first floor leading

Metal 3D Belt sticking out a bit from Go through Whitewashed Brick Gallery Whitewashed Brick Gallery, Bridge

back to the beginning of the belt

the wall, with vinyl floor plan

or back to Three Story Gallery through

behind it flat on the wall

Bridge

Outside of the Kid Space/Fun Space Metal 3D Belt sticking out a bit from Go into Fun Space (deadend), go the wall, with vinyl floor plan

downstairs to food/entrance area, or

behind it flat on the wall

back through bridge to Sol

On the third level that overlooks the Metal 3D Belt sticking out a bit from Go back down stairs and continue Long Gallery, would be at the top of the wall, with vinyl floor plan

through Window Column Gallery or

the stairs

back through Long Gallery

behind it flat on the wall

Fun Space (And Employees Space behind that)

Long Gallery, Stairs

DEVELoPMENT

Stop is CLOSE (ten-twenty feet) from

Stop is FAR (twenty-thirty feet) from

High Ceiling Gallery (right in front, easily seen),

Farther within the Glass Door Gallery (deadend), Can see White-

Glass Door Gallery, Side Gallery One, back

washed Brick Gallery, Side Gallery One (deadend), Medium Gallery

into the Entrance Hall

(upstairs), back into Entrance Hall, which then leads to Outdoors

High Ceiling Gallery, Glass Door Gallery

High Ceiling Gallery, Glass Door Gallery, Whitewashed Brick Gallery,

Outdoor Space, ticket counter and Entrance

Outdoor space, Entrance Hall, Food Space, driveway, and Boiler

Hall, Food Space, and driveway

Building is in sight

e Bridge and driveway, can see three

Boiler Building, and Space Building

outdoor spaces and buildings, and door to go back inside Medium Gallery, Long Gallery

Medium Gallery, Long Gallery, Small Gallery, Side Gallery Two

y Medium Gallery, Long Gallery, Side Gallery Two Medium Gallery, Long Gallery, Side Gallery Two, Small Gallery

Window Column Gallery

ry Hallway Gallery, Three Story Gallery, Bridge

Window Column Gallery, Hallway Gallery

Hallway Gallery, Three Story Gallery, Bridge

Three Story Gallery, Bridge, Stairs

Three Story Gallery, Bridge, Stairs

to first and third floors of Sol

to first and third floors of Sol

Whitewashed Brick Gallery, Bridge

Whitewashed Brick Gallery, Bridge, Hallway with first set of stairs to second floor and in front of High Ceiling Gallery

Fun Space (And Employees Space

Fun Space (And Employees Space behind that), Bridge back to

behind that), Bridge back to Three Story Gallery Three Story Gallery, and upper level of Theater Hall

Long Gallery, Stairs

Long Gallery, Stairs, Window Column Gallery

Description of the sign locations and what is near, far and close in terms of sight.

Side Gallery One

SoLUTIoN

This section outlines the final products that will become MASS MoCA’s wayfinding system.

MASS MoCA Gray

MASS MoCA Red

MASS MoCA Secondary Colors

MASS MoCA Two-Tone Secondary Colors

The icons are made of shapes and are accompanied with arrows to indicate suggested actions and directions. The small map above would be the one shown in the pam-

phlet, which would have more info than the signs hanging in the museum. The signs hanging in the museum would not have the icons, it would only have the belt.

Developed a new map for the layout of the building. This map makes it look like all one building, instead of multiple buildings that a visitor could get lost it. It also was made on a grid system, which straightened out the various confusing discrepancies. This will be used on the signs and in the pamphlet. An icon system was also developed.

SoLUTIoN

Finalized map for the pamphlet. This includes information with the icons as well as provides the concept of the conveyor belt in a visual depiction of a transit map with stations where the visitor can “get off the belt� and explore other spaces, and then come back to it to continue making their way through MASS MoCA.

SoLUTIoN

Details of the signage. It is a metal sign with an orange backlight. The conveyor belt and the MASS MoCA Maps logo is cut from the metal, and the outline of the building is overlayed on top. It is held up with metal brackets, which the museum already makes use of. The signs are 18 x 31 inches.

SoLUTIoN