The Sequence Dance

“Can you explain me how do you engage audience with the exhibition ? “ My friend Steve asked while we were in- front of Richard Serra , Sequence, installation in the San Francisco Museum of Modern Art.

What is your hobbie I asked Steve?

“I am an amtuar Juzz improviser.” He responded.

.Wander around the installation and play out how you feel at this moment, and it will be straight from the heart.

“That is a great idea. I have never thought about the option to practice my hobby in the museum.”

Steve wandered around the Sequence which consists of two vast,torqued steel ellipses connected by S- shape to create a winding path through which we experience the sculpture.

Meanwhile, Ilana, our friend, who is a philosopher and an amature photographer stepped into the Sequence by Richard Serra, and shared with us her experience: “The curve walls create a magnificent way.You are wrapped with gigantic steel walls that challenge your perception. Stand close to one side and take a picture. Then move 10 cm to the other side and you will see complete different horizons.”

Imagine that you were able to share with us the music that you hear. Ilana would share her personal feelings .

We would be able to create a learning and experiencing community around the Sequence.

I promote the technology that enables museums to customize their visitors’ visits. I support museums’ professionals to develop interactive content for different target groups: Salesmen will be challenged with activities that will improve their selling skills and nurses will be offered activities that will support their communication skills.

“This is a new concept for the way we experience museums” Steve claimed.

I will tell you a story: In the late 80’ I worked in the marketing department in the Hyatt hotels. At that time business - man communicated with Fax machines.

We made a survey about the amenities in the hotels, and we looked for a way to improve it and attract more clients.

We came with the idea to install a fax machine in every room .

Then we realized that clients were much satisfied.

The Fax machine in the rooms were un articulated demand. Guest could not say that they would like to have such a machine. Once they have it they are happy.

“Thank you for encouraging me to foster the idea” I thanked Steve and Ilana and jumped happily !

I would like to thank :Steve Yastraow and Ilana Nachoum for spending a thoughtful moment.