Since I met them two months ago, there has been excitement for what Design Museum Boston proposed: a new type of museum, focused on design, and spread throughout the community. The press — both here in Boston and beyond — and the blogs have grabbed on to what seems to be one of the few bright new ideas coming out the global recession. Last night was to be their big launch party, where they show the world their vision for what Design Museum Boston was going to achieve. There was to be “an onsite exhibit of the Design Museum Boston mission featuring local design work.” And there’d be a conversation about how we could “work together to educate the public about the work local designers are doing and celebrate its broad impact.”
Or so everyone thought.
The night was certainly a party. Christopher and I got there just after 7 to a sparsely filled West End Johnnies, but it quickly filled. There were people from across the design industry — although a concentration of attendees were industrial designers like DMB founders Sam Aquillano and Derek Cascio. It was a rare chance to get an idea of exactly how large the design industry in Massachusetts is.
And the night was definitely a fundraiser. In one corner, there were three laptops set up where you could join DesigningAMuseum.org, the Ning community they’ve set up, as well as donate. Next to that was a row of tables with a series of items up for bid in a silent auction. Beyond that was a table with items that were available for raffle. There was a “donation drink”, a vodka cranberry where $5 of the $12 drink price went to the museum.
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But that’s all the night was, and even those two parts did not go as well as they could have.
At no point was there a real explanation of the plans for Design Museum Boston, no value statement. No reason to compel you to donate. There was no onsite exhibit, beyond a projector showing the products of the sponsors. In the two hours I was there, neither Sam nor Derek spoke to the audience. Instead, a student volunteer — who got progressively more drunk throughout the night — was the designated MC, pushing people to donate. And drink.
And, as parties tend to go, it was crowded. Between the overcapacity crowd and the music, there was no chance to have a meaningful conversation. Maybe I’m getting old — I am in my early 30s, after all — but I’m pretty sure you need to turn down the music to get people to discuss real issues.
When we left, out of the group of eight or so of us, no one could adequately explain what the point of the event was. The consensus was great idea, bad execution.
I’ve done a fundraiser or two, and with each one, I make sure there’s a fun environment, but ensure that the party doesn’t interfere with the work that’s being done. Whether it’s supporting a food-rescue organization, or starting a museum, the strategy is the same: Give your attendees a comfortable environment, but more importantly, give them a reason to open their wallets. You need more than just “Donate!” to be successful.
I don’t think last night was the defining moment in Design Museum Boston. That will come when they open their first pop-up museum, when everyone can finally see what the vision for this new type of museum is. But between now and then, Sam and Derek and the rest of the Design Museum Boston team need to sit down and figure out what, exactly, they’re trying to accomplish, and how can they relay that to the design community, who wants to support this. Spend some time learning marketing strategies. Meet with a marketing/branding person, or an exhibit curator, to help shape the story of what DMB is and will be.
In the beginning of the night, I met Derek’s mom. She shared her son’s excitement for what the Design Museum Boston project offers, but seemed to suggest that this will be nice for a period of time, until something better comes along. Perhaps it’s a mother’s instinctive desire to keep her child safe, even when she doesn’t need to. Or maybe it’s her instinctive knowledge of what’s best for him when he doesn’t. Only time will tell.
