On the surface, it might look like a quiet, business-as-usual summer at the Museum of Contemporary Art Jacksonville.
Visitors strolling through the galleries, experiencing two exhibitions of photography and works from permanent collection, Angela Glajcar’s paper sculpture is hanging in the Haskell Atrium Gallery in the lobby and classrooms full of children are upstairs for art camp.
Looks can be deceiving.
Museum Director Marcelle Polednik and her staff are putting the finishing touches on several new initiatives, including a comprehensive rebranding of the museum designed to better position the institution in the perception of its evolving audience.
Polednik wouldn’t provide details of the rebranding effort, which will be unveiled in September. “There will be a fresh face for MOCA in the fall,” she said.
The Downtown museum at 333 N. Laura St. last underwent a rebranding in November 2006 when the Jacksonville Museum of Modern Art became the Museum of Contemporary Art Jacksonville.
While that transition occurred before Polednik became director four years ago, she it was a good decision, based on the museum’s collection and focus.
“Contemporary art,” the majority of MOCA’s collection, is defined as beginning at the end of World War II.
Along with the impending “fresh face,” changes are in the works in how the museum presents itself to the community. That includes members and regular visitors as well as people who don’t often visit the museum — or never have visited.
She said the museum has developed a presence and a voice the past four years and it brings people Downtown every day.
But, Polednik said, “It’s time to take our public programming beyond an artist attending the opening of an exhibit. We also need more emphasis on programming for children and families and more involvement for young people.”
The improvement of Hemming Park at the museum’s front door was a factor that helped lead to more focus on the younger demographic.
Polednik said moving the Sunday “ArtFusion” program out of the museum and into the park expanded the market for the exhibits and educational opportunities.
“ArtFusion in the park translates to more museum visitors,” she said.
Taking the longer view, Polednik said the curatorial staff is working with other contemporary art museums in the U.S. with the intention to form national alliances and develop exhibits.
Also on the agenda for the summer is planning a retrospective of “Project Atrium.”
The series of exhibits is supported by the Andy Warhol Foundation for the Visual Arts. It showcases the work of some of the most innovative emerging artists and will mark its fifth anniversary in July.
The next installation, a floor-to-ceiling mixed media mural by Joelle Dietrik, debuts July 18. Polednik said along with the new installation, there will be a look back at the 12 previous installations. That will surely include a publication and possibly a collection of Project Atrium videos on DVD.
The future direction for the museum will take advantage of the steadily growing popularity of contemporary fine art and narrow the focus of how MOCA will position itself in the local, national and international markets.
“Contemporary art museums are thriving and moving toward specialization,” said Polednik. “The challenge is to distinguish each museum. We need to determine what’s right for MOCA and how we can do it better.”
@DRMaxDowntown
9904) 356-2466