FCB Heralds Second Coming of Museum

SAN FRANCISCO Interpublic Group’s Foote Cone & Belding here breaks a new print and outdoor campaign this month to announce the reopening of the de Young Museum in Golden Gate Park, according to the agency.

The print ads present a variety of art housed at the museum. For example, one ad representing African art shows an image based on the 19th century work “Standing Figure,” from the Lega People of Eastern Zaire. FCB San Francisco selected pieces from different collections to represent the diversity of art at the de Young.

The print work integrates the design of the new building as part of the museum experience, according to an agency representative. Layered onto the artwork are copper dots, an iconic representation of the museum’s copper facade. According to FCB S.F., the skin (as the designers call it) of the museum is embossed and perforated with a pattern that graphically represents the movement of light and wind through the leaves of the trees that surround the structure.

The campaign is being unveiled in August throughout the San Francisco Bay Area in magazines, newspapers, transit and storefronts, the agency said. The campaign will also be extended nationally in The New York Times and art-focused periodicals.

The new de Young Museum will reopen Oct. 15, in a new building that integrates art, architecture and nature.

Campaign spending was not disclosed.

The de Young Museum opened in Golden Gate Park in 1895, and suffered severe damage from the 1989 Loma Prieta earthquake. It closed in 2000 to prepare for a seismically stable building to house its seven international collections of art.