Naming Options for Eli Broad’s New Los Angeles Museum


By Steve Delahoyde Comment


Now that it’s official that Eli Broad‘s new museum is going to be in downtown Los Angeles and Diller Scofidio + Renfro is going to build it for him, we can stop complaining about its two year long tease. But now we have to start thinking about the next question: what is Broad going to call the place? He already has the Broad Art Foundation, the Broad Contemporary Art Museum at the LACMA, the Broad Art Center at UCLA, and Zaha Hadid‘s under construction Broad Art Museum on the Michigan State University campus. From all his previous art organizations’ names, we can guess “Broad” is going to be in there somewhere, but what else? Mat Gleason of Los Angeles’ Coagula Art Journal offers up some possibilities over at the Huffington Post, ranging from ABC, “Art of the Broad Collection,” to The EEL, “short for Edythe and Eli” and described as “Marketing the overpriced collection with a hip moniker that sends props to Broad’s wife Edythe for buying matching drapes all these years.” We’d be surprised if the Broads decide to use any of Gleason’s suggestions, but then again, they’re sort of running out of useable words at this point, aren’t they?