The Broad Museum Will Be Free to You, L.A.
That's the deal announced today by the museum's founders, billionaires Eli and Edythe Broad. There will be free admission when the thing opens in 2014 and for the foreseeable future, with a caveat:
Occasional ticketing will happen for special exhibitions, the duo stated, with discounts going to members of the Museum of Contemporary Art, where Eli Broad is the founding chairman.
However, the inaugural exhibition and permanent collection will be free for your eyeballs when The Broad opens in next year at Grand Avenue and Second Street.
It has long been our goal to ensure that the contemporary artworks in the Broad collections are seen by the broadest possible public. We believe that free general admission to The Broad will help draw visitors to all of the cultural institutions along Grand Avenue.
The $140 million museum designed by Diller Scofidio + Renfro will feature 2,000 pieces of the Broads' own contemporary art. Mayor Eric Garcetti thanked the Broads for letting us see their multimillion-dollar art collection:
Not only are they giving our city a 2,000-piece collection of contemporary art, an architecturally distinct museum, they are now ensuring that anyone who wants to visit has access.
You will be in awe. The Broad states:
Visitors will travel up a 102-foot escalator, through the second-floor vault that houses the vast store of artworks in the Broad collections, and emerge into the third-floor gallery that features 23-foot ceilings and 318 skylights that filter in diffused sunlight. Visitors will exit the gallery by a glass-enclosed stair that will offer glimpses into the second-floor storage, giving a hint of the artworks that may be displayed in future exhibitions.
Bow down, people of Los Angeles.