Immersive Innovation: The Newark Museum of Art’s Journey with Animal Kingdom

The Newark Museum of Art has always been a cornerstone of cultural enrichment. In September 2022, the institution took a bold step into the realm of immersive exhibitions with Animal Kingdom, marking a transformative milestone in its history. Silvia Filippini-Fantoni, Deputy Director for Learning and Engagement, and her colleague Maegan Douglas, shared their remarkable journey of developing this groundbreaking exhibit at the MuseumNext conference.

A Legacy of Discovery and Adaptation

Located in Newark, New Jersey, just a 20-minute train ride from New York City, the Newark Museum of Art is steeped in history. Founded in 1909 by John Cotton Dana—a pioneer of American museology—the museum boasts a vast collection of 130,000 artworks and 170,000 natural history specimens, including gems, fossils, and an herbarium. This legacy also includes New Jersey’s first planetarium and a Victorian mansion currently undergoing renovations, slated to reopen in late 2023.

The COVID-19 pandemic marked a turning point for the museum. Forced to close for 16 months, it pivoted from in-person programming to virtual engagement. Despite limited technological infrastructure and minimal prior experience, the museum successfully connected with 37,000 visitors online through virtual events, including an award-winning escape room. This achievement not only highlighted the team’s adaptability but also inspired them to embrace technology more fully upon reopening.

Reimagining Natural History: The Birth of Animal Kingdom

Before Animal Kingdom, the museum’s natural history collection was housed in a gallery called The Dynamic Earth, which had remained largely unchanged since its launch in 2002. Budget cuts over the years had eliminated dedicated science curators, prompting the team to rethink how to revitalise the space.

A task force envisioned a gallery that would explore the intersection of art, science, and technology through rotating exhibitions every two to three years. Animal Kingdom, the inaugural exhibition in this series, was designed to inspire awe and wonder by blending natural history specimens, artworks, and immersive experiences.

Interactive Highlights of Animal Kingdom

1. Sketch Aquarium

One of the exhibition’s most popular features, Sketch Aquarium by international art collective teamLab, invites visitors to bring sea creatures to life. Participants colour templates, scan their designs, and watch as their creations swim in a digital aquarium. This installation’s blend of analogue and digital interactivity provides a tactile and imaginative experience, making it especially appealing to families.

By adapting an existing concept, the museum was able to deliver high-quality results within its tight timeline. This thoughtful integration ensured the exhibit could achieve its goal of engaging visitors while supporting kinesthetic learning.

2. Audubon’s Birds in Motion

Inspired by 19th-century artist John James Audubon, this installation animates his intricate bird illustrations. Many of these species are extinct or endangered, adding a poignant conservation message to the experience. Developed by OLO Creative Farm, the display combines high-resolution imagery and soundscapes to create a serene and reflective atmosphere, contrasting the dynamic energy of Sketch Aquarium.

3. Interactive Cave Experience

Repurposing a faux cave from a previous exhibit, the team transformed it into an interactive game. Visitors match projections of prehistoric animal paintings on the cave walls via a touchscreen kiosk. Completing the game rewards participants with celebratory animations and educational insights into both the animals and the history of cave art. This creative reuse of existing features highlights the museum’s resourcefulness.

4. Magic Door Art Installation

To add an element of surprise, OLO Creative Farm designed a magic door showcasing animal-themed artwork. Using parallax effects, the pieces appear animated, drawing visitors into an immersive and playful exploration of the museum’s collection.

Balancing Digital and Tactile Experiences

Recognising the importance of catering to diverse learning styles, the team complemented the digital installations with hands-on activities:

• Magnet Wall: Aimed at younger visitors, this feature allows tactile engagement with animal imagery.
• Drawing Tables: Located in the Endangered Species Gallery, these stations encourage visitors to watch conservation-themed videos, select a promise card, and draw the animal they want to protect.

This thoughtful blend of analogue and digital elements ensures Animal Kingdom offers something for everyone.

Overcoming Challenges

Launching an immersive exhibition in just six months was no small feat. The project faced numerous challenges, including:

• Time Constraints: Limited time necessitated adapting pre-existing concepts like Sketch Aquarium and streamlining processes for custom-built installations.
• IT Infrastructure: A small IT department meant the team had to navigate steep learning curves, particularly for technologically complex features such as projection mapping in the cave.
• International Collaboration: Working with OLO Creative Farm in Italy required navigating time zones, supply chain issues, and remote troubleshooting.
• Technology Reliability: Ensuring scanners, projectors, and kiosks operated seamlessly required meticulous planning, testing, and contingency measures.
• Visitor Testing: Summer camps served as invaluable testing grounds, allowing the team to refine user experiences based on direct feedback from children.

Despite these obstacles, the team’s resilience and collaborative approach ensured the project’s success.

Visitor Feedback and Early Success

Since its opening, Animal Kingdom has attracted 3,800 visitors, representing 63% of the museum’s total attendance during this period. Highlights include over 7,100 animals scanned into the Sketch Aquarium and 900 games started in the cave’s Animal Match installation.

Visitor feedback has been overwhelmingly positive. One guest shared, “My nine-year-old and I really enjoyed the Animal Kingdom exhibit. The interactive displays were especially fun.” Another visitor noted, “Loved the science experiments, MakerLab, and had the best time at the Animal Kingdom exhibit.”

The space has also hosted a variety of events, from family-focused community days to Art After Dark evenings and even underwater yoga sessions in the Audubon gallery. This versatility underscores the exhibition’s broad appeal and adaptability.

Looking Ahead: A Vision for 2025 and Beyond

The success of Animal Kingdom has sparked plans for future innovation. By 2025, the museum aims to create a new iteration of the space, incorporating lessons learned and fresh immersive experiences. This ongoing evolution aligns with the museum’s broader mission to inspire curiosity and foster a deeper connection with the natural world.

As museums worldwide grapple with how to engage audiences in a post-pandemic landscape, the Newark Museum of Art’s Animal Kingdom offers a compelling blueprint. By blending art, science, and technology, the exhibition not only delights visitors but also sets a new standard for immersive storytelling in cultural institutions.