The Exh Files: Part 1

Everything you have always wanted to know about how exhibitions get done, but you’ve never dared ask. The Exh Files bring you into the belly of the monster, not only to shed light on the curatorial process of Talk to Me, but also to cast the spotlight on the unsung heroes and heroines whose work is critical to the success of a show. For the duration of the exhibition, twice a week we will post three profiles of MoMA colleagues that were involved in the making of this show, and of many other MoMA exhibitions.

Betty Fisher

Exhibition Designer

Title at MoMA: Exhibition Designer and Production Manager.
Been working at the museum for: 6 years.
A brief bio: I grew up in Chicago and graduated from Smith College.  Before coming to MoMA, I spent 8 years at Kohn Pedersen Fox, where I was one of the architects who worked on the Taniguchi 2004 expansion of MoMA. I was hired in-house in 2005 to work in the Exhibition Design department.
Passion outside of MoMA: My son, Jonathan.
What I did in Talk to Me: Seems like a bit of everything… I designed the exhibition space with the curatorial team and oversaw construction and installation. In addition to the design, a big part of my job is managing the crews, setting the construction/installation schedule, and construction budget. I oversee all of these things up to the opening of the exhibition.
Curatorial Team says: Betty is a seriously tough cookie. She looks angelic, but she is a tiger. More on the installation–and on her–tomorrow. Stay tuned!


Samuel Sherman

Graphic Designer

Title at MoMA: Senior Graphic Designer, Department of Advertising and Graphic Design.
Been working at the museum for: over 3 years.
A brief bio: I’m from a rural area in western Minnesota. I have a BFA in Graphic Design from the Minneapolis College of Art and Design (MCAD). I’ve been practicing as a graphic designer for over 8 years. My focus is on typography and efficient design systems, and I aim to follow a unique design process for each project.
Passion outside of MoMA: I spend time in my Brooklyn artist studio working on DIY and improvised creative projects, and create experimental drawings using reactive materials. I also enjoy daily rooftop gardening and cooking with my girlfriend.
What I did in Talk to Me: I designed the exhibition identity and many specific graphic components of the exhibition. These elements include the title wall, the pixellated icons, the environmental wall graphics, and the didactic information systems (ed’s note: he means the labels and wall texts…), including text, images, and QR/hashtags.  Along with YooIn Cho, I designed pixel icons representing nearly every object in the exhibition and catalogue. I used these icons to create an overall pattern, which also serves as an introduction to the exhibition. Along with August Heffner and Julia Hoffmann, I designed the advertising materials for various applications such as magazines and newspapers, bus shelters, subway cars, and street teams. In conjunction with the exhibition, I also designed all materials for PopRally’s interactive video-game event, ARCADE, which included invitations, a printed program guide, map, and corresponding navigational signage.
Curatorial Team says: SAM DOES NOT LOOK LIKE THAT! He does not look like a Minnesotan biker! He is lovely, blonde, and looks like a cherub.


Gina Lee with Special Guests at the Talk to Me Opening


Title at MoMA: Kate and Paola’s summer 2011 intern in A&D.
Been working at the museum for: 10 weeks minus 1 day!
A brief bio: I’m from Seoul, studied art history at Dartmouth and now I’m in graduate school in Korea for art history. I came to New York for the summer internship.
Passion outside MoMA: Good design.
What I did in Talk to Me: Emailing designers and copyright holders, Excel spreadsheets for the exhibition website’s production team, tagging along with Kate all around and under the museum, running to Radioshack for Mike and Lucas (ed’s note: the A/V guys, more to come later), searching all over New York for the perfect shade of blue for the wall labels, writing dossiers for future acquisitions, babysitting the Tweenbot, and pestering people to gather all the information for this blog post series.
Curatorial Team says: Please see how Martha Stewart’s shoes disappear when compared with Gina’s! Seriously, Gina was a lifesaver and a great sport, since she was thrown into the exhibition at the 11th hour. And we are very jealous of her blog handle, GLEE.

This entry was posted in Uncategorized. Bookmark the permalink. Both comments and trackbacks are currently closed.