News | July 29th 2019

MediaPost | The Jewish Museum Overhauls Audio Tour Platform

This post was originally published on MediaPost.

The Jewish Museum is reimaging the typical audio tour by embracing a less-is-more approach.

The makeover, developed with Code and Theory (C&T) with funding by Bloomberg Philanthropies, is "intuitively" designed to be extremely accessible, available both on-site and off-site, via the website at Tours.TheJewishMuseum.org, explains Ben Berentson, group director, Creative Strategy, C&T.

"You can have a complete experience [at the museum], but then you can look back at what you saw at home," says Berentson. Or those living outside New York can virtually learn about Jewish history and view historic pieces without stepping foot inside the space.

Museum directors were clear about needing a "straight-up website," not app, without a complicated on-boarding process. They didn't want to overwhelm the museum's core older visitor, he says. Ultimately, we wanted to empower and be an enabler for a better experience, Berentson adds.

The museum and agency wanted to refrain from "cramming in unnecessary stuff" and flooding the experience with too much content, says Berentson. There is supplementary content, but we didn't want to distract from "experiencing a 200-year-old artifact."

The tours come in several educational-themes, including Jewish Rituals, Kids & Family, and a podcast-style conversation recognizing Stonewell 50. The Artists' Voices tour feature notable personalities, such ass Maira Kalman, Isaac Mizrahi, Arlene Shechet,and Kehinde Wiley, discussing their favorite Jewish Museum pieces, as well as their inspirations and work processes.

All tours are designed to compliment the museum's less structured floor plan. The Jewish Museum is housed in the former Warburg mansion, build in 1906, during the Gilded Age. This means exhibits tend to move around and be regrouped. As a result, it was impossible to develop a traditional audio tour that is more sequential.

By formatting the guides in a narrative setting, visitors are invited to have a more fluid and open experience. Berentson says: "This experience creates a much richer connection with the artworks, providing additional history, context and media, for those interested in a deeper dive."

Continue toSays a LotNews

Says a Lot —

Latest

VOT Efeature
News — 

VOTE! C&T for Webby Award People's Voice

Standard atlantic
News — 

Ad Age | Stagwell Group Wins The Atlantic Broadband Business

Group 23559
News — 

Mediapost | Code and Theory Overhauls Commonwealth Fund

Conedfeature
News — 

Adweek | Con Edison Names Code and Theory Agency of Record

Press — 

Con Edison Selects Code and Theory as its Creative Agency

Slide 12
News — 

Adweek | C&T Works with NCOA to Address Need for Digital Healthcare Resources

Group 995
News — 

MediaPost | Code and Theory Suits Up for the Washington Football Team

Group 995
News — 

Adweek | Inside Code and Theory’s Rebranding Plans for the Washington Football Team

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Continue toAbout UsSays a Lot

We Are a Digital-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of The Stagwell Group, a private equity firm that manages investments in new media and digital marketing services. Its portfolio includes dozens of collaborative, digital-first agencies and over 9,000 employees around the world. Led by a group of agency and industry professionals, Stagwell is a group of leading companies that are insights-based, practitioner-led and collaborative by design. Learn more about Stagwell at www.stagwellgroup.com

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions