The Modern Museum Experience

Two people from various parts of the world get flown into Moscow to take pictures of an exhibition. I think it's a very perfect example of how the real world and the online world clash in this digital economy. The experience of going to a museum now is more about the performance ofgoing to a museum. No longer really thinking about the purpose of how museums were originally established as educational institutions. Now it's purely to get this one deliverable which is getting the photograph. That kind of spurs this entire engagement around going somewhere to perform this life that you have.