Positioned as the intersection of art and technology, New York’s newest museum, The Mercer Labs Museum of Art and Technology, is poised to revolutionize the museum experience with its “immersive and sensory” approach.
Featuring the creations of Roy Nachum, a multifaceted artist known for his work in painting, sculpture, and sound and light design, the museum has been open since January in Manhattan’s financial hub.
With an investment of $35 million into the former shopping mall space, Nachum and investor Michael Cayre are aiming to turn a profit, culminating in the museum’s formal grand opening on March 28.
Despite New York City’s reputation for high costs and its abundance of cultural and entertainment offerings, admission prices to the museum are notably steep.
Entrepreneur and real estate developer Cayre stands firm on the museum’s pricing, asserting that it offers excellent value for an hour of what he describes as the “ultimate experience.” Adults are charged $52 for admission, while retirees and youngsters pay $46.
Mercer Labs appears poised to become irresistible Instagram and TikTok content, joining the ranks of recent New York attractions such as the breathtaking views from the Vanderbilt Tower’s “Summit One,” One World Trade Center, and The Edge skyscrapers.
Nachum, a New York resident for two decades, gained widespread recognition for his artwork on Rihanna’s 2015 album “Anti.” The album cover depicts a blindfolded child adorned with a golden crown featuring braille lettering, paying tribute to Nachum’s visually impaired grandmother.
Mercer Labs boasts a collection of installations that “redefine the museum experience” through 15 interactive exhibition spaces, offering unique listening encounters and immersive installations that challenge the relationship between art and technology.
In contrast to established museums striving to engage younger audiences and maintain relevance, Nachum highlighted Mercer’s innovative approach.
“Every museum, every gallery you have, you cannot touch the work. We want people here to touch the work, to interact with the work,” he emphasized.
In one area, visitors step into a darkened room where Nachum’s videos, photos, and holograms are projected onto the walls, floor, and ceiling, creating a nightclub atmosphere complete with a smoke machine and DJ beats.
Inside the “dragon’s lair,” 500,000 LED lamps flicker in time, giving visitors the illusion of being in the presence of mythical creatures.
“(Technology is) another pen, it’s another brush, but we are using that and we tried to break the limits and we tried to create new technologies, we’re mixing so many different technologies at the same time to try to create something new,” Nachum explained.
