Engaging museum audiences with a mobile experience that blends art and community reactions.

Museum of Contemporary Art San Diego

Strategy & Planning
Creative Direction
Concept Development
Design & User Experience
Software Development

The Museum of Contemporary Art San Diego (MCASD) is home to more than 4,700 works created since 1950, including an unprecedented collection of art by Southern California and Latinx artists. MCASD wanted to expand their audience and connect ethnically diverse Millennials to contemporary art on their own terms.

We created MCASD React, a mobile platform that invites visitors to respond to artworks with their own images and text. Each artwork becomes home to a dynamic conversation, with its own content feed that grows as community members add their reactions.  

Museum staff can create and share new prompts to celebrate events like holidays or artists’ birthdays, making MCASD React a flexible platform that can evolve to support the museum’s changing needs. 

MCASD React provides a personal entry point for visitors to discover works of art in MCASD’s collection. It gives an underserved population an opportunity to contribute their voice and creates a public venue where artworks and reactions are on display together. 

MCASD Reacts lets people react to artwork with images, text, or even emojis.
Each artwork has a connected prompt that people can respond to.
A large touchscreen display lets MCASD visitors interact with React on a large scale.
Over time, each artwork builds up a feed with reactions.
The color palette dynamically relates to colors found in each artwork.
Prompts get people thinking about artwork in a whole new way.
Press & Accolades
“We embarked on creating MCASD React as an effort to connect with broader audience in a way that was playful, intuitive, and related to platforms that they were already using.”

Cris Scorza

Director of Education and Engagement, MCASD

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