The Makeup Museum’s inaugural exhibition, Pink Jungle: 1950s Makeup in America, explores mid-century cosmetics entrepreneurs, trends, and innovations through beauty artifacts. And as is the case with most museums, visitors are instructed not to touch.
But that admonition has nothing to do with protecting priceless works of art. It’s all part of the new safety precautions put in place because of COVID-19.
“We had originally envisioned the Makeup Museum to be a very immersive and interactive space,” explained Doreen Bloch, executive director and co-founder of the museum. Originally slated to open on May 1 in New York’s Meatpacking District, the attraction’s opening was delayed until Sept. 1, when it was deemed safe by the city to open. (Indoor cultural institutions in New York were allowed to open their doors again on Aug. 24.)
“We decided to completely re-envision the visitor experience to be 100% touchless,” Bloch said. “We removed all of the interactive or touch-based displays of the exhibition. We decided that it would be important to allow visitors to fully experience the learning and fun of the exhibition in a way that required no touching of any surfaces or props.” The displays are also strategically placed to ensure proper physical distancing.
Although timed ticketing (general admission costs $40) was always part of the plan, Bloch said that they now also space out visits, allocating an hour in between guests to allow staff to clean and sanitize high-traffic spaces and surfaces. She also added that New York City has mandated 25% occupancy for museums—but that the Makeup Museum’s occupancy is even lower, at less than 20%, due to these practices. There’s also a one-way direction for traffic flow through the exhibition space, with separate entrance and exit doors.
The space boasts HEPA air filtration and hand sanitizer stations, and visitors and staff alike receive mandatory temperature screenings. “With all of these layout, design, and procedural upgrades, we felt we could open safely and allow visitors to experience the exhibition in-person for the first time,” Bloch said.
During the shutdown, the Makeup Museum did maintain an online presence, offering digital programming such as “Generations of Beauty” in an effort to spark conversation with seniors about makeup history, as well as the unveiling of makeup artist Kevyn Aucoin’s personal journals. And for those who are unable to visit in person, the Makeup Museum launched its mobile app on iOS and Android with augmented-reality features that bring artifacts to life virtually.
In downtown Chicago, Danyelle and Dionna Gray, sisters and co-founders of the Womanish experience, faced similar challenges with their new pop-up space. Designed in the spirit of “Instagram museums” like the Museum of Ice Cream and 29Rooms, Womanish features activations and artist installations that explore identity and the perspectives of womxn and gender non-conforming people.
Originally slated to debut on March 24, the duo was forced to put their plans on hold a week before opening. “It was really heartbreaking because you didn't know what was going to happen,” Dionna said. Adding that they, including creative director Emily Dahlquist of The Super Producers agency, continued to build out the 40,000-square-foot space during the shutdown, which Dionna said ultimately made the space better because instead of building out in the original 10-day timeframe, the team now had an additional five months—an unexpected bright side to the delay.
Although the Grays, who both have backgrounds in event marketing for big-name brands, had to eliminate some interactive elements from the experience, they said the overall aesthetic and look remained the same—along with the addition of hand sanitizer stations. Throughout the day, staff disinfects touchpoints after any exposure or contact with visitors. And guests are required to wear a mask during their visits, and they also have the option to wear gloves in any high touchpoint areas.
The experience runs through Nov. 1, with the pair hoping to expand to other cities post-COVID. Tickets cost $35.
“I think this is the perfect time for Womanish because people really do need an escape,” Danyelle said. “When you come into Womanish, your mood is instantly lifted. From the lighting to the colors, it's all very vibrant and exciting. And I think that’s especially needed in a time like this.”
Scroll down for a look inside the Makeup Museum and the Womanish pop-up.