THIS ART MUSEUM HIRED A NEUROSCIENTIST TO CHANGE THE WAY WE LOOK AT ART

BY CHRISTOPHER SNOW HOPKINS

 Anila Quayyum Agha, All the Flowers Are for Me, 2017. Courtesy of Peabody Essex Museum.

From the late 16th to the early 20th century, the salon-style hang was the predominant display convention across Europe. But hanging paintings like this—crammed cheek to jowl in a gallery space—has since fallen out of favor, in part because it tends to prevent viewers from concentrating on a single work.

But why, exactly? The reason may have something to do with the circuitry of the human brain—which is why at least one museum is branching out and recruiting a neuroscientist to join its team.  “On a behavioral level, it can be distracting to walk into a room and have tons of things to look at,” said Dr. Tedi Asher, who earlier this year joined the Peabody Essex Museum, in Salem, Massachusetts, for a one-year appointment as Neuroscience Researcher. “At the level of neurological activation, each painting will be presented less strongly.”

I met with Asher at her office, where the walls are decorated with brain-themed cartoons and diagrams, including a jumbo-sized image of Purkinje cells in a mouse cerebellum. To corroborate her claim, Asher invoked the theory of sensory suppression, which holds that a barrage of sensory stimuli—such as the salon-style hang—deadens the optical-neurological apparatus of the viewer.

She illustrated the point by pointing to her smartphone and a plastic pen. “If you have multiple objects in the same view, you’re going to have some neurons that respond to the phone and other neurons that respond to the pen,” she said. “It’s been shown that the neurons that respond to one are going to actively suppress the neurons that respond to the other. The representation of the objects in the brain seems to be weakened by having multiple objects.” 

 The appointment of Asher is part of a broader campaign by Dan Monroe, the museum’s Rose-Marie and Eijk van Otterloo Director and CEO, to deploy neuroscience in the service of exhibition design.

 Under his leadership, this mid-sized museum north of Boston, which is best known for its extensive holdings in Asian and maritime art, has already gained national attention for convention-busting exhibitions. At the entrance to “Asia in Amsterdam: The Culture of Luxury in the Golden Age,” visitors were greeted by cylinders of spices—cloves, cinnamon and peppercorns—that promoted more lasting memories by engaging multiple senses. For “Rodin: Transforming Sculpture,” a troupe of live dancers confounded viewer’s expectations of the white cube.

 Hiring Asher in May was the next step in pushing forward the Peabody’s mission. Over the next year, she’ll meet regularly with an advisory panel of neuroscientists, and will ultimately produce a publication that crystallizes her findings.

“Anecdotally, we’re all familiar with the idea that a satisfying experience has this delicate balance of meeting and violating our expectations,” Asher said. “In the context of exhibition design, how can we surprise people in a way that won’t be jarring but will help viewers make sense of what they have seen? Something that is unexpected takes longer to detect—but it also makes a more lasting imprint.” At the Peabody Essex, Asher will apply the principles of neuroaesthetics—the synthesis of neuroscience and aesthetics—to a reinstallation of the museum’s permanent collection that will unfold over the next five years. Since arriving at the museum, she has been an advocate for the gallery-goer’s brain, making the case for display conventions that sidestep outmoded curatorial strategies (overloaded walls, indigestible wall text).

One idea that she is developing are rest areas, or “palate cleansers,” that will allow visitors a respite from sensory stimulation, much like the intermission in a play.

The implicit aim of the museum’s neuroscience initiative, made possible by a $130,000 grant from the Boston-based Barr Foundation, is to boost the institution’s relevance at a time of declining attendance across the museum landscape. A 2015 study by the National Endowment for the Arts presented a startling number: Only 21 percent of adults in the United States visited a museum or gallery in 2012, a drop of 5.5 percent from 2002. While the Peabody Essex Museum has defied this trend—over the same period, attendance at the museum has risen steadily—it is nonetheless attuned to the plight of the museum sector as a whole.

“The loss of attendance leaves one to ask, ‘What are the dynamics that are causing this?’” said Monroe. “The strategies and practices that we, as a field, continue to employ are not very effective and, in my view, never will be—they do not recognize the way that people’s brains works.

“That said, we have to all recognize that neuroscience is in its infancy. Nobody understands, for example, how consciousness is created or even what it is.…Ultimately, the deciding factor will be whether or not we’re able to demonstrate that, by better understanding some key elements of the way our brains work, we can create experiences that more people find meaningful and impactful.”………..

https://www.artsy.net/article/artsy-editorial-art-museum-hired-neuroscientist-change-way-art