Today, I dedicated 3 hours of my life to visiting Los Angeles’ latest contemporary art space, The Broad (note: it’s pronounced brode not brawd… ) Opened in September 2015, the brand new museum has already become one of the city’s most instagrammed venue, thanks to some amazing (and very photogenic) art from the private collection of philanthropists Eli and Edythe Broad, as well as a stunning building designed by world-renowned architectural firm Diller Scofido + Renfro. When I said I dedicated 3 hours to the museum, I should specify that only one of those was spent inside. The other two I spent lining up outside in the standby line. I learned a few things visiting The Broad, so here are a few tips for you:
BOOK ADVANCE TICKETS IF YOU CAN
Entry into The Broad is free BUT you need advance tickets. The website doesn’t really tell you when those will be available, so your best bet if you’re looking to go on a specific date is to sign up for their newsletter to be notified when spots will be released. Right now, you can also purchase tickets to the special exhibit Cindy Sherman: Imitation of Life. They’ll set you back $12 but also include general admission to the museum.
If that’s not an option, you can do as I did and wait in the standby line. The museum opens at 11AM on weekdays, and 10AM on weekends. You can follow The Broad Standby Line on twitter to get updates on what the wait time will be like. On a weekday in June, I got in line 2 hours ahead of opening time and was the third person there. Within 20 minutes, the line wrapped around the building, so get there early, especially on Saturdays and Sundays when it’s more crowded. By 11:15AM, just 15 minutes after the museum opened I got to go in. Woohoo! Here’s my tip if you’re going to go the early morning route like I did: grab coffee and food before you get in the line. G & B Coffee at Grand Central Market is just a few steps away (153 steps along the Angel Flights tracks to be exact) and their delightful almond-macadamia milk latte is bound to make waiting a little less painful.
BOOK THE INFINITY MIRROR ROOM IMMEDIATELY UPON GETTING IN
One of the highlights of The Broad, and one of its most instagrammed spot, is Yayoi Kusama‘s “Infinity Mirrored Room – The Souls of Millions of Light Years Away.” The small, shimmering, mirror-lined, experimental space will dazzle you with its seemingly infinite number of LED lights. It’s quite trippy, so it’s probably a good thing you’re only allowed 45 seconds in there – just the right amount of time to snap that perfect #infinityroom selfie!
To book your spot for this experience, rush to the left of the escalator in the lobby as soon as you get into the museum and enter your name and cell phone number into an iPad that’s provided for that purpose.
Once that’s done, get back to the lobby, soak up its cavernous look and head up the escalator to the third floor gallery, which houses most of the museum’s collections. You’ll receive a text message in approximately 45 minutes to an hour letting you know when your time in the room is up. Head back downstairs (don’t miss taking a glimpse at the museum’s central vault on the way!) and wait in line (again) until it’s your turn to spend 45 seconds in the infinity mirrored room.
You can go in on your own, or with a friend/significant other if you prefer but they won’t let more than 2 or 3 people in at the time.
BRING A GOOD CAMERA
Photography is allowed and encouraged at The Broad so bring your good camera and go all out. While not as striking as its Frank Gehry designed neighbour, the museum is still a work of art in its own right. Diller Scofidio + Renfro, best known for the High Line in Manhattan, designed the 120,000-square-foot museum with the Walt Disney Concert Hall in mind and contrasted its smooth silver curves with a solid white block. Its honeycomb facade, known as the veil, softens the structure and makes for stunning pictures if you’re lucky enough to be there on a sunny day (I wasn’t… darn California June fog!)
Inside, there are numerous fun photo opps, like the previously mentioned Infinity Mirrored Room but also a couple of pieces by Jeff Koons (always picture-worthy!), El Anatsui’s 2010 Red Block which makes for a cool backdrop to any selfie or Robert Therrien’s “Under the Table.” Here’s a couple of shots I took in the gallery.
One last tip about the art: the museum staff, known as visitor services associates, is numerous (seriously, there’s a small army of them here to help you) and SUPER knowledgeable. WhileThe Broad has a pretty neat app that you can download ahead of your visit, I found chatting with the VSAs a lot more interesting!
SPEND AN HOUR IN THE MUSEUM THEN EXPLORE DOWNTOWN
The Broad is a perfect starting point to visiting downtown Los Angeles, especially if you’ve paid good money to park in a garage. It’s right next to Frank Gehry’s Walt Disney Concert Hall (tip: check out the peekaboo view from the Lichtenstein room on the third floor) and a quick walk to Grand Park (I love that park and its pink chairs!) or Grand Central Market. If you do The Broad in the morning, that’s the perfect spot to grab lunch afterwards!
Have you visited The Broad yet? If yes, do you have any additional tips you’d like to share?