Karen Ewald. Photo: Courtesy of Capitol Modern
Karen Ewald is someone who is not afraid of change. She had already started shaking things up at the art museum while serving as the director for the Art in Public Places program that oversees Capitol Modern (formerly known as Hawai‘i State Art Museum).
Last month, Ewald was appointed Executive Director of the Hawai‘i State Foundation on Culture and the Arts, the big boss in charge of a network of vital art programs that spans the entire state. One responsibility already very familiar to her is running the museum.
Its new name Capitol Modern was recently introduced, raising questions, but not to worry. It’s all part of the bigger picture that Ewald sees as she works with her team to unlock the museum’s full potential. She shares more of her vision with HONOLULU Magazine.
Why the change to the museum’s name and why now?
This was a project years in the making with multiple people vested in this museum and its success. Our museum needed a more engaging and memorable introduction, one that appeals to a broader audience and elevates Hawai‘i art and artists in the contemporary art dialogue. This was part of the strategic plan to reach wider and more diverse audiences, strengthen our brand and deepen community engagement. It was also a culmination of a multi-year process with stakeholders and market research.
HiSAM had low awareness, and others confused us with other local art venues and events. Some expected traditional art, others ancient artifacts–these people were surprised by our artworks. Some expected a huge museum and were disappointed in our size.
Rather than the museum being known merely as an acronym, the new name needed to breathe fresh life into our collection and program of exhibits and events. Together with rebranding team Wall-to-Wall Studios, we composed long lists of names, exploring everything from subtle shifts to inventive solutions. From names that included the words “Hawai‘i” and “museum” to those without.
We explored a broad range of themes, styles and tones, ensuring that the chosen name would allow room for interpretation, accurately reflect the museum today while also growing with us over time. And we developed a design that reflects our role as a champion of new artists and provocative ideas, including a logo that now symbolizes a space where community comes together, shares art and culture with a wide audience and pushes boundaries to keep evolving into the future.
SEE ALSO: Say Hello to Capitol Modern
Photo: Courtesy of Capitol Modern
What changes can we expect with the new name?
Though our name and look have changed, we are still the Hawai‘i State Art Museum, forever free and dedicated to the public. You’ll find the same dynamic programs and events you’ve loved and expect from us, and they’ll keep evolving too. What we are and what we provide to artists and the broader community will not change. We need to reach a wider and more diverse audience to continue to support Hawai‘i art and artists and welcome those who haven’t visited before.
Along with the rebrand, we are installing all new wayfinding signage and producing collateral that better tells our story and, more importantly, has a map to show visitors where to go see the amazing contemporary art in the No. 1 Capitol District building. The next step is to obtain a food vendor to complete the visitor experience!
This museum rebranding has been in the works for years. Why did it start?
First created by the legislature in 2002, the name Hawai‘i State Art Museum was accurate yet unintentionally confusing, often setting the wrong expectations. Together, the words “State Art” sounded traditional rather than contemporary, evoking expectations of established or even ancient art and artifacts.
Those who had heard of us often confused us with other local art venues and events. Moreover, the public called us by the acronym HiSAM, which made sense for those in the local community who had already come to know us, but was not clear or memorable enough to attract new guests who would appreciate our arts programming.
Neither got at what makes us unique: that we feature a growing collection of contemporary Hawai‘i art, provide a platform for diverse artists and are a hub for people to not only view but also engage with art and the community. Our museum needed a more memorable introduction, one that appeals to a broader audience and elevates Hawai‘i art and artists in the contemporary art dialogue.
Who came up with the name Capitol Modern?
It was a collective effort from our team with a lot of input from brand experts and those who spent many years hustling to put together free and dynamic events for the public.
Some people can be intimidated by the idea of visiting an art museum, especially one with only contemporary art. How are you changing that?
Museums in the past few decades have actually addressed this issue, and so has Capitol Modern. When I was working at the Natural History Museum in Los Angeles, I was part of a team in charge of producing public programs in the diorama halls where there would be a different level of engagement and sensory experience than just walking up to a display or artifact and reading a label. It was very successful there, and I was able to encourage that to happen here at this museum.
We now have film screenings, dance performances, fashion shows, etc. that bring people in to engage with contemporary works of art in different manners. The Sculpture Garden is a great space for this too because it’s open for all different kinds of activities to enjoy without the expectation of looking at the art academically.
You were instrumental in hiring event coordinator Aly Ishikuni for the museum 6 years ago. What was the reasoning for that? What kind of impact did that make?
Aly was such a pivotal person for Capitol Modern and also just a genuinely amazing person! I connected with Aly years ago when I was eager to diversify the programming for the museum on our First Friday events. We found we had the same vision for the museum, which was to bring in more artists of all art forms to share ideas and their work and expand beyond what we already had.
I couldn’t do this programming without her deep knowledge of the scene and the crew of employees at the State Foundation on Culture and the Arts who make these events happen, from planning content all the way to stacking chairs and putting out tables at every event. We work hard to ensure this public museum serves the community as well as it can.
Photo: Courtesy of Capitol Modern
What are the plans for 2024?
We plan to bring back our Pasifika Nights and movies on the lawn as well as even more diverse art forms like breakdancing and soul music. Our First Friday events, Jazz Nights and Super Saturdays for families will continue. We also are honored to be a site for the Festival of the Pacific in June 2024. Stay connected with us for those details!
The museum has existed for almost 20 years. What do you envision for Capitol Modern for the next 20?
I wish to focus on the building itself and the district we serve. Mainly focusing efforts to increase and improve upon building access by providing space for buses to pull into to accommodate school children and visitors. Improving accessibility with a more prominent and safe entryway and better utilizing the front lawn space to accommodate larger events, movie screenings, gatherings, etc. This would help us connect even more to the Downtown and Chinatown districts.
I would also like to explore alternative funding sources so we can broaden the scope of our programming even more.
It’s clear how deeply committed you are to the museum. Why do you love it so much?
Having worked in the museum field for more than 18 years now, this one is just so unique and special because it is a small institution with such a big responsibility. We are connected to an even larger, more impactful agency, the State Foundation on Culture and the Arts, which serves all of Hawai‘i.
I love how Capitol Modern is a dynamic hub for contemporary Hawai‘i art that authentically reflects the people who make and interact with it today. I feel honored to be a part of such a place. We as a team have worked so hard to make it what it is now, and, for lack of better words, it just is such a labor of love.
For the latest info on events, exhibits and more, follow @capitolmodern. First Friday, The Vibe, and other special evening events are held 6 to 9 p.m.
Free admission, Capitol Modern, 250 S. Hotel St., open Monday to Saturday 10 a.m. to 4 p.m., closed Sundays and state holidays, capitolmodern.org
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Lisa Shiroma is a correspondent for Capitol Modern and an artist and art educator. She is the former owner of the Capitol Modern Museum Gallery Shop, which she ran with partners Aly Ishikuni-Sasaki and Travis Sasaki from Mori by Art + Flea.