Tracy and I were just in Chicago working with the Chicago Symphony Orchestra. While in the Windy City, we were able to visit the Art Institute of Chicago (AIC). JGL worked with the Art Institute years ago (before my time with the company) to develop an assessment prior to the building of the Modern Wing. Tracy and I both were incredibly impressed with the thoughtful detail given to the visitor experience. Kudos to the AIC visitor services team for developing clear and direct wayfinding! We were also incredibly impressed with the AIC’s dedication to marketing food services throughout the Museum. Rack cards detailing food outlet options were easily found near every entrance or information desk, the restaurant was promoted on a scrolling screen above the ticketing desk and much of the signage throughout the space included an arrow pointing towards one of the three food service outlets; Terzo Piano, Caffe Moderno and the Museum Café. It is clear that the partnership between AIC and Bon Appetit (the Museum’s exclusive food service operator) is very strong and like-minded.
The AIC’s Museum Café is located on the lower level; not an ideal location for any retail outlet; however, AIC has managed to overcome this challenge with great signage, interesting seating options and artful décor. Bon Appetit developed an airy and welcoming space that offers an artistic culinary experience as well as a functional amenity.
Also located on the lower level is the AIC donor’s lounge. A donor lounge can be a tricky concept. This space should offer donors an exclusive experience, but should also be a visible amenity so potential donors are intrigued and inspired to join. AIC accomplished all of this very simply; the dining space for the café and the donor lounge are separated by a bar that has the ability to serve both sides. The donor lounge entrance is staffed with a greeter; this adds an extra sense of exclusivity to the experience. Complimentary coffee and tea are available during the day in the lounge. Comfortable furniture is available (in addition to bar seating) for patrons to relax, reflect and enjoy the benefits of being a member of the AIC. If I lived in Chicago, I would definitely want to be a member!
The Museum’s fine dining restaurant concept, Terzo Piano, is located on the third level of the Modern Wing. It is a beautiful space that offers guests a sophisticated experience, expansive views and a lovely menu! We did not have time to dine at Terzo Piano, but it is definitely on the list for our next trip.
The third food outlet is Caffe Moderno. This lovely casual dining option is on the second level of the Modern Wing and overlooks Griffin Court. The space has communal and individual seating. The individual seating is ‘cubby like’. Each seat has a desk space (with outlets for charging personal devices) and a partition to ensure privacy. The ‘library cubical’ idea was unique and made for an efficient use of space.
In addition to marketing food service upon arrival, it should be noted that the AIC website includes an informative dining section allowing guests the option to plan in advance. Finding information about renting spaces for private events is also easily accessible in the dining section. This type of continuous exposure and promotion is crucial to the success of any museum dining operation!
The JGL team gets very excited when we see an organization incorporate food services into the fabric of the institution. Well done AIC and Bon Appetit….keep up the good work!
