We all carry cameras in our pockets these days. But how often do we stop and think about what the photos we take say about who we are? About how we live? About our culture? The Photography Interpretive Gallery is designed to helped SFMOMA lead this important conversation.

Three interactive installations inspire museum-goers to explore the history and impact of the medium and consider their own role as photographers. The self-directed gallery serves as a creative and educational space where visitors can explore how we shape photos and how photos shape our perception of the world.

In the Photography Interpretive Gallery, unconventional interactive installations driven by camera-inspired controls offer visitors new perspective on the art of photography.

“The View From Here” and “In Their Own Words” invite visitors to look more closely at significant pieces and processes to better understand their impact on the medium and our world. Visitors learn how Carleton Watkins’s photographs influenced the creation of Yosemite National Park; they watch Liz Deschenes describe the laborious process of producing her camera-less photograms. “Self Composed” helps them reconsider their own role as photographer as they use everyday objects to construct a surprising selfie. Those looking for more insight into the meaning of photography find it in the space.

And those looking to the gallery for a moment of respite also find it. Thanks to thoughtfully selected materials, centralized seating, and the quiet integration of media, visitors can flow through, socialize, and enjoy their lattes comfortably.

“Photography is one of the foundations on which this house is built. We want to set it up as the equal of painting here.” —SFMOMA Director Neal Benezra

SFMOMA has been photography’s longtime champion, and with the addition of its massive Pritzker Center, it is now home to the largest space permanently dedicated to photography in any art museum in the United States. With 14 galleries across 15,000 square feet, photographs spanning three centuries, and the Photography Interpretive Gallery devoted to visual literacy, the museum has no doubt made good on Benezra’s promise.

Analytics on the interactive experiences are pending, but the museum is thrilled with the Photography Interpretive Gallery. Our client put it best, saying, “It has become the clubhouse of the museum.”