ALLENTOWN, Pa. — The seven inspiring works of art represent a paradox.
They cover the windows while enticing you to take a peek inside.
In celebration of its 90th anniversary, Allentown Art Museum this week installed on its windows on 5th Street vinyl representations of popular works from its collections.
The works run the gamut, from Rembrandt’s 15th Century “Portrait of a Young Woman,” to Allentown’s Rigo Peralta’s “Doña Negra” depicting the artist’s grandmother smoking a cigar, to American and Japanese works by unknown artists.
The prints, which measure 5-by-5 1/2 feet, were installed by EBC Printing & Signs of Allentown over five hours on Tuesday.
"We also wanted to do something else to freshen up the building and attract people as they walk or drive by.”Chris Potash, Allentown Art Museum manager of marketing and public relations
Museum leadership hopes the window art will pique the interest of those in the community and draw them inside the admission-free facility.
“Two years ago, we went free because of a $1 million Century Fund grant and also from other top-end donors,” said Chris Potash, manager of marketing and public relations at the museum.
“One of the things we did from there was to have banners out front to announce that we’re free. But we also wanted to do something else to freshen up the building and attract people as they walk or drive by.”
A quick rise
The marketing and curatorial departments, in conjunction with museum Chief Executive Officer Max Weintraub came up with an idea to place some key works from the museum’s collection in the windows.
"This new look elevates the profile of our building while showcasing works from our world-class collection of 20,000 objects and reminding passerby that everyone is welcome to step inside the museum for a free art experience," Weintraub said.
Peralta was "thrilled" to have the museum choose one of his works to be placed on a window.
"Rigo was born in the Dominican Republic but lives in Allentown,” Potash said.
“We purchased his work that’s hanging in our gallery. We figured, ‘What’s a better way to promote what we have inside than to show it on the outside?’”
Residents who attend the city's Christmas tree lighting ceremony on Saturday across the street from the museum in the Arts Park will be afforded a perfect view of the new window art.
“We’re hoping they like the window artwork and will stop in and enjoy all that we have to offer inside.”Chris Potash, manager of marketing and public relations, Allentown Art Museum
In a window next to each of the window art is a color block of cyan, yellow or magenta, which were chosen as signature colors when the art museum underwent a rebranding in the fall of 2017.
“We’re hoping the artwork and the colors catch people’s eye,” Potash said.
“The last couple years we’ve been trying to combat the idea that people might have, that the museum is a dark, dusty place only for older people. But that’s not the case.
“We’re hoping they like the window artwork and will stop in and enjoy all that we have to offer inside.”
