STORY HIGHLIGHTS


Broad Museum in LA

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Added On July 16, 2017

INTRO:
 
In just two years since its opening, Los Angeles' Broad Museum has become a hotspot for tourists, seeking out its vast collection of modern art.
 
With the peak summer season just getting underway, we went behind the scenes for a closer look.
 
PKG:
 
The 1,1000-square-meter honeycomb-structured Broad Museum has quickly become a landmark for Los Angeles. 
 
It was built at a reputed cost of 140 million U.S. dollars  - donated by the philanthropist and art collector couple Eli and Edythe Broad, to show off their private 2 billion dollar art collection.
 
Opened in September 2015, the Broad Museum brings together about 2,000 works by some 200 artists... including the famous Infinity Mirrored Room by Yayoi Kusama, Andy Warhol's Marilyn Monroe, and Jeff Koons's Balloon Dog. 
 
The museum also boasts the largest collection of works of Cindy Sherman and Jeff Koons worldwide.
 
SOUNDBITE: ELI BROAD, Founder of the Broad Museum
"It (contemporary art) is the art of our time, it gives me and others an education of how others see the world. Good art evokes emotion, it is not just about beauty. And spending time with the artist I've learned to have a different view of the world than we business people have."
 
In less than two years, the museum has welcomed more than 1.2 million visitors, and offers free entry. 
 
In its inaugural year, it attracted more than 820,000 visitors, 13 percent of which were international visitors. 
 
Now the Broad wants more people to come, and to further expand its collection.
 
SOUNDBITE: ELI BROAD, Founder of the Broad Museum
"Art is international, it doesn't have any boundaries. We have an art foundation for over 35 years, And we have made I think 8000 loans to about 450-500 museums throughout the world. We still lend, we don't want to just to have the art in storage, we want to share the broadest possible public, whether is here in the United States or elsewhere."
 
A self made man, and the son of Lithuanian immigrants, Eli L. Broad has built up two Fortune 500 companies.
 
Estimated to be worth 7.7 billion dollars, Forbes ranks him as America's 65th richest man.