The Frick Collection in New York City has turned to an unexpected spokesperson to help draw visitors to its newly renovated Fifth Avenue location: comedian and actor Steve Martin. Following a massive $220 million makeover, the prestigious museum has enlisted the "Only Murders in the Building" co-creator to star in a promotional video highlighting its spring reopening.
The six-minute promotional video, which has been posted on the Frick's official website and social media channels, features Martin wandering through the freshly renovated Gilded Age mansion while providing commentary on the museum's history and its founder, industrialist Henry Clay Frick, who was known for his harsh treatment of labor unions.
"Consider what you or I might be drawn to on any given day at the Frick Collection," Martin begins in the video, speaking in his characteristic drawn-out, inflected style. "Maybe it's a gilded beard," he suggests with humor as the camera focuses on the elaborate facial hair of a 15th-century sculpture of Hercules.
The museum underwent an extensive five-year renovation period, during which its renowned collection of Old Master paintings and decorative arts was temporarily housed in the Brutalist Marcel Breuer building on Madison Avenue - the former location of the Whitney Museum of American Art. Since reopening its doors at the original Fifth Avenue headquarters in April, the updated Frick Collection has welcomed 231,972 visitors, according to museum officials.
In the promotional video, Martin emphasizes the museum's contemplative atmosphere, stating: "This is what the Frick Collection is for: for slowing down, following your eye, and getting closer to objects of beauty and awe that are always right here, waiting for us behind these historic doors." However, this experience comes with a significant price tag, as general admission tickets cost $30 per visit, potentially limiting access to a more affluent demographic.
According to a Frick Collection spokesperson who spoke with Hyperallergic, Martin was selected as the ideal representative because he is both a longtime museum member and devoted fan, as well as being recognized as an iconic New York City figure. The choice also makes sense given Martin's extensive background as an art collector, which he has described as his primary hobby outside of entertainment, partly because it offers such a contrast to his professional work in comedy and acting.
Martin's personal art collection is reportedly quite impressive, featuring works by renowned artists including Pablo Picasso, Francis Bacon, and Roy Lichtenstein. His involvement in the art world extends beyond collecting - he authored a novel in 2010 that was set within the contemporary art scene, demonstrating his deep engagement with the artistic community.
While Martin may seem like an unconventional choice to represent the traditionally staid Frick Collection, his previous experience playing the bumbling Inspector Jacques Clouseau in "The Pink Panther" (2006) - a character who dealt with art thefts and museum heists - adds an element of ironic charm to his new role as the face of one of New York's most prestigious cultural institutions.
The collaboration between Martin and the Frick Collection represents the museum's effort to attract broader public attention following its extensive renovation and temporary closure. The $220 million investment in updating the facility demonstrates the institution's commitment to remaining relevant and accessible while preserving its historic character and world-class collection of art and decorative objects.
