Susan Bloch-Nevitte, AGO's executive director of public affairs, said eight firms were shortlisted, before being whittled down to three, and then two. The AGO has previously worked with National, including in 2004 to unveil the new design by renowned architect Frank Gehry.
The assignment includes two components: to design and execute the ceremonial re-opening event on November 14, and to attract US and international media. Because the project (named "Transformation") includes so many facets (the new look from Gehry, added works, innovative displays, etc.), AGO plans to reach out to reporters covering everything from lifestyle and technology to social media.
“In many cases, we're targeting people we've never targeted before, and people who didn't think an art gallery was the kind of place that they would visit,” said Bloch-Nevitte. “We're also trying to talk to communities we have never talked to before."
As an example, she cited reaching out to the Chinese community, who might be interested in the gallery's growing "world's cultural" collection.