When the newly opened Smithsonian Cooper-Hewitt Design Museum began the process of rebranding and renovating their space back in 2003, the design "fanbase" was just beginning to gain serious momentum. Lines were wrapping around the block for special exhibits, educational events, and the museum's after hours programming. The museum called upon its staff to answer a number of big-picture questions that would help guide their future. How could they make design relevant to all audiences? Become not only the nation's design museum, but an international destination? Become "the museum of the future"? Their solution? Embrace the zeitgeist and allow everyone to "play designer." We take a look at the reimagined CooperHewitt and how they're redefining the museum experience. PERSPECTIVE 022-IIDA-0615-DesignDecoded-150602-1-BR.indd 23 23 6/2/15 9:19 AM