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Detroit’s Motown Museum teases expansion in new flyover video

Next stop, Hitsville

Detroit’s Motown Museum teases expansion in new flyover video

The hotly anticipated Motown Museum broke ground last year. (Courtesy Perkins+Will)

Detroit’s Motown Museum has reached out by releasing a flyover video that gives the first good look at its $50 million expansion in hopes that we’ll (eventually) be there. And although there ain’t nothing like the real thing, the teaser video showcases the under-construction museum in its full glory.

“It’s such a thrill for us to give the world this fresh visual of what our expanded campus will look like when construction is completed,” Robin Terry, chairwoman and CEO of the Motown Museum, told Detroit News. “The dynamic format for this aerial ‘flyover’ video means you can experience the project in a way that even the most detailed plans and renderings cannot—bringing the expansion to life in a way that makes you feel like you’re there. This preview also illustrates how the museum will offer unique programming, a collaborative space for the community to gather and one-of-a-kind experiences that no other institution can match.”

As previously reported, the museum expansion, which broke ground in September of last year, was designed by the late Phil Freelon of Perkins and Will. Most notably, the North Carolina-based Freelon led the design team behind the National Museum of African American History and Culture as well as other museums dedicated to civil rights and the black experience. For the Motown Museum expansion, Freelon collaborated with Detroit’s Hamilton Anderson Associates.

“Motown introduced a brilliant collection of voices and stories across racial, generational, and cultural lines,” said Zena Howard, a managing director at Perkins and Will, in a statement to the Detroit Free Press. “The expansion of the Motown Museum will carry these voices even further.”

When complete, the museum, which is currently located in the original Motown home offices/studios on West Grand Boulevard, will feature an additional 50,000 square feet of interactive exhibition space, performance venues, recording studios, community gathering areas, retail space, and more. The first phase will mostly involve renovating and connecting the existing museum buildings, and is the first of four.

The sprawling new museum complex will be connected to Hitsville U.S.A., the name of Motown Records’ historic hit-producing compound. In effect, the expansion will create a sprawling cultural campus in Detroit’s New Center neighborhood. Currently, three of the seven original Motown-affiliated residential homes lining West Grand Boulevard make up the present-day museum.

Motown mogul Berry Gordy purchased the first Hitsville home in 1959. In 1972, Gordy moved the label’s headquarters from Detroit to Los Angeles. Esther Gordy Edwards, sister of Berry Gordon and former senior vice president of Motown Records, established the Motown Museum at the Hitsville site in 1985. It remains one of southeast Michigan’s top tourist attractions.

As reported by the Detroit Free Press, the Motown Museum announced it had surpassed the halfway mark of its $50 million expansion fundraising campaign on the same day it premiered the new flyover teaser.