Located on 1 East 70th Street in Manhattan, the historic Frick mansion is home to The Frick Collection, a museum and research center dedicated to Old Master works.
After a 5-year renovation — its first comprehensive upgrade since 1935 — the Frick’s historic buildings reopened in April 2025, launching a new chapter in the museum’s history.
As part of the reopening, Order conceptualized and produced a city-wide campaign to reintroduce The Frick to the public.
Collaborators
The West Gallery, 1925.
Photo courtesy of The Frick Collection and Frick Art Research Library Archives.
Commissioned in 1913 by the American industrialist Henry Clay Frick, the Frick mansion was originally conceived as a private residence and home to Frick’s extensive collection of paintings, sculpture, and decorative arts.
Upon his death, Frick converted the mansion into a museum, which first opened to the public in 1935.
In March 2020, The Frick’s historic buildings on 1 East 70th Street closed for renovations.
The collection reopened in 2021 at its temporary home on Madison Avenue, The Frick Madison.
The Frick Madison.
Photo by Joe Coscia for The Frick Collection.
The West Gallery, 2025.
Photo by Adrianna Galviano for the New York Times.
Photo by Vincent Tullo for the New York Times.
Renovations of the mansion focused on preserving, restoring, and refreshing the existing space, rather than a transformative overhaul.
Hand-loomed green velvet wall coverings for the West Gallery.
Photo by Vincent Tullo for the New York Times.
Breccia Aurora Blue marble was imported from Italy for the reception hall’s staircase.
Photo by Vincent Tullo for the New York Times.
A historic wood carving from 1914 was cleaned as part of the renovations.
Photo by Vincent Tullo for the New York Times.
In April 2025, the museum’s historic buildings reopened to the public for the first time in nearly 5 years.
Entrance Hall, 2025.
Photo courtesy of the Frick Collection.
Reception Hall.
Photo by Vincent Tullo for the New York Times.
Stephen A. Schwarzman Auditorium.
Photo courtesy of The Frick Collection.
The Ian Wardropper Education Room.
Photo courtesy of The Frick Collection.
The West Gallery, 2025.
Photo by Adriana Galviano for the New York Times.
Major works from the collection include sculpture, painting, and decorative arts from the Renaissance through the nineteenth century.
Jean-Honoré Fragonard,
The Progress of Love: The Pursuit,
1771–72
1915.1.45
Rembrandt van Rijn,
Self-Portrait,
1658
1906.1.97
Pierre-Auguste Renoir,
La Promenade,
1875–76
1914.1.100
Compared to neighboring art museums, The Frick’s collection is small. The strategy was to look at this as a strength rather than a limitation.
The intimate scale of the historic mansion provides visitors a uniquely personal relationship to the artworks. Magnifying glasses are provided in the galleries to encourage close looking.
Get Closer
The campaign’s headline, “Get Closer,” highlights the intimacy of The Frick’s buildings and collection, inviting guests to see old works anew. Combined with imagery that's focused, cropped in, and often unnoticed — a system of ads and marketing initiatives easily come to life.
