The museum that changed its name to make a name for itself.

Using the MCA acronym, we gave our name over to the public, becoming a blank canvas for people to express what the gallery means to them. Our campaign quickly sparked people’s creativity as we received thousands of acronyms from Modern Cultural Awakening and Mediocrity Cleared Away, right through to Make Cheaper Art and even those who were fans of the MCA’s café – Macchiato Cappuccino Affogato.

Soon our idea had become a living, breathing piece of art and helped show people the most important thing about contemporary art is to find your own meaning within it.