Reed Hastings, founder of Netflix, is set to make a significant impact on the art world with an innovative project at his recent acquisition, Powder Mountain in Utah. An outdoor museum will merge winter sports with contemporary art, showcasing works by renowned artists including James Turrell, Jenny Holzer, Paul McCarthy, Gala Porras-Kim, Nikita Gale, and Arthur Jafa.
The arts program at Powder Mountain was designed by Director Matthew Thompson, Chief Creative Officer Alex Zhang, and independent curator Diana Nawi, who took on the role of curator of contemporary art at LACMA in July.
Thompson explained that their curatorial approach intentionally integrates art with the mountain’s landscape and seasonal changes, establishing a deep connection with the historical land art projects of the American West.
James Turrell, renowned for his mastery of light and space, will display his works at the museum. McCarthy will install an immersive piece inspired by American West folklore, while Holzer will engrave new writings on mountain rocks.
The new art program will introduce an unspecified piece by Nancy Holt from the 1980s. Holt is known for her first site-specific work, Sun Tunnels (1976), which she created in Utah between 1973 and 1976 and which remain in the Great Basin Desert.
The program will feature a site-specific design for two ski lifts by EJ Hill, representing one of the first commissions for the 2024–25 ski season. Additional artists receiving commissions include Arthur Jafa, Nikita Gale, Gala Porras-Kim, Davina Semo, and Raven Halfmoon, with more names to be revealed.
Opening in 2025, the skiable museum will combine the thrill of skiing or snowboarding with artistic discovery. Artworks will be thoughtfully placed along the ski trails, seamlessly merging with the natural landscape to enrich both the outdoor adventure and artistic experience. As visitors glide down the slopes, they will encounter installations that amplify the sense of movement and immersion, making art more engaging and accessible.
Hastings’s debut in the art world represents a significant extension of his creative vision, demonstrating his commitment to cultural innovation. The skiable museum exemplifies new forms of artistic expression that deeply engage with the environment, offering an immersive journey that transcends traditional art viewing.
The innovative concept also highlights the growing appeal of experiential and site-specific installations in contemporary art. The museum is poised to attract global visitors, enhancing Utah’s cultural and economic standing.
