“We don’t have a playbook for our exhibitions, and we don’t have one for our campaigns,” Schoeffel said. “But with each, we get smarter about how to embrace the uniqueness of every market and its dynamics.”
Meow Wolf plans to continue its march in Texas, with another exhibit opening in 2024 in Houston. Schoeffel—who describes her role at the group as “part archeologist, part architect, part community-builder, part ticket-seller”—says the group’s “kaleidoscopic universe of art and story” will continue to look for new avenues of expression.
“We are committed to building exhibitions, but we also ask…what else can we be?” Schoeffel said. “We have our first exploration in VR coming in September with our collaboration with Walkabout Golf, and we will be rolling out our app later this year.”
