Counterculture concept revealed

Beat institution to launch new museum space

SAN FRANCISCO’s famed Beat Museum has announced exciting plans to launch a second exhibition space in the city as soon as spring 2025, one that seems sure to be of interest to readers of Rock and the Beat Generation.

The Counterculture Museum, to be located in the legendary neighbourhood of Haight-Ashbury, will present exhibits and programmes spotlighting pivotal movements such as the Beat Generation, the hippies, Civil Rights, feminism and LGBTQ+ rights among others.

Jerry and Estelle Cimino, the founding and steering partnership behind the Beat Museum, have secured premises at the very intersection of Haight-Ashbury, the very district which, from the mid-1960s, became a byword for the countercultural upsurge and the hippies who made their home there.

CCM, as the new institution is being styled, will be sited at 1485 Haight Street in a storefront building previously inhabited by clothing outlet RVCA, a business which vacated the location back in the spring. It appears to be ideally positioned and a fine set-up to develop these ambitious proposals.

Pictured above: CCM’s Haight St home

Estelle Cimino explains: ‘This dynamic new museum will be a hub for learning, engagement and inspiration, offering visitors an immersive journey through the movements that have challenged societal norms, pushed boundaries and shaped modern culture. These movements have shaped our society by embracing modern values, promoting creative expression, and acting as powerful catalysts for lasting social change.’

Last year, the Beat Museum, located at 540 Broadway in North Beach close to City Lights bookstore, celebrated its 20th anniversary, a testament to the energy and vision of the Ciminos and a significant draw to Beat followers and all visitors to the Bay Area. It will continue to operate as normal.

Named Executive Director of CCM, Estelle Cimino adds: ‘Our mission is to honor the spirit of social activism and creative rebellion that defined the counterculture era, inspiring change that still echoes today. Haight-Ashbury is the perfect home for this museum, and we’re excited to be a part of this community to celebrate, learn from, and be inspired by the courage of those who challenged the status quo.’

She explains: ‘These movements for change pushed boundaries and embraced modern values, shaping society in their time. They sparked creative expression and became powerful catalysts for lasting social change that still resonates today.

‘As a dynamic space for learning, engagement and inspiration, the Counterculture Museum will examine the history, challenges and lasting impact of these movements. Exhibitions will showcase the past, while drawing connections to the present, demonstrating how the ideals and struggles of previous generations carry on today.’

See also: ‘Twenty vision: SF institution’s two-decade journey’, May 10th, 2023. Visit the new CCM website here