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Lost in Translation? Inside the Multilingual Museum with Will Lach
In a world of apps and QR codes, many museum visitors still reach for a paper map. Often, they want it in a language other than English. This is where Will Lach, our Director of Sales, begins his conversation with Jonathan Alger on the latest episode of Making the Museum, the exhibition podcast from C&G Partners.
Will and Jonathan discuss the materials museums translate, the qualities of a good translation, and the role of AI in the process. Here’s a preview of the episode.
What Museums Translate
Picture a family walking into a museum. The grandparents may prefer Spanish, their first language, while the kids switch easily between two. That’s one reason more institutions are translating their visitor materials, from maps and audio tours to festival programs and full exhibitions. Bilingual museums are becoming more common across the U.S., especially in cities with large Spanish-speaking communities like Denver, Houston, and Los Angeles. Individual exhibitions may also require a specific language. For example, a Yayoi Kusama show might include Japanese translation because the institution expects Japanese-speaking visitors.
What Makes a Good Translation?
For museums and cultural institutions, a good translation starts with the right linguist. In addition to being a native speaker of the target language, subject-matter expertise is perhaps the most important factor. Translators with a relevant background understand the context and know which questions to ask.
One example comes from MoMA. When the museum acquired a portfolio of 46 botanical watercolors by Hilma af Klint, Eriksen transcribed her handwritten manuscript and translated it from Swedish into English for the exhibition and book Hilma af Klint: What Stands Behind the Flowers. The linguist and the curator worked through passages together, interpreting af Klint’s intent and weighing the linguistic reading against the art-historical and biographical context.
Which Spanish Should Museums Use?
Say your museum is in greater Los Angeles, where about four million people speak Spanish at home, and roughly 70 percent of them have roots in Mexico. Mexican Spanish might seem like the obvious choice. But that still leaves about 1.2 million Spanish speakers from Puerto Rico, Argentina, and elsewhere.
The question of “Which Spanish?” is less about comprehension and more about who feels included. The solution is the same broadcasters like Telemundo and Univision use: a neutral, broad Spanish that avoids terms tied to any one region. Everyone understands it, and no one group is favored over another.
Can a Museum Be Multilingual?
Yes, even with limited wall space. The California Academy of Sciences presents wall text in English, Traditional Chinese, Latin American Spanish, and Tagalog to serve its four largest visitor groups. Many museums offer languages digitally through QR codes, tablets, or apps. For museums just starting out, Will’s advice is simple: don’t let perfect be the enemy of good. Translating one gallery at a time still puts points on the board.
What Role Does AI Play in Translation for Museums?
AI translation works best for museums when it’s paired with expert human review. In this approach, AI produces a first draft and a professional linguist refines it, checking meaning, terminology, and tone. That human step is especially important for content that interprets an artist’s or curator’s intent, and for anything thousands or millions of visitors will read. The result combines the speed of AI with the judgment of a native speaker who knows the subject matter.
The conversation also takes a turn toward Yoko Ono, as Will and Jonathan explore when translation becomes part of the artwork itself. That answer, you’ll have to hear for yourself.
Listen to the Full Episode
To listen to the full episode, search Making the Museum on your favorite podcast app or click one of the links below.
Apple Podcasts | Spotify | Making the Museum
Thank you to Jonathan Alger and C&G Partners for a great conversation.
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What do museums typically translate?
Museums translate visitor maps and guides, exhibition and wall text, audio tours, festival materials, conservation training guides, and archival documents such as letters and provenance research. Exhibition translation is growing as more U.S. museums go bilingual.
What makes a good translation for a museum?
For museums and cultural institutions, good translation starts with linguists who are native speakers of the target language, live in a country where it’s spoken so their language stays current, and have expertise in the subject matter. That combination helps the translator understand the meaning, context, and intent behind the content, whether it’s an art catalog, a science exhibit, or a historical archive.
How should museums review translated content?
An in-house review helps keep translations aligned with the museum’s voice and brand. The ideal person for the job is a native speaker who knows both the subject and the museum, though they don’t need to be a linguist. Museums can also bring in an independent third party. The reviewer should provide specific written comments so the linguist can respond to each one.
Which Spanish should a U.S. museum use?
Most U.S. museums are best served by a neutral, broad Spanish that avoids terms tied to any one region. It’s the same approach Spanish-language broadcasters like Telemundo and Univision use. Neutral Spanish helps visitors from across the Spanish-speaking world feel included, even in cities where one country of origin predominates.
How can museums offer exhibitions in multiple languages?
Museums can present translated text side by side on the wall, with equal visual weight for each language, or extend content digitally through QR codes, bilingual subtitles, and audio tours. Many combine both, so visitors can choose how and in which language they engage, with printed guides or kiosks for those who prefer not to use a phone.
For a deeper look, read Putting Visitors in Control: Language and Technology in Exhibits.
Can AI translate museum content?
Yes, with professional oversight. Machine translation post-editing (MTPE) pairs an AI-generated draft with review by an experienced linguist, who verifies meaning, refines terminology, and keeps the translation aligned with the museum’s voice. The right approach depends on the content, the language, and the museum’s goals.
Learn more about our MTPE services.
