Since it opened in 1974 with the huge and fiercely personal collection of the financier Joseph H. Hirshhorn as its lodestone, it has become a well-regarded and often pioneering place to see art. But those who run it also know that it has always been, in one sense, an accidental museum, visited by a lot of people who know that it is part of the Smithsonian Institution and wander in because it is free, but have little idea what’s inside.

Many of these visitors have never seen contemporary art before, at least not on purpose. And quite a few come in scanning the rafters for the Spirit of St. Louis.

“We get that question a lot, the airplanes,” said Gabriel Riera, the museum’s director of communications and marketing.
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