A seamless visitor journey through guggenheim bilbao’s iconic frank gehry building

Local Projects was invited by the Guggenheim Museum Bilbao to reimagine the visitor experience within Frank Gehry's iconic titanium-clad architecture. The challenge: transform the lobby and visitor journey to gracefully handle both quiet moments and peak crowds, creating an intuitive flow that preserves the visitor's sense of awe upon entering while modernizing how they discover and navigate the museum. The solution integrated spatial reconfiguration, digital systems, and redesigned physical touchpoints—ticketing, information, security, audioguides—to optimize flow while staying true to the building's spirit.Working with the museum's in-house design team, I developed standardized digital content templates and physical signage systems in four languages (English, Spanish, Basque, and French) to ensure information clarity and wayfinding effectiveness throughout the journey. A modular graphic system celebrates the museum's transformation through rich imagery of its past and present, with the Guggenheim Bilbao logo as connective tissue across all digital signage—adding moments of surprise and discovery throughout the lobby.

Credits

Studio: Local Projects
Team: Naomi Seixas (Project Direction), Peter Vikar (Physical Design), Guillaume Marais (UX), Pearlyn Lii (Graphic Support)
Role: Digital Content and Wayfinding Design
Year: 2019