Reimagined visitor
experience
for an iconic
museum

Local Projects was invited by the Guggenheim Bilbao Museum to reimagine the visitor experience within Frank Gehry's iconic architecture. The challenge: transform the lobby and visitor journey to handle both quiet moments and peak crowds, creating intuitive flow while preserving the sense of awe upon entering. The solution integrated spatial reconfiguration, digital systems, and physical touchpoints to optimize the experience while staying true to the building's spirit.

Working with the museum's design team, standardized digital content templates and physical signage systems were developed in four languages (English, Spanish, Basque, and French) to ensure clarity and wayfinding effectiveness. A modular graphic system celebrates the museum's transformation through imagery of its past and present, with the Guggenheim Bilbao logo as connective tissue across all digital signage.

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





About
Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York






What
I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how the brand looks and feels across every surface and atmosphere.






Get
in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com



About Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York


What I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how a brand is felt across every surface and atmosphere.


Get in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com