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 Content and Wayfinding Design
Year: 2019