Guggenheim Museum Bilbao
Lobby & Visitor Experience

Studio: Local Projects
Team: Naomi Seixas, Peter Vikar, Guillaume Marais, Pearlyn Lii
Role: Digital Content Experience and Wayfinding Systems
Year: 2019

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.

All physical elements—ticketing desk, information desk, security posts, audioguide storage—were designed to enhance the experience for visitors and staff while staying true to the spirit of the building. Working with the museum's in-house design team, we standardized digital content templates and physical signage to provide essential information clearly and effectively. A modular graphic system emphasizes transformation through rich imagery of the museum's past and present, with the Guggenheim Bilbao logo as connective tissue across all digital signage—adding moments of surprise and discovery throughout the new lobby.