The Sensory Museum old
The Sensory Museum
Branding, Concept, Advertising, Exhibition Planning
Re-targeting the classic museum audience
In an effort to attract a larger audience museums have recently began shifting from collection-based archives to interactive experiences. However, the shift has been focused towards children deterring a wide audience (~18-36) from taking advantage of the unique educational benefits museums have to offer.
The Sensory Museum is a traveling exhibit popping up in artistic cities targeting the millennial population. Promoted through social media, visitors expect a unique, hands-on experience that simultaneously acts as a social hub. The museum accommodates the working young adult lifestyle with evening hours and nighttime events.
Rooted in science, the branding of the museum reflects the five regions of the brain that are stimulated with each sense.
The museums website is used for tracking the museums current location, and planning trips. Additionally, a viewers can access a shop where a small selection of sensory focused goods are sold. Across the site hovers are used to allude to the scientific meaning behind the museums branding.
Focused on the interests of a younger, more spontaneous generation, the museum will have a strong online presence advertising on sites such as Spotify and TimeOut (an event tracker for major cities). All adds feature rollover interactivity similar to the website.
Although the museum's presence in each location is short lived, through hype and outdoor advertising it aims to become a social hub. As a pop-up attraction the museum needs an intriguing aesthetic that can easily be applied to a variety of buildings. Vinyls and clear visiting information help to create a sense of curiosity while still creating an inviting, exciting environment.
On-location advertising will be primarily in areas of public transportation. Playing off the subtly of senses, lenticular print on the posters engage viewers with shifting messages. Here the color scheme becomes darker for higher contrast– allowing viewers to distinguish information at a distance.