WHAT Guringo developed a concept for an exhibition that tells the colorful and epic story of the Sweden – America cruiseship line. The exhibition envolved creating a narrated, immersive space that would attract new types of visitiors that would not normaly venture to the Maritime museum – especially youth and non-maritime interested people.
LINEAR OR NON-LINEAR? The aim of was to create an up to date visual space with an exhibition that could be experienced both linear by year to year analogy and non-linear, jumping from theme to theme.
THE NARRATIVE In order to reduce the distance between visitors and objects, the designteam was inspired by the story structure in filmmaking. The America Boats where used as a venue for personal dramas, the toils of the world wars, ingenious entrepreneurship and decadent luxury life.
IN USE The exhibition attracted more visitors in the first year of opening (2015) than any previous exhibition in the history of the museum.
For more information contact
Head of Design Alex Wolfe alex[at]guringo.com