The Cabinet at the M+ Museum
REQUEST
An interactive multiplayer experience that empowers visitors of the M+ Museum to engage with and interpret art.
CLIENT
M+ Museum
200 Physical Artworks & Innovative Robotics
In collaboration with Potion and the M+ Learning and Development team, we conceptualized and built The Cabinet—an interactive exhibition space within M+ Museum, one of the world’s largest museums of visual culture.
Making Every Visitor Feel Empowered to Interpret Art
Our mission was to empower every visitor — regardless of prior art experience — to feel confident interpreting visual culture.Art interpretation can feel intimidating without formal training. Yet at its core, it is instinctive and deeply personal. There is no single correct answer — only your relationship to what you see, shaped by language, culture, age, and lived experience.
Our challenge was to design an experience that revealed to visitors that they already possess the tools to engage meaningfully with art — and to transform individual interpretation into shared dialogue.
To achieve this, we developed a multiplayer interpretation game consisting of five distinct variations of engineered prompts, inspired by the principles of Visual Thinking Strategies. Each variation invites visitors to observe, reflect, and respond — transforming passive viewing into active participation.
01
“If this were an album cover, what would you title it?”
Each participant submits a title, transforming personal interpretation into shared authorship. Every response becomes part of the evolving work.
Interpret
Visitors are invited to respond to a single, open-ended prompt. for example:“If this were an album cover, what would you title it?”
Each participant submits a title, transforming personal interpretation into shared authorship. Every response becomes part of the evolving work.
02
As the countdown begins, visitors cast their votes for the titles that resonate most.
Vote
All submitted titles appear in real time on the large central projection, forming a collective field of interpretations.As the countdown begins, visitors cast their votes for the titles that resonate most.
03
Crown
With real-time animated scores is adding suspense and excitement. The highest-voted entry is showcased on the screen, and the cycle begins again.
For an in-depth case study of The Cabinet, click here.
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