Description:

In early 2021, the Macau Grand Prix Museum reopened its doors after an extensive renovation. It provides visitors with an interconnected journey through informative exhibitions that capture the true experience of the Museum. The challenge was to maintain the existing logo, and develop a comprehensive identity overhaul that could help deliver on a world-class museum experience. It needed to flex across all aspects of the visitor experience, from historical thematic displays, to deconstructed vehicular displays, to interactive interface design and immersive experiences.

The Macau Grand Prix Museum embarked on an extensive renovation that required a complete rethink of the museum experience, along with a comprehensive identity. This identity system would need to flex across all aspects of the visitor experience, from historical thematic displays, to deconstructed vehicular displays, to interactive interface design and immersive experiences.

The design system draws on the DNA of motorsport, from track markings, language from the pit, to motion principles reflecting the car and crew movements. Spaces were created with a sense of fluidity through ceiling lines that generate natural flow paths. The brand comes to life through a series of high-octane interactive experiences that immerse audiences through technology and storytelling.