ZERO Orientation Gallery
An orientation center that doesn't just tell you where to look—it teaches you how to see.
Overview
The Guggenheim Bilbao is one of the most famous buildings in the world, but its scale can be overwhelming. We transformed a small, underused lounge in the lobby into ZERO, a sensory prologue that prepares visitors for the journey ahead. Instead of handing out maps, we created an immersive chamber that uses light and sound to decode the museum's DNA. It turns a logistical moment into a magical one, grounding visitors in the collision of Bilbao’s industrial history and Frank Gehry’s futuristic design before they ever step foot in the galleries.
Services
Experience Design, Exhibit Design, Media Design & Development
The Details
The architecture of the gallery was the primary challenge: a narrow, curved space that felt cramped. Our solution was to dissolve the walls with optical alchemy. By wrapping the room in projection-mapped mirrors, we created a kaleidoscope effect that expands the visual space by 14 times, surrounding visitors with a 300-degree storm of imagery. The show remixes the textures of the building (titanium, glass) with the masterpieces of the collection, priming visitors’ eyes for the art they are about to encounter.
