Hi friends,
I love sharing stories about forward-thinking museums pushing boundaries.
Not because they represent the industry as a whole.
But because they don’t.
Change is happening much slower than it should, and the leaders are beginning to pull away from the pack.
While many institutions are still wrestling with the same challenges they’ve faced for years, a few are making bold decisions that will shape what museums become over the next decade.
What’s interesting about this week’s stories is that none of them are really about exhibitions.
They’re about museums thinking beyond the exhibit.
Rethinking their role in the community. Becoming places people gather, not just places they visit. Creating reasons to show up that don’t include curated collections. Expanding their purpose alongside their physical footprint.
In this week’s issue, you’ll see several examples of museums refusing to settle for business as usual. They’re asking bigger questions, taking thoughtful risks, and proving that the institutions willing to challenge convention today will be the ones guests line up for tomorrow.
That’s the kind of leadership that moves our industry forward.
- Eric
How can your museum get on board?
Grab a time on my calendar and let’s talk strategy.
The museums leading our industry forward aren't thinking in silos, and neither are the partners helping bring their visions to life. This look at Bridgewater's approach shows why strategy, design, content, technology, and production work best when they're connected from day one. The result isn't just a smoother process. It's a better experience for every guest who walks through the door.
Here’s the most thought provoking idea in this week’s stories. As museums invest millions in new buildings, one writer argues they also need to expand their purpose. Think later hours, community programming, cooling centers, and places people actually want to spend time after work. The future isn’t just bigger museums. It’s museums that become part of everyday life.
National Geographic’s new Museum of Exploration isn’t just packed with immersive technology. It’s built as an all-day destination. Guests can move from interactive exhibits to outdoor augmented reality, then return after dark for a projection experience. It’s a place that feels less like a museum visit and more like a place to spend an entire day.
This opinion piece argues that the museums pulling ahead aren’t defined by their collections alone. They’re built on a clear purpose that shapes everything from exhibitions to partnerships and community engagement. Whether it’s climate, creativity, or belonging, visitors increasingly connect with institutions that stand for something bigger than what’s hanging on the walls.
The new London Museum won’t just occupy a restored historic market. It plans to behave like London itself. Late nights, food programming, family events, community partners, nightlife, and public gathering spaces are all part of the vision. The galleries are only one piece of an experience designed to keep people coming back for a variety of reasons.
Museum of Ice Cream's new Las Vegas flagship feels less like a museum and more like an entertainment destination, complete with themed suites, dining, retail, live performances, and immersive environments. Traditional museums may question whether it belongs in the same category. Visitors probably won't. And that’s the point. Experiences like this are expanding expectations for what a museum can be.
Association of Midwest Museums Conference
July 26-29 | Chicago, IL
Retail Spaces
Sept 27-29 | Palm Springs, CA
International Museum Construction Congress (IMCC)
Oct 25-27 | Munich, Germany
MAPIC
Nov 3-4 | Cannes, France
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