Reimagining Cultural Engagement

Designing the Experience for BeMA

2018-2021

Self-Initiated Concept for

Beirut Museum of Modern Art

Context:

While studying design, I explored how Arab identity and language could shape modern cultural experiences. BeMA [Beirut’s anticipated Museum of Modern Art] served as a case study to envision how a museum could connect people to Arab art through a fresh, contemporary approach. Later, I developed the project independently to integrate customer experience and service design principles.

Three exhibition posters hanging on a white wall. The posters are in Arabic and English and feature abstract designs with geometric shapes.

The Challenge

The project aimed to reimagine how a museum could function as an immersive cultural ecosystem that:

  • Bridges physical and digital experiences to attract and engage a new generation of visitors.

  • Uses Arabic visual language to express cultural depth in a modern, accessible way.

  • Extends beyond the museum walls to create meaningful emotional and everyday touchpoints through products, communications, and digital platforms.

A process diagram with three steps: Research & Insight Generation, Experience & Identity Design, and Future Experience Vision, describing a cultural experience project involving Arab identity, language, and design.

Objective

Create an innovative, human-centered concept that blends branding, storytelling, and service design, positioning BeMA as a museum that celebrates Arab creativity while redefining how people experience art and culture.

Billboard advertising the opening of the Beirut Museum of Art in Arabic and English, with a blue background and red accents, located on a city sidewalk near tram tracks at night.

My Role

As a self-initiated designer, I led every phase of the project — from insight generation to conceptual execution. My work included:

  • Conducting independent research on museum experiences, visitor expectations, and cultural engagement models.

  • Designing a brand identity inspired by Arabic calligraphy and linguistic forms to convey connection and fluidity.

  • Mapping visitor journeys across pre-visit, on-site, and post-visit stages, linking physical and digital touchpoints.

  • Translating the concept into visual and experiential elements including the app, website, posters, brochures, gift shop products, and immersive “Moments in the Museum” scenarios.

Impact

Line drawing of a person standing on a map with one arm raised.

Demonstrated how visual identity can serve as a foundation for holistic experience design.

Outline of a light bulb within a gear or settings icon, sketched in pink.

Proposed a forward-thinking model for cultural institutions blending art and technology.

Icon of a building with a flag on top, with a shield and checkmark overlay in front, all in pink outline.

Showcased the ability to connect branding with CX strategy and service innovation.

Art gallery with paintings on walls, pink and black color theme, and reflective hardwood flooring.
A simple line drawing of a person holding a large beach umbrella over their head.

Reflection

This project challenged me to design beyond aesthetics; to create meaning and memorable experiences. It strengthened my confidence in leading end-to-end design thinking independently, bridging creativity and strategy to bring ideas to life.