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.

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.

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.

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

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

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

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

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.