In the new Philips Museum, architecture becomes storytelling: spaces, light, and materials shape how visitors move through and experience the history of innovation. We designed the museum’s key experiences as immersive, spatial narratives that bring Philips’ story to life.
Spatial Narrative for the Philips Key Visitor Experiences
Tactile, human, and immersive, the three experiences blend physical materials with AR and digital layers, creating spaces where visitors can touch, explore, and see the invisible come to life.
Experience 1: Making the Invisible Visible
We reimagined the medieval anatomical theater for today’s digital health. Visitors ascend sculptural steps equipped with body and facial scanning, arriving at a central stage where a holographic “corpse” floats – an ethereal, digital counterpart to the historical teaching model. Here, architecture, light, and technology converge to orchestrate attention, making the presentation of digital health both immersive and personal.
Experience 2: The Design Timeline
Visitors move through the onion-inspired layers of Philips’ history, where fabric projections, interactive glass cubes, and AR bring products and stories to life. Time unfolds in space, turning the brand’s evolution into a tactile, immersive journey.
Experience 3: Solutions for the Planet
Solutions for the Planet invites visitors to explore Philips’ circular economy in a playful, educational way. Real trees populate the space, grounding the experience in nature, while visitors hold interactive crystal balls to engage with a massive suspended sphere at the center. AR and physical interaction reveal stories about the brand’s present and future, turning abstract ideas about sustainability and circularity into a tactile, immersive journey.
Together, these experiences transform the museum into a living, immersive narrative where history, innovation, and sustainability intersect. Architecture, materiality, and technology work hand in hand to make ideas tangible, inviting visitors to explore, engage, and imagine the future of Philips.