A bold reimagining of a national museum

In a bold reimagining of what a national museum could be, Qatar set out to create a space where the story of its people unfolds over 700 million years. Tasked with leading the interpretive development, we worked hand-in-hand with Qatar Museums to bring this transformative vision to life.

Our role spanned nearly a decade – from early conceptual workshops and narrative development to last minute checks on the night before opening. This project redefined the museum experience, shaping a shared intellectual and deeply emotive encounter: a place to connect communities and spark thought and action.

Qatar’s ambition was clear: the new National Museum would be a museum by the people and for the people. Far from a traditional repository of artefacts, it is a living, breathing narrative – a journey that invites visitors to explore the nation’s evolution through immersive storytelling. From the first gallery, they are immersed in films and voices that bring Qatar’s story to life – not as a distant history, but as something lived and remembered, linking the past to the present moment.

The stories told in each gallery are introduced by spectacular immersive art films, specifically made for the museum, projected directly onto the angular, sloping walls. The films are illustrative and poetic meditations on Qatar’s story. One film, for example, tells the story of the unification of the Qatari tribes. Another evokes the physical and emotional challenges of pearl diving. But what really unifies the museum are oral histories – the voices of Qataris themselves. These interviews, which can be found in every gallery, set the tone – this museum is about the people of Qatar, in their own words. Together, the films and oral histories vividly capture the dynamism of Qatari culture. The result is a visitor experience that feels like a journey through a three-dimensional oral and visual history of Qatar.

Our commitment to authenticity led us on an ambitious archival research project that uncovered never-before-seen historical photographs, videos and documents. From a convent in France to the British Airways archives at Heathrow, and collections spread across India, Türkiye, Goa, Europe, and America, we gathered diverse snapshots of history to enrich the museum’s narrative. Through painstaking research, we unearthed hidden historical gems, enriching the museum’s story and showcasing the multifaceted, layered nature of Qatar’s past.

We partnered with the museum team, local and international experts, architects, and media companies to ensure that every aspect of the narrative was fully integrated – from the initial big-picture concepts to the final script. Our approach was holistic: every decision was made with the audience in mind, to bring them an experience that lived up to the iconic architecture of the museum’s exterior, ensuring that the museum was not just seen, but truly felt.

When the National Museum of Qatar opened its doors in March 2019, it quickly became a global talking point. Welcoming over 130,000 visitors in its first month alone, the museum garnered worldwide acclaim and a host of prestigious awards – including the LCD New Cultural Destination of the Year Award and a spot on TIME Magazine’s list of the World’s 100 Greatest Places of 2019. The New York Times urged, “Skip the Vatican Museum. Go to the National Museum of Qatar.” Yet, beyond these accolades lies the real measure of success: the museum’s power to connect people through a shared, immersive narrative of nationhood.

Our work on the National Museum of Qatar went beyond developing content – it reshaped perspectives. We upheld the clarity and continuity of vision, ensuring that every element of the museum’s design delivered a cohesive and transformative visitor experience. By collaborating closely with architects and designers, we shifted traditional approaches to national museum-making, moving from a top-down, externally focused model to one that celebrated a museum made for – and by – the people of Qatar. This project embodies our company’s mission: to spark collective change by bonding communities through intellectual and emotional connections that shift perceptions and inspire action. In doing so, we have not only contributed to the creation of a landmark cultural institution but have also helped shape the ongoing narrative of a nation.