Publicis Sapient and Second Story, in partnership with BKK Architects, have been appointed by The Australian Centre For The Moving Image (ACMI) to collaboratively transform the 17-year-old institution into a global museum of the future
At the heart of the renewed ACMI is a free permanent exhibition across two new galleries that will seamlessly merge physical and digital experiences.
The exhibition will explore the past, present and future of the moving image. From its genesis in light and shadow play to leading edge and emerging technologies including VR and augmented reality.
The all-new ACMI will deliver a visitor experience on par with leading global museums, right in the heart of Melbourne, increasing digital literacy and helping audiences navigate an ever-expanding universe of content, as well as presenting and commissioning new works and artists.
ACMI’s redesigned education spaces will double in size, inspiring and empowering the next generation of moving image-makers and content creators.
Comfortable social spaces, connected by BKK’s architectural centrepiece, the living stair, will create a seamless flow through the building, connecting the institution across its three-levels and providing a place for visitors to congregate and contemplate in an open and welcoming environment.
ACMI director and CEO, Katrina Sedgwick said: “We are thrilled to be collaborating with such bold and innovative companies as Publicis Sapient, Second Story and BKK Architects on a project that will firmly cement ACMI as the world-leading institution for screen culture, education and innovation.
“The integration of new technologies in cleverly designed public and exhibition spaces will greatly expand our reach, impact, public value and dramatically enhance the visitor experience.”
Publicis Sapient Australia managing director, Sarah Adam-Gedge said: “Publicis Sapient is proud to play a leading role in this truly collaborative project that will bring rich experiences to life for ACMI visitors by seamlessly merging space and story through intuitive use of transformative technology and physical design.”
Second Story chief creative officer Keri Elmsly said: “As the limitless world of the moving image continues to expand in format and complexity, we need better places and tools to enable us to define our voice and place in the world.
“Our transformation of ACMI puts watchers, players and makers at the centre of the experience and creates the environment to convene with the best of human imagination.”
Construction of the renewed ACMI is scheduled for completion in mid-2020.