The Cabinet at the M+ Museum
REQUEST
An interactive multiplayer experience that empowers visitors of the M+ Museum to engage with and interpret art.
CLIENT
M+ Museum
A Collaborative Game Including 200 Physical Artworks & Innovative Robotics
We collaborated with Potion and the M+ Learning and Development team to concept and build The Cabinet—an interactive exhibition space within one of the world’s largest museums of visual culture.
Make Every Visitor Feel Empowered to Interpret Art
MISSION
Our mission was to empower every visitor—regardless of their previous art experience—to feel confident in interpreting art. Interpretation can seem intimidating without formal training, but in essence, it’s simple and deeply personal. There’s no right or wrong—only your relationship with what you see, influenced by your language, culture, age, and life experience. Our challenge was to help visitors realize they already possess the tools to engage with art and have meaningful conversations about visual culture, unlocking their innate interpretive power.
Our mission was to empower every visitor—regardless of their previous art experience—to feel confident in interpreting art. Interpretation can seem intimidating without formal training, but in essence, it’s simple and deeply personal. There’s no right or wrong—only your relationship with what you see, influenced by your language, culture, age, and life experience. Our challenge was to help visitors realize they already possess the tools to engage with art and have meaningful conversations about visual culture, unlocking their innate interpretive power.
A Collaborative Interpretation Game
FOSTERING CONNECTION AND CREATIVITY
We created four interactive interpretation games accessible via six tablets placed in front of The Cabinet, or through visitors’ own mobile devices. Participants are prompted with thought-provoking questions such as, “How would you title this work?” or “If this were an album cover, what would the album be called?”
Before the timer runs out, answers are submitted and instantly displayed on a large central projection, creating an immersive visual experience. Visitors can then vote on each other’s submissions, with real-time animated scores adding suspense and excitement. The highest-voted entry is showcased on the screen, and the cycle begins again.
Additional prompts include questions like, “What detail of this work stands out to you?” or “What do you think the woman in the work is thinking about?” Some prompts require participants to formulate their answers in words, while others invite them to tap and select specific details.
We created four interactive interpretation games accessible via six tablets placed in front of The Cabinet, or through visitors’ own mobile devices. Participants are prompted with thought-provoking questions such as, “How would you title this work?” or “If this were an album cover, what would the album be called?”
Before the timer runs out, answers are submitted and instantly displayed on a large central projection, creating an immersive visual experience. Visitors can then vote on each other’s submissions, with real-time animated scores adding suspense and excitement. The highest-voted entry is showcased on the screen, and the cycle begins again.
Additional prompts include questions like, “What detail of this work stands out to you?” or “What do you think the woman in the work is thinking about?” Some prompts require participants to formulate their answers in words, while others invite them to tap and select specific details.
Harnessing the Power of Visual Thinking Strategies
One of our most important research insights led us to Visual Thinking Strategies (VTS). In this proven group-based interpretation method, a facilitator encourages open-ended questions to inspire discussion and deepen art understanding. This approach emphasizes collaborative interpretation, allowing multiple perspectives to coexist and fostering a shared journey of discovery.
Building on this concept, we designed the game to function as a facilitator—a guide that gently prompts visitors to explore artworks collectively. Every prompt was carefully crafted and rigorously tested in collaboration with the Learning and Development team at M+ to ensure it was engaging, approachable, and inclusive for visitors of all art backgrounds.
By integrating VTS principles, the game not only invites visitors to interpret and discuss art, but also creates a welcoming environment where everyone’s voice can be heard, sparking curiosity, connection, and insight through shared storytelling.
Building on this concept, we designed the game to function as a facilitator—a guide that gently prompts visitors to explore artworks collectively. Every prompt was carefully crafted and rigorously tested in collaboration with the Learning and Development team at M+ to ensure it was engaging, approachable, and inclusive for visitors of all art backgrounds.
By integrating VTS principles, the game not only invites visitors to interpret and discuss art, but also creates a welcoming environment where everyone’s voice can be heard, sparking curiosity, connection, and insight through shared storytelling.
01
What’s Going on in This Picture?
02
What do You See That Makes You Say That?
03
What More Can We Find?
Visual Design
The visual identity draws from the established M+ brand, utilizing its colors and fonts to maintain consistency. Beyond this, we developed a visual system rooted in the concept of “unfolding”, symbolizing how visitors’ interpretations reveal new ideas and insights over time.
This idea of unfolding was a guiding principle across both digital and interior design elements. In the physical space, it is reflected in the design of the Cabinet— notably, the unique, beautiful barrier created in collaboration with our interior partners at Studio Joseph. The layered perforated metal sheets of the barrier change opacity depending on the viewer’s perspective, offering a dynamic visual experience that echoes the transformative nature of interpretation. From different vantage points, the barrier’s changing layers symbolize how a different perspective can entirely alter one’s view.
This idea of unfolding was a guiding principle across both digital and interior design elements. In the physical space, it is reflected in the design of the Cabinet— notably, the unique, beautiful barrier created in collaboration with our interior partners at Studio Joseph. The layered perforated metal sheets of the barrier change opacity depending on the viewer’s perspective, offering a dynamic visual experience that echoes the transformative nature of interpretation. From different vantage points, the barrier’s changing layers symbolize how a different perspective can entirely alter one’s view.
Participation & Engagement
To maximize participation, we designed the game with a low barrier to entry by implementing what is known in game design as “a small ask”—a carefully crafted prompt that makes it immediately clear and intuitive for visitors to engage.
Once participants are involved, retaining their interest is crucial. We incorporated gamification elements to
encourage continued interaction. Based on insights from our workshops, we understood that interpretation often requires a warm-up period, so we structured the experience to encourage players to play multiple rounds. The addition of a voting feature introduced a challenge and a layer of excitement, providing an incentive for visitors to remain engaged and eager to see the final results.
Once participants are involved, retaining their interest is crucial. We incorporated gamification elements to
encourage continued interaction. Based on insights from our workshops, we understood that interpretation often requires a warm-up period, so we structured the experience to encourage players to play multiple rounds. The addition of a voting feature introduced a challenge and a layer of excitement, providing an incentive for visitors to remain engaged and eager to see the final results.
Cultivating Confidence and Artistic Dialogue Through Anonymity
Stepping into the unknown can be intimidating, and expressing your personal interpretation in front of a group of strangers can feel quite vulnerable.
By leveraging technology and design, we created a space for visual discourse where visitors can remain anonymous. This anonymity encourages individuals to take that crucial first step on their interpretative journey.
The Cabinet provides a safe environment to explore one’s voice and develop the ability to interpret art. For some, it serves as an initial foundation—an opportunity to carry these tools beyond The Cabinet and apply their interpretive skills in other contexts, fostering growth and inspiring life-changing insights.
Ultimately, this is what it’s all about: planting a seed in the right place, within the right environment, to help it grow and take on a life of its own.
The Cabinet provides a safe environment to explore one’s voice and develop the ability to interpret art. For some, it serves as an initial foundation—an opportunity to carry these tools beyond The Cabinet and apply their interpretive skills in other contexts, fostering growth and inspiring life-changing insights.
Ultimately, this is what it’s all about: planting a seed in the right place, within the right environment, to help it grow and take on a life of its own.
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