Celebrating the ever changing experiences of digital technologies.

Museums as institutions have stayed static throughout the history. Now more than ever the world around them is shifting. We are living in times of accelerated and unavoidable changes. The speed of technological change is transforming the way people access, enjoy and create culture.

We can't always predict the future but by rethinking the institution, the idea of new realities become less frightening.

The rebranding was necessary to reposition the museum as a modern cultural institution that shares the trends of digital culture for young generations throughout the world. The new visual identity will help to fit the institution into the cultural scene of Buenos Aires and unify the brand communication, and difference itself from the main foundation. We were inspired by the ever-changing ways of communication.

The multiple voices of this generation were reflected in a dynamic sign imitating how liquid and uncertain the future is.