Black history is an essential part of the United States’ story. The National Museum of African American History and Culture (NMAAHC) is a stunning collection of artifacts and narratives on Black history, but like many physical museums, was limited to those who could physically visit the building on the National Mall.

NMAAHC is the only national museum devoted exclusively to the documentation of African American life, history, and culture. A public institution open to all, NMAAHC is a place where anyone is welcome to participate, collaborate, and learn more about this history and culture. NMAAHC opened to the public in September 2016 and needed a virtual home that would mirror the immersive and powerful experience of visiting this iconic museum in person.

Creating an immersive experience accessible from anywhere

As the newest museum in the Smithsonian family, NMAAHC wanted its website to stand out with a bold visual presence befitting its physical architecture—one that goes beyond simply providing visitor information to convey a powerful and immersive virtual experience. We worked with the Smithsonian’s multiple groups of stakeholders to lead the design, user experience, and front-end development of a beautiful, responsive website that lets online audiences explore the museum through stunning visuals and an intuitive, engaging content structure.