MUSEU DO AMANHÃ
TODAY IS THE TIME TO ACTION
Our visit to the Museu do Amanhã (english: Museum of Tomorrow) shortly after it opened in December 2015 remains unforgotten. Already the unique building in its symbolic and clever architecture is fantastic, e.g. with its large solar panels on the roof that shift to follow the sun’s movement. The perfect place to house this scientific adventure world.
The museum deals with age-old questions, like where do we come from? Who are we? Where are we? Where are we going? And how do we want to live? Clearly structured, visitors are guided through 5 areas. In small groups it starts with a film about our COSMOS on a 360 degree projection. Continuing everyone explores individually the museum and will be invited again and again to interact with the exhibits via a personalized ID card. After the film we discovered the diversity of our EARTH and humanity with its numerous cultures. We lost ourselves in pictures and stories from around the world, which provide points of contact for visitors with all kind of backgrounds. In the subsequent part about the epoch ANTHROPOCENE, we learned how mankind has become a nature scientific factor of impact. This area is the physically and conceptually heart of the museum. On giant LED towers they show highly emotional imagery and clear messages, as “we act and the planet reacts!”. Those who want to delve deeper can commit the pillars and study more movies and information boards with numbers, facts and figures. Latest by now, this museum visit is mind-altering. The penultimate section derives the consequences for TOMORROW and classifies all visitors ironically in a video game depending on their approach to the challenges of the future. The last part called US and symbolizes a place of knowledge. If you leave the exhibition you are faced with a glass front at the end of the building, overlooking the open sea – another intense moment.
The Museu do Amanhã is an initiative of the City of Rio de Janeiro and the Roberto Marinho Foundation meanwhile the Santander Bank is the main sponsor. On the ground floor of the museum are many additional services, like educational institutions and a temporary exhibition space.
Untouched by Brazil’s critical situation and the many faces of Rio, here a masterpiece of infotainment (= share information as entertainment) has succeeded. The consciousness journey is emotionally touching, easy accessible but still highly sophisticated. During the visit it become clear why tomorrow starts today and the role we as human beings play. The overall concept from the naming, story, architecture, visitor guidance, content, media presentation and interaction to the distinct and still subtle prompt TO TAKE ACTION NOW is perfect.
The Museu do Amanhã is not only for Rio a new icon but also a symbol for awareness of a collective tomorrow!
PHOTOS BY INSPIRED EXPERIENCE