Digital Platform for Lucas Museum of Narrative Art
A museum website built to tell stories before the doors open.
AREA 17 designed and built an evolving digital flagship for the Lucas Museum of Narrative Art ahead of its 2026 opening. The website uses immersive storytelling, motion, video, collection pathways, and simplified ticketing to introduce the museum and support its pre-launch, opening, and permanent phases.
Insights
- AREA 17 extended 2x4’s visual identity into a digital experience with motion, video and immersive interactions, introducing the museum’s narrative-art concept before its physical opening.
- The platform was planned around three phases: pre-launch introduction, opening and ticket sales, and a continuing digital home for storytelling and collection exploration.
- Artwork is grouped into themes and exploratory paths, letting visitors discover the collection through stories and interests without having to take in its full breadth at once.
- For the opening phase, AREA 17 clarified booking information and content hierarchy while simplifying the museum’s multi-tier ticketing system.
- A block-based Twill system provides flexible components for narrative art pages, supported by ongoing training for the museum’s internal team.
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