Water is the central theme of the new Museum of Marrakesh

Museum of Marrakech

Water – an essential expression of the history of all civilisations – and hydraulic heritage are the core focus of the new museum.

It will be a museum without walls, with a hybrid museological model and different functions, whose aim is to preserve and make the traditional and genius hydraulic heritage of Morocco known.

The new MOHAMMED VI MUSEUM FOR THE WATER CIVILIZATION IN MOROCCO aims to bring the issue of water into the centre of public debate, disseminating information, raising awareness and creating an awareness of the challenges that sustainable development poses, demanding a new strategic vision for water. The Museum is displaying the exceptional heritage of the Moroccan School of Moroccan Water and its wealth of knowledge, rooted in traditional practices, which should not only be preserved and shown but also serve as a model of sustainable and efficient management of water resources.

With this new project, MUSE achieves another important recognition of its competence and experience accumulated in the expository and museographic design on the theme of water. This knowledge has already been materialised in previous projects as exemplified by the Extreme Water Pavilion, Kuwait Pavilion and Water Tower, at EXPO Zaragoza in Spain.

For the quality of the proposal submitted by MUSE, the relevant experience acquired in the scientific field and in the context of the conservation and preservation of heritage was a valuable contribution.

The MOHAMMED VI MUSEUM FOR THE WATER CIVILIZATION IN MOROCCO has the grand ambition to contribute to the conservation and documentation of the traditional hydraulic genius of Morocco and of the Moroccans during the period between the ninth century and nineteenth century and to make all of their achievements known; to present all the social, cultural and spiritual manifestations related to water; and to show a complete mapping of the water resources of Morocco, in their different forms: hydrological, hydrogeological and marine.

With 13 themed spaces developed, the museum’s environment is marked by the use of diversified scenographic resources, covering display cabinets, multimedia installations and experimental modules. Emphasis for the Water Space – A substance different from others, dedicated to the scientific aspects, properties and role of water in nature, with an environment that suggests a modern and futuristic atmosphere inspired by water molecules.

The exhibition route and the thematic implementation of content are developed around a circular structure of three levels, with a central courtyard that unifies the space and adds a sense of height, which creates a spectacular scenographic space.

The museological project’s main objectives are to promote the Moroccan heritage and its legacy in the development of hydraulic engineering and in the preservation, use and management of water resources; to reveal the role of water as a necessary condition of life; and to communicate its value as an inalienable source of development.

It will also be a way to provide the city of Marrakesh with a quality cultural infrastructure that will transform into an icon and an attraction for all visitors. It will be a place of entertainment and for the discussion of water-related issues affecting the local and regional level by promoting temporary exhibitions, workshops of educational activities, conferences and national and international seminars.

It also has as its mission to provide an educational tool for students and researchers in the field of hydraulic heritage and contemporary issues on water. Above all, it seeks to be a museum without walls, creating a local network of hydraulic heritage, supporting and preserving the still living traditions.

The museological model developed reflects a hybrid approach and a plurality of functions:

1. An archaeological museum: to preserve heritage;
2. A science museum: to drive innovation;
3. A modern interpretation centre: to thrill and generate participation;
4. A museum without walls: to preserve and rehabilitate heritage in situ;
5. An international research centre: to discover and to communicate.

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Expo Milano 2015

Angola Pavilion – Expo Milano 2015 Best Pavilion

Expo Milano 2015

With 5 awards and a record 2 million visitors, the Angola Pavilion at the Universal
Exposition of Milan is the big winner in all categories.

Expo Milano 2015 and its theme of “Feeding the Planet, Energy for Life” has come to an end after 184 days, the Angola Pavilion having waged an admirable campaign, earning widespread recognition and winning five important awards.

These include the Award for the Best Pavilion of the Universal Exposition of Milan 2015 given by the Class Expo Pavilion Heritage Awards, which honours the pavilion that best communicates and interprets the THEME of the EXPO “Feeding the Planet, Energy for Life” and leaves the most lasting legacy for the future of humanity.

Organised by Class Editori and Laureate International Universities, the competition is judged by students from around the world and by architecture and design experts, and aims to honour projects that most contribute to innovation in architecture and design in terms of functionality and sustainability.

The Angola Pavilion also received the Special Prize (WAA) from the World Association of Agronomists, in conjunction with the Italian Order of Agronomy and Forestry Engineers, in the Class Expo Pavilion Heritage Awards. In this category, it beat out the favourites, winning first place ahead of the UN and FAO’s Pavilion Zero and the Israel Pavilion.

Another prize won was the Silver Medal from Bureau International des Expositions, considered one of the exhibition’s most important awards. Angola secured second place in the category Best Theme Development in the Exhibition, based on dietary and nutritional practices.

The Institutional Gold Medal was awarded to the Steering Committee of the EXPO by BIE (Bureau International des Expositions), which was presented to the President of the Committee of Pavilion Commissioners General and the Commissioner General of Angola, Albina Assis Africano. In being recognised for her excellent work in leading the organisational structure of commissioners general from 145 participating countries, the Angolan commissioner became the first African to receive a distinction at this level within the BIE.

The special prize WE – Women for Expo, in collaboration with ARC VISION – Women and Architecture, a special initiative by EXPO and the Italcementi Group that recognises the contributions of women architects, was awarded to Paula Nascimento, a member of the team responsible for the Angola Pavilion project.

The architectural and museological project

The architectural and museological project was led by Atlantic Alliance | Muse, which operated on a turnkey basis, collaborating on conception, architecture and design, museography, content and audiovisual production, engineering, construction and theme development, and coordinating a multidisciplinary and multinational team of professionals.

The pavilion’s structure paid special attention to the use of sustainable materials and was dismountable.

With an experienced team and a portfolio that includes 23 pavilions in 6 world exhibitions and various international awards, MUSE – MUSEUMS & EXPOS is a specialist in cultural consulting and developing projects in museums, exhibitions, theme parks and other cultural spaces.

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Award-Winning Projects

Award-Winning Projects – A portfolio recognized with many awards

Our professionals are specialists in conceiving, planning, designing and implementing award-winning projects.

Porto . Portugal . 2013
– Nominated for the prize European Museum of the Year Award (EMYA) – 2016

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Porto . Portugal . 2013
– Innovation and Creativity Prize 2015 from the Portuguese Museology Association – 2015

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BEST PAVILION – Class Expo Pavilion Heritage Awards
SPECIAL AWARD – World Class Association Of Agronomists (WAA) Class Expo Pavilion Heritage Awards
SILVER AWARD FOR BEST THEME DEVELOPMENT – Bureau of International Expositions (BIE)
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San Sebastian . Spain . 2011
Design Architect Juan Pablo Rodríguez Frade
EMYA 2013 – European Museum of the Year Special Recommendation
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Valencia . Spain . 2007
Design Architect José Maria Herrera
2nd Place – EMYA 2009 – European Museum of the Year
Special Recommendation
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Zaragoza . Spain . Expo Zaragoza 2008
Design Architect Joan Sibina
Gold Medal – Best Design and Quality Content
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Zaragoza . Spain . Expo Zaragoza 2008
Designed by Olga Subirós
Silver Medal – Best Design and Quality Content
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Zaragoza . Spain . Expo Zaragoza 2008
Designed by Sergi Ripoll & Pau Vilanova
Public Award
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Barcelona . Spain . 2007
National Architecture Prize from the Generalitat de Catalunya to Architect Dani Freixes and Associates.
Tourism Diploma for promoting tourism from the Generalitat de Catalunya
Nomenated for EMYA 2008 – European Museum of the Year
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Barcelona . Spain . 2007
Projects and Exhibitions Prize 2007 from the Associació de Museólgs de Catalunya, awarded to architect Dani Freixes and Associates.
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Azores Aquarium

Azores Aquarium – An immersive journey into the Azores Sea

The Azores Aquarium is a space entirely dedicated to the discovery, interpretation and conservation of the beautiful Azores Sea and all the wealth of the ocean heritage and marine biodiversity of the Azores Archipelago.

The full project, covering the architectural and exhibition designs, was developed by the MUSE teams in collaboration with the teams from the Alvaro Planchuelo Architecture Studio and the Azorean company Picos de Aventura.

Inspired by the magic of the Azores Sea and its unique features, the architectural complex of the Azores Aquarium intends to establish itself as a landmark. The architectural concept is the most characteristic symbolic element of the marine geography of the Azores – the form of a volcano or seamount – embodied in a large octagonal basalt structure and representative of the part of a volcano emerging from the sea. The result forms a very powerful uniform complex of scenography, with over a million litres of water.

The building with about 3,000 metres of built area will be situated in the waters of the western marina of Portas do Mar in Ponta Delgada on the island of São Miguel. The complex, which uses modern materials and explores transparencies and reflections, will be based on a platform placed over the sea and that is linked by three walkways to the seafront promenade.

Comprising an octagonal building, an aquarium-oceanarium, with a main tank and 10 themed tanks, a set of interpretation and permanent exhibition halls, the Azores Aquarium will reveal the extraordinary geography, geology and topography of the Azores Sea and its enormous diversity of biotopes, ecosystems, landscapes, habitats and species of fauna and flora to the public.

The exhibition route, with five interpretative halls and two aquarium areas, will recreate an amazing virtual journey that contains the main features of the Azorean sea, from its location to the abyssal sea floor. The overall concept of the exhibition aims to provide an educational, informative and entertaining path, managing to provide a strong sensory experience, using immersive, interactive and large format exhibition media, complemented by the surrounding sound and lighting systems.

The exhibition design aims to stimulate the direct participation of visitors, involving them in the interaction and transmission of content and activities.

The communication of the wealth of the ocean heritage and marine biodiversity of the Archipelago unfolds around the main themes:
– The Azores Sea from the Surface;
– The Mid-Atlantic Ridge;
– Rocks on the Shore;
– Discovering the Volcano;
– Journey to the Deep Sea-Floor;
– Science and the Sea;
– The Culture of the Sea – Tradition and Future

The live collection of the Aquarium-Oceanarium will present a spectacular range of creatures representative of all the species of the Azores Sea, favouring species that cope well when kept in captivity, ensuring the highest possible degree of freedom within their natural ecosystems and direct contact between the public and the species.

The complex also features an auditorium for 90-100 people, a scientific-educational laboratory, a marine mammal recovery dock, an area for therapeutic swimming, a dive centre and a whale watching centre.

As support facilities, there will be a coffee shop, an underwater gourmet restaurant, a bar with a panoramic terrace and a shopping area.

With visitor numbers estimated to be about 200,000 a year, the Azores Aquarium, combining scientific knowledge of the sea with technology, will be a unique facility in the Azores and a valuable pole of development for the region, with particular emphasis on tourism and the maritime economy.

In line with the sustainable development guidelines of the Azores Autonomous Region, the Aquarium is positioned as a benchmark theme park at national and international level. Each exhibition will be designed to promote awareness about wildlife, their habitats and conservation of the marine environment and promoting education, research and sustainable practices.

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FC Porto Museum Nominated for Best European Museum of the Year

The FC Porto Museum by BMG is among the museums nominated for the European Museum of the Year Award, the most important European museology distinction awarded by the European Museum Forum.

Developed entirely by MUSE, the museum of the club had already been awarded the Innovation and Creativity Prize by the Portuguese Museology Association (APOM) in 2015.

Recognised as one of the best museums in Europe since it opened to the public in 2013, the FC Porto Museum receives one of the most important European honours by being nominated for best European museum of the year.

The Innovation and Creativity Prize from the Portuguese Museology Association (APOM) recognises the innovation and creativity of the expository solutions and museographic resources used to tell more than a century of history of the Club.

The EMYA awards, which have existed since 1977 under the auspices of the Council of Europe, are aimed at the promotion and recognition of the work of museums in preserving and disseminating the cultural heritage of the member states of the European Union.

Following the Stars – A trip to the club and its identity, memory, knowledge and passion along an exhibition route with 27 thematic areas over nearly 8,000 square metres of space.

The FC Porto Museum, which summarises a History of Passion and the Path of the Stars, is considered to be one of the most innovative sports museums, being appointed as an international reference model.

From the initial idea to project management and implementation, as well as all the components – museology, architecture, design, exhibition design, themes, content and audiovisual production, multimedia engineering, engineering and construction – the FC Porto Museum was conceived, designed, engineered and implemented entirely by the MUSE team.

With nearly 8,000 square metres, divided into 27 thematic exhibition areas, an auditorium, a shop, a cafeteria and a restaurant, it features an exhibition concept that favours interaction with visitors, both physical and cognitive.

Making use of new digital and immersion technologies, the museum as a whole provides visitors with a very intense and emotional interactive experience.

The multimedia experience of the great victories of the football team, recalling the most illustrious and beloved figures of the club, and close contact with a collection of rare documents and even with the major trophies won that shaped the undefeated character of FC Porto, are some of the highlights that stand out on the exhibition route.

Every moment of this route is designed to highlight key events, key milestones of the identity of the club and of its community.

With completely original and innovative artistic, visual and technological solutions, the exhibition areas are articulated with transitional spaces that establish a connection with the specific areas dedicated to each theme. In the centre of the experience, there is a core including a central plaza that houses the anchor pieces – almost one hundred of the most important football trophies at the national level and the seven major international cups that the club has won in as many other world cities.

– Nominated for the European Museum of the Year Award (EMYA) – 2016
– Innovation and Creativity Award – Portuguese Museology Association (APOM) – 2015

Inaugurated on 28 September 2013, the day of the 120th anniversary of the club, the Museum invites us not only to set out through its history, but also to get to know the mystique of FC Porto. This winning mystique is the result of ambition, competence, rigour and passion. Both football fans and supporters of other sports experience that mystique in the different exhibition areas designed to thrill people of all ages.

The FC Porto Museum is a unique experience, a place of shared memory, knowledge and passion, a grand space from a cultural point of view that unites members, fans and supporters of football in a project of citizenship and sport that goes well beyond fandom.

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Corporate Memory

How to Preserve Corporate Memory – More value for the Future

Upon preserving its memory, a company produces and shares knowledge about itself, creates more value regarding its vision and values and strengthens the relationship with communities.

Corporate memory allows a company to highlight the most important tangible and intangible moments of its trajectory over time. It creates knowledge and reputation for companies and brands.

The main objective of corporate memory is the transformation of narratives, the collection and analysis of documents and objects, of employees and founders of the institution, in knowledge and communication tools, with the aim of valuing the company’s identity.

The corporate memory strategy proposed by MUSE has a value that goes beyond communication and marketing; it aims to safeguard and preserve the corporate heritage as well as contribute to the organisation and historical interpretation of the institution, analysing its role in the development of the country and society as a whole.

It is a multidisciplinary knowledge management project, with an approach based on new processes of construction, reconstruction and affirmation of identity.

Gremio Football

From the famous tricolor to the brand new Gremio Football Arena

Gremio Football Porto Alegrense is a Brazilian football club from the city of Porto Alegre, with over 100 years of history.

In December 2015, the reopening of the renovated Gremio – Herminio Bittencourt Museum located in the new Porto-Alegrense Stadium was celebrated. This new cultural space is intended to be a benchmark in terms of exhibitions throughout Latin America.

The museum aims to preserve and present the history of the tricolour club, its values, ideas (“warrior spirit of the immortal”), the strength and passion that it represents in Brazilian society, presenting a sporting, educational, social and cultural dimension that preserves the memory and identity of the Grêmio world.

At this stage, 785 m2 of exhibition space spread over two floors was opened.

One of the main attractions is the Immersive Experience, a multisensory spectacle of 360 degrees, where the visitor feels like an integral part of the history of Grêmio and relives the excitement of the club’s great achievements.

Throughout the exhibition route, it is possible to admire the vast Gallery of Trophies that the club has won throughout its history, as well as the Historical Strips, from the first strip of 1903, to the famous tricolour strip, consisting of sky blue, white and black. In the Torcida (supporters) area it feels like you’re in the middle of the Grêmio crowd, listening to their stories of love for the club, the sounds of the supporters cheering and the history of the emergence of the Grêmio supporters’ clubs. Finishing the experience, the visitor revisits the history of the club’s old stadiums and glimpses the future of the club in its new sports and multi-purpose complex, the Arena do Grêmio.

With the reopening of the Museum, the club wants to increase the tourist and commercial potential of the space, and its inclusion in the tour of the Arena, which currently attracts more than 5,000 visitors per month, will give it more publicity to become one of the main attractions in Porto Alegre.

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Official Gremio Webpage

Expo 2017

Expo 2017 in Astana, Kazakhstan, with the theme Future Energy

Astana Expo 2017 will help us to look at energy from a common and global perspective, taking into account the challenges and concerns facing humanity. According to Nursultan Nazarbayev, the president of Kazakhstan, the theme of the exhibition is closely related to the green economy and aims to contribute to the increased use of alternative sources of energy and water. Addressing the possibilities of the future of energy is a contribution to promote the targeting of global strategies and planning for sustainability.

Expo Dubai 2020

Expo Dubai 2020 – Connecting Minds, Creating the Future

The next World Expo will be held in Dubai in 2020, under the organisation of the United Arab Emirates. With the core theme of “Connecting Minds, Creating the Future”, Expo Dubai 2020 has the grand ambition to act as a major catalyst for sustainable development, connecting minds from around the world and inspiring participants to take part in a great mobilisation movement around the global challenges of mankind: Mobility, Sustainability and Opportunity.

Within the sub-theme “Mobility”, the exhibition aims to stimulate the development of more efficient integrated transport and logistics systems, connecting people, markets and services around the world.

Within the theme of “Sustainability”, Expo 2020 aims to be just as big a milestone in the green economy, going down in history as the most sustainable global exhibition and the greatest legacy of the organiser (BIE). The search for new forms of exploitation and sustainable use of energy and water resources is one of the great challenges of the new generations that this exhibition wants to embrace.

“Opportunity” is the third theme of the world exhibition, reflected in initiatives that encourage creative thinking and innovation to find new models of development of the intellectual and financial capital to respond to the growing challenges of economic globalisation.

The role of smart cities emerges as a centre of opportunities to find new avenues of social and economic development by encouraging collaborative work and the application of talent for innovation in science and technology.

In 2020, Expo Dubai hopes to attract about 25 million visitors. This will be the first major world exhibition where most visitors will come from other countries. Taking place between 20 October 2020 and 10 April 2021, the Expo will mark the beginning of the Golden Jubilee celebrations, thus intending to mark a turning point in Dubai and to usher in a more progressive and sustainable vision for the future in the coming decades.