2017 / 18


American Museum of Natural History

Product Design

What needs do the visitors of the American Museum of Natural History have and what behaviors do they exhibit during their museum visit? “Loupe” is based on the observation of museum visitors with the aim to better understand their behaviors and values in order to create an interactive and user-friendly solution that enables them to relate better to the exhibits and highlights of the museum.

A detailed route has been created that guides visitors through the individual halls, informing them at all times about where they are and what exhibits they are about to encounter. Inspired by a magnifying glass, the “Loupe” visitor interface allows users to not only pick out individual objects and get all relevant information about them, but also to learn about animals, including more exotic ones, such as elephants for example, but also animals that have died out thousands of years ago, such as dinosaurs. Through using their mobile device in combination with the system, these animals come to life in animated short films that show them roaring for instance. Visitors are thus given more vivid experiences of the displayed exhibits – experiences that they can also easily and directly share on social networks.

This five months project was completed in the end of January 2018 with Hoshi Ludwig (Currently Design Director at Supreme, Instagram and Google).

Direction: Hoshi Ludwig

Web Page

I created a website that can provide visitors an extensive collection of high-quality photos, videos, and statistics that can assist them with personal research and overall museum experience. 

Mobile & Instagram

The website is easily accessible on their mobile. With the Loupe, they can also simultaneously update their finds to their Instagram Story.


The Loupe is a magnifying device that can makes the American Museum of Natural History come to life for the visitors. Providing a whole new layer of experience.

Tech Specs

Augmented Reality.

With the Loupe, extinct creatures can come back to life with realism and fluidity.

Audio & Video Guide

Watch and listen to experts explain the unknown to help you understand with audio and videos.

Just Tap It!

Get a thorough description or save it in your own collection to enjoy later at home.

Museum Map

The Loupe will guide you throughout the museum and get you to wherever you want to discover.

Web Page