The Art Institute of Chicago

To make AIC’s vast collection more engaging and navigable online, AREA 17 reimagined its digital presence to mirror the depth and wonder of exploring a museum in person. Key artworks are organized under thematic entry points, such as art movements or historical periods, providing users with clear pathways for discovery. Immersive 3D visuals and interactive storytelling encourage deeper engagement, inviting users to zoom into fine details and uncover contextual stories that link individual works to broader historical and stylistic themes. This flagship digital experience invites visitors to explore the collection in a personal and meaningful way, embodying the museum's storytelling ethos.

AREA 17 redesigned AIC’s digital interfaces to cater to a broad spectrum of visitors, from newcomers to seasoned art lovers. The design introduces intuitive and clearly defined touchpoints for planning visits, purchasing tickets, and membership registration, ensuring transactional elements integrate naturally into the browsing experience. Contextual navigation, such as using artworks as entry points, mirrors how visitors typically explore galleries, encouraging organic discovery. Each page is designed to meet user intent while inspiring deeper exploration and repeat engagement through clear calls-to-action. These streamlined pathways strengthen audience connections by converting interest into action, sparking lasting engagement with AIC's cultural treasures.

AIC required a dynamic publishing platform that could bring its artworks life through rich storytelling while keeping-pace with its ever-expanding collection. AREA 17 customized its open-source Twill CMS to integrate with the museum's Data Aggregator tool, which consolidates data from disparate collection management systems. This integration empowers internal teams to publish compelling, long-form narratives about AIC's artworks that enrich visitors' experiences.

As part of AIC's commitment to open-source innovation, the museum released its website code on GitHub, enabling other institutions to build on its framework. The project also marked a milestone for Twill itself, catalyzing Area 17's decision to release it as an open-source CMS.

AIC’s decision to publish its website code set a benchmark for open-source collaboration in the cultural sector, providing a springboard for other institutions to launch digital initiatives. It was also a deliberate move towards autonomy: by embracing open source, AIC ensured it would be able to evolve its platform independently, reducing its reliance on external support.

AREA 17 supported this mission by delivering comprehensive training and documentation, empowering AIC’s teams to independently maintain and expand the platform. This capacity-building was instrumental in facilitating future projects like JourneyMaker, a Twill-powered tool designed to help families curate personalized museum tours — a testament to the long-term impact of our open-source foundation.