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MODA

Museum of Design Atlanta

When the Muse­um of Design Atlanta rein­vent­ed itself at an impres­sive new Mid­town loca­tion, Pri­mal Screen was proud to wel­come such an impor­tant insti­tu­tion to our neigh­bor­hood. Since then we have pro­vid­ed all the dig­i­tal sig­nage and envi­ron­men­tal brand­ing for MODA.

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Digital Signage

As the new space neared com­ple­tion we worked with archi­tects Perkins+Will to cre­ate dig­i­tal and inter­ac­tive sig­nage through­out the muse­um. We envi­sioned a long, hor­i­zon­tal, four-screen array, along with a dig­i­tal patron screen, for the lob­by. Through­out the show space, mul­ti­ple large touch screens pro­vide inter­ac­tive moments which sup­ple­ment each exhi­bi­tion with videos and oppor­tu­ni­ties to explore.

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The lobby’s screen array cycles through a vari­ety of ele­ments includ­ing effer­ves­cent logo ani­ma­tion, pro­mos for upcom­ing events and cur­rent exhi­bi­tion infor­ma­tion. MODA has trust­ed our vision, giv­ing us free reign to cre­ate each piece with­in their brand standards.


All ele­ments fea­ture the Museum’s red, black and white col­or scheme. We use a vari­ety of ani­ma­tion tech­niques (2D and 3D), to achieve a bold, flat look. Call­ing on our expe­ri­ence cre­at­ing broad­cast brand­ing, we devised imag­i­na­tive ways to gen­er­ate and sus­tain inter­est through­out the cycle.

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Exploded Guitars

On the inter­ac­tive screens, we’ve cre­at­ed a num­ber of cool oppor­tu­ni­ties for patrons to learn more about each exhibit’s sub­ject. One such expe­ri­ence accom­pa­nied the Museum’s Wire and Wood exhi­bi­tion which exam­ined elec­tric gui­tar design. 

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We built an inter­ac­tive kiosk called Explod­ed Gui­tars. Patrons choose among three icon­ic instru­ments: the Fend­er Stra­to­cast­er, the Gib­son Les Paul and the Rick­en­backer 360 12-string. As patrons see their cho­sen instru­ment dis­as­sem­ble, they can zoom in on any com­po­nent and learn more.


The Explod­ed Gui­tars proved pop­u­lar, even sur­round­ed by all the real gui­tars on dis­play. Bet­ter still, the tech­nol­o­gy we devel­oped for the exhib­it served as a spring­board for future projects with oth­er clients.

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Pick-a-Trick

Skate It or Hang It sur­veyed the devel­op­ment of skate­board­ing, with hun­dreds of skate decks on dis­play. Patrons curi­ous about the many skate­board tricks the exhi­bi­tion ref­er­enced could acti­vate the Pick-a-Trick inter­ac­tive dis­play to see demonstrations.

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Wordplay

Text Me: How We Live in Lan­guage was a fas­ci­nat­ing art exhi­bi­tion curat­ed by design super­star Deb­bie Mill­man. This show sought to exam­ine the role of print­ed and writ­ten text in cul­ture. Dur­ing Text Me MODA dis­played text-based works by more than 60 artists includ­ing Ed Ruscha, Chris Ware, Jean-Michel Basquiat and …well, us.

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We cre­at­ed Word­play, a pro­ject­ed inter­ac­tive expe­ri­ence that stretch­es the length of a 60-foot wall. Glow­ing words flow across the dark­ened room with text com­ing from a short sto­ry by Mill­man her­self. But don’t attempt to read it, because when approached, the words churn and eddy with body movement.


Patrons young and old enjoyed hop­ping and spin­ning in a snow­storm of words. Once more, the tech­nol­o­gy we built found its way into a num­ber of oth­er projects thanks to our involve­ment with MODA.

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AIGA100

Pri­mal Screen has always enjoyed a close rela­tion­ship with the AIGA (Amer­i­can Insti­tute of Graph­ics Arts). We hon­ored the association’s cen­ten­ni­al with a spe­cial exhi­bi­tion curat­ed by us and AIGA pres­i­dent, Sean Adams.

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Fea­tur­ing hun­dreds of arti­facts, many nev­er before seen by the pub­lic, the show traced the his­to­ry of the AIGA, as well as mod­ern graph­ic design itself. We built the entire exhib­it, includ­ing lay­out, design and displays.

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Nuts and Bolts

MODA also relied on our engi­neer­ing exper­tise. We spec’d, installed, main­tained and updat­ed all screens through­out the Muse­um. After all, a design muse­um ought to have some pret­ty cut­ting-edge design.


While we’ve con­tributed a great deal to MODA we’ve also been able to use the space as our lab­o­ra­to­ry for build­ing next-gen elec­tron­ic sig­nage and envi­ron­men­tal design.