Project Overview
Echoes of Thunder was a collaborative effort with the University of Alberta Museums to exhibit the Mactaggart Art Collection highlighting the origin, importance, and cultural significance of the Chinese dragon.
Services Provided
The scope of work included creation of artifact display structures and furniture, planning of visitor movement through the space, development of graphic and typographic content, integration of media elements, and implementation of the project’s visual identity.
Designed and fabricated displays for artifacts
Designed and fabricated furniture
Visitor journey mapping
Graphic design and type layout
Audio & visual elements
Branding
Before the Partnership
For this exhibition, the University of Alberta Museum was motivated to raise the creative bar. While previous exhibits had been more traditional in approach, the museum team wanted to embrace experimentation, explore new storytelling methods, and take confident creative risks to create a more immersive and impactful visitor experience.
The museum team set out to move beyond a more conventional exhibition approach.
A key objective was to push the creative direction further than in past displays.
The project called for greater experimentation in how the story was communicated.
New interpretive and narrative methods were explored to deepen visitor engagement.
The exhibition was developed to feel more immersive, ambitious, and experience-driven.
The team was prepared to take stronger creative risks in order to increase overall impact.
What We Did
Onetwosix Design approached the project as design partners who understood the industrial design needs, while respecting the engineering requirements:
Led research and consultations with the University of Alberta Museums conservator to identify conservation-appropriate materials for use surrounding exhibition artifacts. Analyzed museum exhibition design guidelines, focusing on typography sizing and graphic proportions based on typical viewing distances.
Developed multiple exhibit layout options and invited the museum team to our studio to review each configuration using VR walkthroughs, allowing them to evaluate spatial flow and visitor experience. Once a layout was selected, a scale model was constructed to determine artifact placement and sequence throughout the exhibition
Integrated projection mapping, synchronized lighting, and spatial audio to recreate the sound and visual effects of a thunderstorm, delivering an immersive and cohesive audiovisual experience for guests.
Analyzed visual motifs from the textiles and artifacts and integrated them across the exhibition space and the exhibit’s branding and marketing systems to ensure visual continuity. Developed all interpretive information cards and implemented vinyl-based graphic applications for wall text and vitrine labeling.
We collaborated closely with the museum team throughout the project, holding weekly check-ins and ongoing daily coordination to maintain clear, effective communication. This partnership ensured alignment at every stage and supported creative problem-solving within the strict guidelines required for exhibiting centuries-old artifacts.
Proven Results
Echoes of Thunder: Unveiling the Mythical Chinese Dragon delivered a measurable lift in both attendance and visitor experience, while proving the value of a more immersive, interactive approach. Working alongside the UAM exhibition team, OneTwoSix helped transform the gallery into a multi-sensory environment that kept visitors engaged and set a strong benchmark for future Mactaggart Art Collection exhibitions.
The exhibition welcomed 1,697 visitors, significantly improving on previous exhibitions and surpassing the 1,000-visitor goal, establishing a strong baseline for future programming.
The exhibition design encouraged visitors to move through the entire space to see all objects, naturally extending time spent in the gallery. New seating was thoughtfully placed and actively used, supporting longer, more comfortable visits.
Visitors consistently highlighted the readability of labels, the cloud installation, and thunderstorm audio—with comments like “This was awesome! Especially the thunder sound!” and “I loved the gates and the thunder and clouds.” The overall exhibit size was also praised as engaging without being overwhelming.
Hands-on prompts—like counting dragons or identifying symbols—successfully held visitor attention and supported meaningful participation, reinforced through strong survey feedback and engagement insights.
