ABOUT

The museum is the result of a collaboration among Piero Frescobaldi, co-founder of unit9, a U.K. based digital production company; Filippo Innocenti, founder of the U.K. based firm Spin+ and professor of Architecture Technology at Politecnico di Milano University; San Francisco based advertising agency Goodby, Silverstein and Partners; and Adobe.

The AMDM is designed to echo the sensory experience of a traditional, physical museum, yet is contained entirely online. Museum visitors will have a three-stage encounter with the virtual structure: museum exterior, museum interior and a viewing pod from which to experience the exhibitions.