Smithsonian’s National Museum of Asian Art Website Earns Webby Award

By Andrés Zapata \ July 18, 2024

We often hear from clients and friends that we don’t do enough to promote ourselves, our work, and our accomplishments. There are two reasons why this is the case:

1. We’re slammed working on their projects, and
2. Bragging is off-brand for us

But we have a win that’s too good to keep a secret. 

We believe in pushing boundaries, thinking big, and hatching experiences that make a difference. With this spirited ethos, we tackled the redesign of the Smithsonian’s National Museum of Asian Art’s website, which earned a coveted Webby Award–the premier award for digital innovation on the heels of receiving an Anthem Award, an equally impressive honor.

Mold? What Mold?

Our mission was clear from the get-go: create a space where anyone and everyone can profoundly connect with art. We engineered a user experience that mirrors the inclusivity and depth of the museum itself. Visitors can cut through the Museum’s expansive collection by color, material, or themes to discover, learn, and enjoy art and culture in unconventional and intuitive ways that would be impossible in the physical space. It’s not just a website; it’s a journey through the essence of Asian art, tailored to the particular curiosity of each visitor.

Designed for Discovery and Delight

With more than 45,000 objects dating from the Neolithic period to the present, from the ancient Near East to China, Japan, Korea, South and Southeast Asia, and the Islamic world, the website is massive and designed to facilitate discovery. And as with all things big, it’s often hard to know where to start. This is why we created the “Show me something” feature—offering a personalized collection based on the visitor’s mood. This isn’t just about looking at art; it’s about feeling it. And because this site wasn’t meant to drive foot traffic, but to engage and inspire as its own virtual museum— high-resolution virtual tours bring the museum’s treasures to the visitor’s screen, each piece detailed with the stories and history behind it.

Making an Impact, One Visit at a Time

Since the launch of the redesigned site, visitors from over 199 countries have visited, each finding a piece of art or collection that speaks to them. This isn’t just a testament to the website’s design; it reflects a larger, shared global passion for the rich, diverse narratives only Asian art offers.

The Road Ahead

As we continue to evolve the Smithsonian National Museum of Asian Art’s digital presence, we stay committed to our core values: innovate, engage, and inspire. This project’s success is not just measured by the increase in site visits or the prestigious Webby Award—it’s in every moment of connection and understanding fostered through the platform.

This project is further evidence that digital experiences can extend the reach and impact of cultural institutions. It’s more than a website; it’s a gateway to exploration and understanding, crafted with the belief that art is a universal language that speaks across time and culture.

Here’s to sharing innovation, engagement, and beauty with the world.