Muse­um of Desire
Lust is Life.

The Muse­um of Desire is an immer­sive enter­tain­ment expe­ri­ence which uses inter­ac­tive instal­la­tions and art to explore the themes of desire, love and the play­ful side of sex­u­al­i­ty. It curates con­tem­po­rary Aus­tralian and Inter­na­tion­al art, sculp­ture, dig­i­tal works, immer­sive instal­la­tions, pho­tog­ra­phy and sound artists to take audi­ences on a fun jour­ney into the erot­ic imag­i­na­tion. Locat­ed in Mel­bourne and set over 1200+sqm the muse­um expe­ri­ence is an art lead sto­ry-world that is flir­ty, fun, and total­ly unforgettable.

Inno­v­a­tive, brave, a lit­tle bit naughty and a world first, the Muse­um of Desire aims to stim­u­late the human desire rev­o­lu­tion by mak­ing the world sex­i­er through art. Super­bold’s aim was to cre­ate a brand for indi­vid­u­als of diverse back­grounds and walks of life who are inter­est­ed in explor­ing human sex­u­al­i­ty in a play­ful and classy way. We had to con­sid­er the over­all brand expe­ri­ence cus­tomers will have when inter­act­ing with the busi­ness, includ­ing online and offline touch­points. Our aim was to cre­ate a cohe­sive and mem­o­rable brand expe­ri­ence at every stage of the cus­tomer journey.

The brand­mark encom­pass­es many things includ­ing two peo­ple kiss­ing, a bum, breasts and a love heart. Many peo­ple see dif­fer­ent things and it embod­ies the idea of dis­cov­ery which is what the Muse­um is all about. The colour palette is inspired by neon lights and is anchored by the deep moody pur­ple. Super­bold devel­oped a brand that worked across many touch points and devel­oped col­lat­er­al that spanned across the Muse­um includ­ing art­work in the muse­um, exte­ri­or and inte­ri­or sig­nage, illus­tra­tions and print/​digital material.

The Muse­um of Desire is an extreme­ly pop­u­lar des­ti­na­tion and has got many glow­ing reviews.