INTERVAL

Los Angeles

2023

Be clear, be confident, and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now.

INTERVAL is a contemporary museum located in the Los Angeles Arts District, focusing on the theme of ‘a pause in life’. Against the backdrop of fragmented attention in the digital age, this project aims to create an immersive space for Gen Z to escape the hustle of digital life, focus on the present, and reconnect with themselves. The brand visual system, as the core of the project, translates the abstract concept of ‘pause’ into intuitive visual language, combining minimalism with warmth to convey the museum’s core value of ‘attention, time and pause’

PROBLEM

The Challenge of Attention in the Digital Age

Young audiences today live in a world shaped by constant notifications, short-form content, and endless scrolling. Platforms such as TikTok, Instagram, and YouTube are designed to maximize engagement through speed and repetition, gradually fragmenting users’ attention and reducing their ability to slow down and reflect.

At the same time, traditional museums often struggle to connect with this generation. Many exhibition spaces rely on static displays and linear narratives that feel distant from the interactive, screen-based experiences young visitors are accustomed to.

This growing gap raises a key question:
 How can a museum remain culturally relevant while offering an experience that encourages focus, presence, and meaningful engagement?

INTERVAL responds to this challenge by rethinking the museum not as a place of information overload, but as a deliberate pause within a fast-moving digital environment.

Make It

THEME & INSPIRATIONS

INTERVAL is a branding and spatial identity project for a contemporary museum in Los Angeles that explores attention and time in the context of digital culture.

In a world shaped by constant scrolling and media saturation, INTERVAL reimagines the museum as a pause—an in-between space where visitors are encouraged to slow down and become more aware of how they engage with information.

The identity system draws from familiar digital interface language, translating concepts of play and pause into typography, graphic elements, and spatial wayfinding. Through a choreographed balance of stimulation and stillness, INTERVAL creates a museum experience designed to resonate with a screen-native generation while inviting deeper focus beyond the screen.

MOODBOARD-PAUSE & CALM

TARGET AUDIENCE

Age 16-35

Profile

INTERVAL is designed for audiences who are fluent in digital interfaces but increasingly disconnected from sustained attention. By translating familiar media language into a physical museum experience, the project meets young visitors where they are—while gently encouraging them to slow down.

As a high school student growing up in a digital-first environment, this project reflects my personal experience with attention, time, and media consumption.

Gen Z students
High school & college students
Creative majors, media-heavy users
Heavy users of social media (TikTok, Instagram, YouTube)
Behavioral Traits:
Short attention span
Constant multitasking
High visual sensitivity
Seeking immersive and shareable experiences