EMPIRE spent fifteen years building culture. For Super Bowl LX weekend, its founder opened the doors of his own building, 1 Montgomery, and told that story as a walk-through museum. Not another activation. A place. Five rooms, one throughline: access, ownership, community, told at the scale of one person's actual life.

What we made

Five pillars, one exhibition: Origins, Innovation, Artists and Impact, Global Impact, The Bay. Visitors moved through fifteen years of culture and artist-first infrastructure, each room built from archival material and a story told the way culture actually moves: layered, not linear.

How AI showed up in the process

Nate interviewed the founder on-site at 1 Montgomery. The interview became a transcript, and the transcript became a wiki covering his personal history, his business, his music career, and his relationship to the building itself. The team built the museum's timeline and its specific beats from that wiki. The strategic insight that shaped the whole exhibition came out of the same material. A person still had to read it and find the line that mattered.

Credits

• Lead Producer: Jen Truc Kaplan
• Creative Director: Larry Gordon
• Creative Director, Copy: Jerry R. Louis
• Creative Director, Design: Andenew Ayele
• Spatial Designer: Clinton Allen
• Creative Strategist: Adam Sanders
• Project Manager: Amanda DiLauro
• Executive Producer: Stefanie Behringer
• Creative Director, Founder: Nate Nichols