Celebrating a history of firsts 
SFMOMA
One of the largest museums of modern and contemporary art in the U.S., the San Francisco Museum of Modern Art (SFMOMA), came to Fuseproject to design Get in the Game, an exhibition exploring the influence of sports on contemporary culture. The exhibit features artworks, designs, interactive installations, and athletic gear related to the world of sports.
This collaboration faced unique design challenges, including attracting new audiences while maintaining the interest of existing visitors. Additionally, fuseproject needed to organize a non-linear exhibition featuring over 200 artworks and objects, covering 15,000 square feet of space. An innovative approach was taken, working closely with SFMOMA’s curators from the outset, allowing for a fluid interaction between the selection of works and exhibit design.
The final design created a visually cohesive yet open experience, with themed sections such as fandom, winning and losing, and breaking records. The entrance, reminiscent of a stadium, sets the tone with its stretched netting and amphitheater-inspired design, creating a high-energy introduction.
The exhibit encourages visitor interaction, blending art, sports, and culture, inviting dynamic conversations. Get in the Game is set to be the focal point of visitor engagement at SFMOMA in 2025.
- Brand Strategy
- Brand Identity
- Environmental Design
- Visual Design
- CMF Design
24%
- Only 24% of U.S. adults visit museums or art galleries, underscoring the challenge of engaging broader and more diverse audiences.
167K
- The ‘Get in the Game’ exhibition attracted 167,000 visitors between its opening on October 19, 2024, and its closing on February 18, 2025.
6.16M
- ‘Get in the Game’ reached an estimated 6.16 million people through media coverage, driven by audience engagement and social media impressions.
“The perfect museum show for sports lovers, this exhibit unites artworks, design and interactive displays.”
Axios
News
- New York Times
- Secret San Francisco
- San Francisco Magazine
