Michael ZepedaDesign Director
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Architecture / Exhibits / Digital Experiences / Visualization & Animation

The Dalí — Expansion Vision

St. Petersburg, Florida2023 · Expansion pursuit / concept design

Project animation

The Dalí / Expansion Vision
The Dalí — expansion vision fly-through.

An expansion concept that explores surrealism through space, reflection, projection, and changing perspectives. Flexible immersive environments extend the museum journey into learning, events, and visitor amenities.

My contribution

Under Yann Weymouth’s direction, I led major portions of the design vision, experiential strategy, digital integration, and visitor experience, working with the museum team to explore future programming and technology.

How can surrealism become something you physically move through?

From viewing art to entering it

Projection, sound, responsive media, and physical space become part of interpretation. The concepts explore how digital experiences could extend a collection beyond traditional gallery walls.

Visitors surrounded by a continuous projected art environment in a concept visualization.
An immersive environment designed to be reprogrammed.
Visitors move beside a broad illuminated display of surrealist imagery.
Concept rendering: a promenade of art and light.
Visitors gather on curved seating beneath large projections in a tall museum interior.
Concept rendering: a gathering space surrounded by art.

One room, many possible futures

One room can shift between an open banquet, a divided lecture and reception, and an immersive event. The concept combines flexible layouts with reprogrammable projection, allowing both the arrangement and atmosphere to change with the program.

Concept visualization of guests around banquet tables, surrounded by large Dalí projections and warm reflected light.
Immersive event / Projection transforms the atmosphere around a dining layout. Concept rendering.
Axonometric concept study showing round banquet tables arranged across the museum event room.
Banquet / An open arrangement of round tables uses the full event room. Concept study within the existing museum.
Axonometric concept study showing the museum event room divided between rows of lecture seating and round reception tables.
Lecture + reception / A divided configuration supports two programs within the same room. Concept study within the existing museum.

A complete visitor journey

The vision extends from arrival and sensory thresholds through exhibition, learning, and retail. The proposal respects the existing building while exploring a distinct next chapter under its original architect’s direction.

Aerial concept rendering of the museum expansion beside the waterfront and surrounding city.
Expansion concept in its waterfront setting.
Concept rendering of a curved illuminated museum expansion at twilight.
Museum expansion concept rendering.
A rendered group gathers at a long table beside a pixelated portrait installation.
Concept rendering: an education space connecting art, gathering, and discovery.

Between galleries

Curved entrances and changing daylight give each gallery a distinct threshold. Large-scale imagery carries the art into the spaces between exhibitions.

Visitors approach a curved gallery entrance framed by surrealist imagery.
Concept rendering: arrival at the immersive galleries.
Angular daylight shadows fall across entrances to the Gala Influence and Surrealist Visions galleries.
Concept rendering: light and shadow mark the gallery thresholds.

Collaboration & credits

  • Practice: PBK.
  • Design direction: Yann Weymouth, architect of The Dalí’s 2011 building.

Next project

Guthrie Center / Community Film