A new Visitor Center vision for a national treasure
Washington National Cathedral: Bringing a historic landmark into the future.
Washington National Cathedral has been designated by the U.S. Congress as the 'National House of Prayer,' and this sixth-largest cathedral in the world (second-largest in the U.S.) was looking to understand what drove people to the grand edifice and envision a new visitor's experience, then create a new campaign to draw more people to 'the highest point in our nation's capital.'
The National Cathedral is not just a landmark; it's a sacred place and a civic center for the nation. To ensure it remains a vibrant 'National House of Prayer' and a 'Global Platform' for generations to come, we developed a new Visitor Center vision.
Our goal was to create a more welcoming, accessible, and engaging experience for all visitors, grounding every interaction in the themes of Invitation, Immersion, Interaction, and Inspiration.
Concepting Approach
The strategic framework for a more welcoming and engaging visitor experience.
Concept Themes
Four pillars of the visitor experience: Invitation, Immersion, Interaction, and Inspiration.
Visitor Pathway
Mapping the journey from arrival to reflection.
Visitor Story Arc
The structured narrative journey: Prepare, Engage, and Reflect.
Storyboard
The Hub
The Hub: A central point for information and orientation within the Cathedral.