Museum of Broadway

Client
Museum of Broadway

Location
Brookfield Place
New York, New York

Sector
Exhibition Design

Size
1,350 sq ft

In order to forge a new ritual in a monumental public space—one that is as anticipated as Rockefeller Center’s In the heart of Times Square and the Theater District, the Museum of Broadway celebrates the rich history and enduring impact of Broadway on New York City and beyond. As the first permanent museum dedicated to Broadway, it offers a dynamic, interactive journey through its evolution. Visitors explore how Broadway theaters found their home, meet the pioneers who shaped the industry, and discover how productions mirrored the social and political movements of their time.

For the museum’s finale and largest exhibition, The Making of a Broadway Show, LAB at Rockwell Group created an immersive backstage experience that reveals the artistry and expertise of the craftspeople and technicians who bring theater to life nightly. Drawing on decades of experience designing Broadway sets, we designed this exhibition to authentically showcase the intricate, behind-the-scenes world of theater production.

The exhibition highlights the seamless collaboration required to stage a Broadway show, expressed through a non-linear, choreographed layout that reflects the coordinated efforts of every discipline backstage. Representing a diverse range of voices and productions, both historical and contemporary, the exhibition is designed to evolve with seasonal updates. A blend of digital and analog elements invites visitors to engage interactively, providing a hands-on glimpse into Broadway’s enduring magic.