MUNCH Museum

New Snow 2

New Snow is a research and development project initiated by the MUNCH Museum in Oslo, Norway. Building upon the project's first iteration, New Snow 2 was an interactive experience that invited audiences to explore the vast archive of Edvard Munch’s drawings by making digital sketches of their own. Visitors to the museum's MUNCH Lab were encouraged to pick up a tablet, and start drawing. As they sketched, an AI system analysed their marks, colour choice and subject matter – pairing them with visually similar works from Munch’s archive of 7,000+ sketches, many of which are too fragile to display.

Inspired by the variety and depth of Munch’s drawings, Intercity developed a dynamic visual identity for the project and applied it across various animated visuals, exhibition graphics and companion publication.

‘New Snow 2 wasn’t a typical design project – it was a living experiment in our MUNCH Lab, where visitors could explore and draw themselves into Edvard Munch’s archive of drawings, enabled by AI. Intercity understood this immediately. Their work moved fluidly across print, animation, and graphics, always sensitive to Munch’s world while opening it up in new and thoughtful ways. They bring a rare mix of creativity, generosity, and humanity to every collaboration.’

Birgitte Aga, Head of Innovation and Research, MUNCH

Animation

To help audiences understand the project – and encourage them to get involved – we created an introduction animation (above) that was shown at the entrance to the MUNCH Lab space. The various hands creating the example digital drawings were all shot at our studio in Bristol.

Exhibition

Intercity worked on a number of environmental graphics as part of the project, including an animation for the museum's main lobby and interpretation graphics for the MUNCH Lab itself. The identity's colour palette was carefully coordinated with the exhibition space – and the bespoke furniture within it.

UI Development

Jakobsen Frukt og Grønt

UI Photography

Ove Kvavik, Munchmuseet

Publication

Intercity also designed the publication that accompanied the installation. Set in both English and Norweigan, the book featured information about the New Snow project and Munch's archive, as well as long-form essays on the use of AI in musems. Utilising two different paper stocks, the front cover and centrefold were finished with an embossed metallic blue foil.