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Pull the curtain back, just enough, so that San Franciscans can’t resist seeing this mysterious, hidden gem themselves.

Background

The Gregangelo Museum isn't a traditional museum. It's an artifact of San Francisco brought to life through eye-opening immersive art and conversation. The experience itself is shrouded in mystery and ever-changing, shaped by each individual that walks through the artist collective, haven, and home.

Problem

The Gregangelo Museum is a San Francisco secret that’s a bit too well kept.

Mystery is key to this experience, but guests struggle to understand a non-museum museum's offering and why they should choose it over a plethora of other attractions.

Insight

It's easier to describe what it does, rather than what it is.

Facilitating conversations that can best be described as "dashboard confessionals," the Gregangelo Museum acts as a catalyst for self-revelation.

Strategic 

Positioning

Are you ready to look inside?

A double-entendre captures the mindset needed for this extraordinary experience, where "inside" refers to yourself, others, and the museum itself.