Field Museum

In 1991 Michael McCall led this comprehensive research, product positioning, conceptual design, feasibility and implementation plan to reposition the one hundred year old museum of natural history, located in a Daniel Burnham designed 1,000,000 square foot building on the shore of Lake Michigan, in downtown Chicago.

The strategy called for the museum to more closely associate itself with the study of Earth, and to first connect with its audience using dramatic, emotionally impactful techniques in order to then communicate more substantive information about the physical world.

The yearlong effort entailed a stellar team, which had an office in the Museum.