In early 2021, the Australian Centre for the Moving Image (ACMI) reopened its doors after a $40 million facelift. ACMI has always been a powerhouse of a museum – more cutting-edge than the state’s other museums, and arguably cooler than the galleries with which it shares a postcode. And it was the only place in Melbourne where you could waste away a rainy day playing video games and call it “educational”.
“I often talk about museums and galleries as curiosity machines,” says Seb Chan, chief experience officer at ACMI. “If museums and galleries are effective, they raise the curiosity of the visitor.”
As chief experience officer, or CXO, Chan is responsible for the experience and engagement division of the institution. “How I describe it to other people is everything that a visitor does before they get to the museum, how they feel within the museum, and how they go home with ways to extend their visit and their curiosity.”