The new Ernst Leitz Museum in Wetzlar, as part of the Leica World, has been transformed into an interactive exhibition space that celebrates Leica’s legacy while inviting visitors to actively explore the world of photography. Commissioned by Leica Camera AG, the 600 m² exhibition redefines the museum as a multisensory brand experience, connecting the company’s pioneering history with contemporary user engagement.

At the heart of the design concept is the viewfinder frame, translated into physical form through sculptural metal frames in black, brass and copper. These elements structure the space visually and metaphorically, guiding visitors through a curated journey of perception, history and experience. A reduced color palette of black, white and Leica red ensures a strong visual identity, while a combination of glass, metal and fine textures reflect the precision and aesthetic quality associated with the brand.

The exhibition is divided into four experience zones. A kinetic aperture in the panoramic window opens and closes as visitors approach. It draws into the theme of seeing and perception, inspired by the quote from the famous photographer and cameraman Robert Frank: “The eye should learn to listen before it looks.” Rotating frames invite visitors to try out different image formats, filters and design principles in realtime and develop their photographic sense of perception. The second zone explores Leica’s technological and cultural heritage through key people, original objects from the Leica archive and digital interactions – including a click memory, where visitors can match camara models with their sound and an interactive table in a darkroom that illustrates the individual stages of analogue photo development from a digital perspective. In the third space, visitors become photographers themselves: light and shadow, wind, reflection and movement in imaginatively designed stages create playful moments that can be captured using integrated Leica cameras or personal smartphones. The final, modular section functions as a temporary gallery for rotating exhibitions, ensuring fresh and relevant content.

“Leica World” goes beyond traditional display, merging scenography, brand storytellin and visitor participation into a holistic spatial narrative. It integrates Leica’s industrial and cultural heritage into an experience that appeals to both photography enthusiasts and general audiences. By shifting the focus from passive viewing to active exploration, the project redefines what a corporate museum can be – creating a one-of-a-kind, deeply engaging brand experience that resonates long after the visit.