Curiosity First: How Great Places Invite Exploration, Wonder, and Connection

Curiosity is a spark, not a destination. It’s a flicker that ignites something deeper—a pull towards discovery, connection, and meaning. In spaces of culture—whether museums, galleries, wineries, hotels, or tourism experiences—it’s that invitation to explore that truly transforms a visitor’s journey.

When we design with curiosity at the heart, we don't just create places for people to observe; we craft environments where they can be part of something bigger than themselves.

Traditional cultural spaces often act like guides, offering clear paths and defined narratives. But curiosity thrives in the undefined—in the quiet gaps between what we know and what we long to discover. It’s the playful element of surprise, the open-ended interactions, the moments that don’t immediately resolve but instead invite more questions. These are the moments that stir imagination and create lasting connections.

Designing for curiosity means stepping away from the static, the prescriptive, and the purely informational. It means creating dynamic, layered environments—spaces that unfold slowly through textures, perspectives, and opportunities for personal engagement.

In museums and galleries, this approach transforms the visitor experience. Rather than delivering a one-way flow of information, we encourage exploration, wonder, and personal interpretation. We design for discovery—not just facts, but the emotional and intellectual journeys that make visits memorable and meaningful.

In tourism, designing for curiosity fosters deeper connections to place. It's not about rigid, scripted tours; it’s about experiences that evolve with each new step. It’s in the winding paths that lead to hidden corners, in the unexpected pauses that invite reflection, and in the spaces deliberately left open for interpretation. We don’t just want people to see a place—we want them to feel it, to connect with it, and to carry that connection long after they leave.

We see this philosophy come alive in some of the most extraordinary experiences around the world:

Wineries:

• At Antinori nel Chianti Classico in Italy, visitors descend through a spiralling, sculptural winery buried into the Tuscan hills, revealing winemaking as an unfolding sensory experience—from vineyard to cellar to glass.
• At Marqués de Riscal in Spain, Frank Gehry’s architectural masterpiece weaves storytelling, luxury hospitality, and wine together, challenging every expectation of what a winery "should" feel like.
• At Domaine Chandon California, exploration isn’t limited to tastings—visitors might stumble across art installations, chef-led garden tours, or secret pop-up events among the vines.

Hotels:

• At Aman Tokyo, a hotel visit becomes a meditation on light, shadow, and quiet discovery—with hidden spaces, subtle transitions, and a sense that the building reveals itself only slowly to those willing to look.
• The Fife Arms in the Scottish Highlands transforms hospitality into an immersive art experience—where each hallway, fireplace, and suite reveals unexpected artworks, stories, and historical curiosities.
• At Explora Patagonia in Chile, the hotel is designed not as a destination itself but as a gateway to continuous, personal exploration of one of the most remote and breathtaking landscapes on earth.
• La Mamounia in Marrakech offers a different kind of curiosity—labyrinthine gardens, hidden alcoves, secret fountains, and sensory details that invite guests to wander and linger, lost in the atmosphere.

These places don't just offer products or services—they offer immersion, surprise, and invitation. They transform visitors into participants, explorers, and storytellers.

Curiosity is a bridge—connecting the known with the unknown, the familiar with the new. It’s the pulse of every great cultural experience.

When we design for curiosity, we don’t just build spaces—we create experiences that echo, evolve, and invite continual exploration. Long after facts are forgotten, it’s the feeling of discovery that endures. That’s the real legacy of designing for curiosity.

Photo of Schubert Estate Cellar Door, captured by Sam Kroepsch Photography. Architecture by S2 Architects.