National Music Centre and a Truly Groundbreaking Project.

When is a museum like a magazine? When it has great stories to tell. The National Music Centre is an innovative, non-traditional cultural institution, whose new home is currently under construction in downtown Calgary. Scheduled to open in 2016, the $185-million, state-of-the-art, 160,000-square-foot facility will feature exhibitions, performances, artist collaborations, archives, rare artifacts, recording studios, education and much more.

In late 2013, the National Music Centre contacted St. Joseph Communications because they wanted a magazine approach to the storytelling in their exhibition spaces. Initially contributing prose from some of the country’s best writers, the partnership quickly evolved. St. Joseph’s content—stories, art, photographs, videos, graphics—will appear in more than 20 galleries and in digital interactives.

Today, St. Joseph is the lead graphic designer for the exhibition spaces, as well as the refreshed website, which will bring a national digital audience to the Centre.

The National Music Centre is breaking new ground by bringing a magazine company to the stage. St. Joseph is no curator in the traditional sense, but we do know how to create great prose, compelling photographs and artwork, and contemporary graphic design. Together with the National Music Centre, we are developing high-impact visitor experiences that will live beyond the gallery walls.