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Because we believe in art as the uttermost form of personal expression, our idea for the new identity of Argentina's National Museum of Fine Arts (Museo Nacional de Bellas Artes) is creating a brand that is born out of a stroke, the first and most essential step when creating a picture. That stroke takes then different shapes, reflecting the infinite possibilities of art as well as the infinite responses one same work may trigger in people.

With this new brand we propose a new experience: this museum invites you to wander through it as you please rather than mandating a classical chronologically ordered visit. A new museum map is given to every visitor with a pencil in order to draw each person's unique path through munba. The shape of every path is unrepeatable as every work of art and makes reference to the new museum identity.

The new museum brand creates a new identity for its friends association, focusing the attention now on the most beloved pieces the museum holds and our scrawling lines become pieces of information about the artists and its works.

And on the premise of really including everyone on this new fine arts museum experience, the munba invites children of all ages to experience art in its own very personal ways. The scrawling lines now become three friendly characters: "Los Garabatos" (The Sketches) that accompany the tour around the building both on its walls as in specially crafted activity notebooks and memorabilia. 

To turn experience into a brand, and brand into invitation. An invitation to feel, do, think, look and be amazed or to get bored, find or lose oneself, get confused, feel everything or just plainly nothing. An invitation to everyone, to rediscover Argentina's National Museum of Fine Arts.

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