American Enterprise

hsd developed designs for the newly opened ‘American Enterprise’ exhibition at the National Museum of American History in Washington, DC. This dynamic new exhibition encourages visitors to look at material goods and consumer society throughout American history. It features objects, graphics and interactive experiences examining how the United States moved from a small dependent nation to one of the world’s most vibrant and trend-setting economies.

Artefacts are at the heart of this exhibition, some of which have never been on display before. Visitors are taken on a journey through four periods spanning the story of America; from the 1770s to today: the Merchant Era, the Corporate Era, the Consumer Era, and the Global Era. The artefacts are displayed to trigger questions and make visitors engage with them in different ways. Visitors can explore the character of each period through subtle elements of reconstruction, physical interactives and digital media.


  • Concept design
  • Media selection
  • Content coordination
  • Graphic design and artwork
  • Contract administration


  • Washington D.C, USA

This dynamic exhibition is characterised by an eclectic blend of exhibit media, including a plethora of digital displays. Our role was to ensure a synergy between all these elements, creating a cohesive narrative and design approach.

Kevin Callis, hsd Technical Director