The third thematic chapter of the series Space as a Narrative Medium, organized throughout 2025 in collaboration between Muze and Urania – space of creation, is dedicated to the role of exhibition graphics in shaping meaning and experience within the exhibition space.
Guest lecturer Prof. Dr. Jona Piehl - graphic designer, researcher, and professor of communication design at HTW Berlin (Hochschule für Technik und Wirtschaft) - will hold a lecture and workshop in Zagreb focusing on visual narrative design and its relationship to the museum context.

The lecture, titled Let’s Talk About Exhibition Graphics, will take place on Tuesday, November 11 at 5:30 p.m. It will open a broader discursive space for rethinking exhibition graphics - from their aesthetic and functional aspects to their role within the narrative structure and institutional identity.
Piehl approaches exhibition graphics as mediators between content and audience - as co-authors of the experience that shapes the rhythm, legibility, and emotional tone of an exhibition.
The lecture will explore questions such as:

• What does the term “exhibition graphics” actually mean, and how does terminology shape understanding?
• How can we define the relationship between content, design, and interpretation?
• Can we imagine an exhibition that functions without labels?

Following the lecture, a moderated discussion with the audience, led by Dragana Lucija Ratković Aydemir (Muze), will open a dialogue on the boundaries between design, museology, and architecture. 

About the lecturer

Prof. Dr. Jona Piehl teaches Communication Design at HTW Berlin, focusing on information design, visual storytelling, and spatial communication. She earned her PhD from Central Saint Martins College of Art and Designin London and has professional experience with Land Design Studio (London) and Ralph Appelbaum Associates (Berlin).
She has contributed to exhibitions for institutions such as the Victoria and Albert Museum and the Natural History Museum in London.
Piehl is the author of the book “Graphic Design in Museum Exhibitions: Display, Identity and Narrative” (Routledge, 2021).

The program Space as a Narrative Medium marks the 20th anniversary of Muze, supported by the Ministry of Culture and Media of the Republic of Croatia and the Goethe-Institut Kroatien, in partnership with Urania - space of creation (lectures) and the Faculty of Architecture - Design Department (workshops).

The lecture will be held in English. 

Workshop at the Design Department

The workshop, scheduled for November 10 at 12:00 p.m. at the Design Department, will focus on rethinking the role of object labels and other textual elements in exhibitions - what they signify, how they shape the visitor experience, and how they might be designed to better support that experience. Participants will analyze the identity and potential of selected museums, seeking new interpretive approaches - not necessarily through text, but through visual and spatial systems of meaning.
Applications for the workshop are available at muze.hr.