The American Alliance of Museums will host the 2025 AAM Annual Meeting & MuseumExpo from 6 to 9 May at the Los Angeles Convention Center in Los Angeles, California. This year, the event will centre around the theme of Museums & Trust.
Museums have historically achieved high public trust, surpassing news organisations, government bodies, researchers and scientists, corporations, and social media. This highlights the special role of these institutions in society as guardians of knowledge, culture, science, and history, where credibility and reliability are crucial.
“In an era marked by mistrust and misinformation, museums have a rare ability to counterbalance the proliferation of false narratives and polarized perspectives,” says AAM.
“Using our trusted position, we can cultivate a more healthy, empathetic, and informed society. But to do so, we must maintain our credibility proactively, embracing thoughtful, transparent, and collaborative practices that will defend against influences like bias, resource challenges, abuse of power, and social injustice.”
What to expect at AAM Annual Meeting & MuseumExpo 2025
The conference aims to strengthen attendees’ connections within the field. There are chances to network and engage with colleagues about challenges, achievements, new concepts, and inspiration.
The AAM 2025 programming will consist of four tracks focused on the theme of Museums & Trust. These are Purpose, Practice, Process, and Programs. Each session is designed to cater to a diverse audience, inspiring and challenging participants to enhance their impact.
There are also hands-on workshops and learning labs, designed to equip attendees with foundational and practical techniques applicable to their own context and community. These sessions will emphasise the “how-to” and provide concrete tools and outcomes to take home.
Meanwhile, AAM has also collaborated once again with the Museum Store Association to present a combined expo hall. With 350 exhibitors, attendees can discover cutting-edge services, products, and solutions tailored for the museum sector.
Agenda highlights
Pre-recorded sessions
During the AAM Annual Meeting 2025, delegates can visit the Fresh Insights Lounge to watch pre-recorded sessions. These will cover various tracks and topics around Museums & Trust.
Highlights include Accountability Matters; Creating Inclusive Environments for All. Mad Systems founder Maris Ensing will be joined by Vicki Wawerchak of the Cabrillo Marine Aquarium and Sean O’Harrow from the Bowers Museum.
In How Did We Get Here? Redefining Success and Growing the Cultural Community, Traci Klainer of TAIT will join Ashley Larose of Science North, Jeff Wyatt from Space Center Houston, Erika Kiessner of GSM Project, Jamie Lawyer from the Rubin Museum of Art, and Dan Picard of MDSX.
Christopher Cummings of Iconic will discuss a key trend in AI, Metaverse & Blockchain: Engaging Museums & Ensuring Factual Integrity.
AI and sustainability will also be in the spotlight in Museums, AI, and Open Systems: Trust, Autonomy and Sustainability. Speakers include Aaron Cope of the SFO Museum, Bruce Wyman from USD Design | MACH Consulting, and Sherri Wasserman of Pacific Northwest National Laboratory.
Another interesting session is Play to Learn: Gamification as a Tool for Engaging Museum Experiences. This will feature insights from Felicia Ingram and Kevin Kane of the North Carolina Museum of Art, Hannah Saloio and Lucy R Stirn from the International Spy Museum, and Frank Winston of Cortina Productions.
Live speakers
On Wednesday 7 May, the opening general session & keynote discussion, entitled Testaments in Trust, is at 10 am.
Moderator Jessie Kornberg of the Skirball Cultural Center will be joined by Cindi Alvitre, Elder, Ti’at Society/Traditional Council of Pimu and a professor of American Indian Studies at California State University Long Beach. The session also features Cheech Marin from the The Cheech Marin Center for Chicano Art & Culture of the Riverside Art Museum and David Ono of ABC7 Eyewitness News.
Other highlights on Wednesday include Going over to the Dark Side: What I learned from Disney, with Matthew Dawson of RWS Global.
At 1:30pm attendees can find out how their institution can support sustainability by transforming idle assets into value with culturenut. Speakers will be Amy Seitz of Exhibits Development Group and Dawn Cunningham of culturenut.
Later in the afternoon, Every Museum Is a Climate Museum: Centering Climate Action in the Workplace, will include insights from Erin Marbarger, Brooke Wood, and Ryan Kenny from Anchorage Museum.
Thursday 8 May
On Thursday, Elizabeth Merritt of AAM and the Center for Future of Museums will present the annual TrendsWatch session. This year, it is titled EO Impact and the Next Era of Museum Funding.
Touring exhibitions will be in the spotlight in Traveling vs. Temporary Exhibitions: Crafting Experiences for the Road. Attendees will hear from Cynthia Brown of Museum EXP alongside Debbie Donohue from Imagine, Daniel Guyton of the Oregon Museum of Science and Industry, Emily D. Croll of the New-York Historical Society, and Heather Farnworth from the Ontario Science Centre.
Brown will also speak in Maximizing Your Resources: How to Harness the Power of RFPs. In this session she will join David Whitemyer of Luci Creative, Chris Johnson from Electrosonic Inc., Carolynne Harris of Carolynne Harris Consulting, Lizzy Moriarty, and Kris Collins from Mark G. Anderson Consultants.
Imagine’s Shawn McCoy will lead a session on Thursday called From Traveling Exhibitions to Permanent Museums and Beyond!
Another interesting session on Thursday will be In Our Voices: Designing Victim-Centered Exhibits about Human Rights Issues. This features Kiah Shapiro of Luci Creative, Suzanne Grimmer of the Holocaust Museum for Hope & Humanity, Deanna Dart of Live Oak Consulting, and Johanna Obenda, research & exhibition development specialist.
In Strategies for Developing and Funding Exhibition and Capital Project Concepts, attendees can hear from John D. Shaw of Museum EXP alongside Catherine Diaz from the Oregon Museum of Science and Industry, Jordanna Gessler of the Holocaust Museum LA, Emily Alonso-Taub of the Center of Science and Industry (COSI), and Ellen Censky of the Milwaukee Public Museum.
Friday 9 May
One session not to miss on Friday is The Beginner’s Guide to Community-Engaged Exhibition Design. Speakers include Annie Vedder of Luci Creative alongside Monica Chadha and Ian Miley from Civic Projects Architecture.
Attendees can also see Techniques and Tools to Create a Holistic Vision Around Sustainability. This will feature insights from Shruti Kasarekar from Atelier Ten, David Dial of the San Francisco Museum of Modern Art, Rebecca Sharkey of ehdd, and America Castillo of Curatorial.
Later, Using Digital Twins and Carbon Calculators to Create Eco-Friendly Exhibitions will include speakers Leslie Tom and Korzell Coe of the Charles H. Wright Museum of African American History, and Douglas Flandro of CambridgeSeven Associates.
Special events & tours
There will be several ticketed educational tours and special events during the AAM Annual Meeting 2025.
On Tuesday, tours and sessions will cover LA institutions. For instance, the Riverside Art Museum, the Autry Museum of the American West, the Getty Center, the Skirball Cultural Center, the Museum of Contemporary Art, and the Japanese American National Museum.
Events include the Connect Networking Event on Wednesday evening at LA Plaza de Cultura y Artes. The AAM Party takes place on Friday evening at the Natural History Museum of Los Angeles County.
Meet the suppliers at AAM Annual Meeting & MuseumExpo 2025
AAM again collaborates with the Museum Store Association to present a combined expo hall. With 350 exhibitors, attendees can discover cutting-edge services, products, and solutions tailored for the museum sector.
The MuseumExpo is open from 9 am to 5 pm on Wednesday 7 May and Thursday 8 May.
American Museum of Natural History – booth #1451
The American Museum of Natural History (AMNH), one of the world’s major scientific, educational, and cultural institutions, will showcase its travelling exhibitions catalogue during AAM 2025.
Utilising the museum’s extensive scientific and educational knowledge, along with award-winning science visualisation and design, AMNH content is designed to spark intellectual curiosity and foster discovery among visitors of all ages.
This includes Sharks, a new panel exhibition which unveils the mysteries of one of the ocean’s most magnificent, and often misunderstood, creatures.
AMNH collaborates with educational institutions, museums, science centres, planetariums, promoters, publishers, and others worldwide to deliver engaging science to audiences globally. Over 433 venues have showcased AMNH-produced or affiliated content across more than 57 countries on six continents.
Electrosonic – booth #1422
Electrosonic, a leading international audiovisual and technology services company, will bring its team of experiential technology consultants to meet with museums that want to enhance their exhibits with technology, alongside partners Pixera and Nanolumens.
The firm will highlight recent projects. This includes Johnny Depp’s A Bunch of Stuff, the New Jersey Hall of Fame and the United States Golf Association’s Hall of Fame. It will also showcase Nanolumens Art Displays in 65″ and 32″ models.
Attendees can schedule a meeting with the team here.
Exhibits Development Group – booth #1357
Exhibits Development Group (EDG), a global leader in travelling exhibitions, will also have a presence at AAM 2025.
At the show the team will be revealing several new partnerships and exhibitions, visit the booth to explore their new offerings, ready to inspire audiences worldwide.
Highlights include Princess Diana: Love, Life, and Legacy, Costume Couture: 60 Years of Cosprop, The Cavern Club Experience, and Masterpieces of the Mineral Kingdom. EDG are also showcasing two photography exhibitions from Govinda Gallery: Becoming John Lennon and Elvis at 21.
culturenut, the sustainable solution for cultural institutions and attractions, recently announced a new website and marketplace launch. Now it is even easier to buy and sell idle inventory—visit the new site here: www.culturenut.com.
culturenut is a Lead Sponsor of the AAM Annual Meeting & MuseumExpo, supporting the Barista Station on the show floor throughout the MuseumExpo for attendees to enjoy a complimentary, custom-crafted coffee.
Experiential Media Group – booth #1547
Experiential Media Group (E/M Group), an industry leader in creating travelling exhibitions and experiences, will present its global success, TITANIC: The Artifact Exhibition, updated with immersive and VR experience.
Produced and presented by E/M Group and RMS Titanic, Inc. (RMST), the salvor in possession and steward of the Titanic wreck site, TITANIC: The Artifact Exhibition uses real artefacts recovered from the wreck site to offer a moving retelling of the enduring story of the Titanic and all those on board.
It includes hundreds of meticulously preserved Titanic relics, faithful room recreations, and memorials to those who lost their lives.
Attendees can arrange to meet Gautam Chandna, EVP of business development, via email.
See also: The record-breaking success & evergreen appeal of Titanic: The Artifact Exhibition
Fever – booth #1654
Fever, a premier global platform for discovering live entertainment, will exhibit at AAM 2025. The company encourages users to explore one-of-a-kind events and activities, from immersive exhibitions and interactive theatre to festivals and molecular cocktail pop-ups. It has worked with some of the most prominent players across various industries. This includes Netflix, Universal, Disney, Exhibition Hub, Moment Factory, and many more.
Since its founding in 2014, the platform has over 150,000 events and experiences in more than 200 major cities in over 30 countries. The company is committed to making culture and entertainment more accessible to all.
Fever Originals are unique experiences created in-house by the team, such as Candlelight concerts and Stranger Things: The Immersive Experience.
Forward Thinking Designs – booth #1636
Forward Thinking Designs, a provider of advanced AV solutions for the themed entertainment industry, will also present its services.
The firm has earned a reputation for its creative and progressive approach to design and software development. It provides services spanning immersive audio, interactive systems, show control and more. The team works closely with its clients to bring technology and storytelling together to create experiences that wow guests.
Forward Thinking Designs was founded in 2015 by Melanie and Evan Hall in Orlando, Florida. It has grown into a diverse team with 40 employees, including engineers and developers who deliver innovative solutions to clients worldwide.
You can book a meeting with Evan Hall, chief of big ideas and Robert Pourciau, futurist, here.
Last month, the company announced it has entered into a strategic partnership with Audio by the Bay Productions, Inc., a leading supplier of high-quality music production services.
Guide-ID – booth #916
Guide-ID, the audio tour specialist, will share its latest solutions. This includes the next-generation audio guide, the Podcatcher Pro, designed to transform the way museums tell stories and deepen visitor engagement.
The company has helped unlock stories at museums, cultural institutions and other venues around the globe, thanks to its Podcatcher product, the world’s easiest audio guide. This tech has since enabled the sharing of over 625 million stories, eliminating complex technologies and unnecessary distractions.
Now, the firm has built on the design of the popular product to create a brand new, next-generation product, the Podcatcher Pro, which it calls the world’s smartest audio guide. This will continue to allow guests to enjoy engaging stories from the world’s leading museums and attractions, alongside new features such as a tour guide option and different audio-triggering solutions, as well as audio mixing possibilities and enhanced Hi-Fi audio quality.
Meet Jeff Danziger, sales director-North America and Ana Paulin, head of sales & marketing at the conference. You can email them here to book a meeting.
See also: Accessible storytelling with Podcatcher Pro
Imagine – booth #1455
Imagine, a creator of engaging visitor experiences that entertain, educate, and inspire, will showcase its portfolio and services.
Over the past 15 years, Imagine has transformed from a company solely focused on creating and touring exhibitions to a multifaceted organisation. It offers master planning, design, production, retail design, merchandise development, operations, and marketing, both for its own projects and those of its clients.
See also: Imagine’s 15-year evolution: crafting stories beyond exhibitions
When it comes to exhibits, Imagine recently shared how it is the biggest provider of travelling dinosaur exhibitions, with a portfolio that spans both indoor and outdoor dino-themed shows. Its most recent exhibit is Ice Dinosaurs, which focuses on dinosaur explorations in Alaska. This joins Dinosaurs Around the World, Dino Safari, Dinosaur Explorer, and the art and science exhibition Dinosaurs in Motion.
Immotion – booth #1428
Immotion, a global leader in immersive edutainment, invites attendees at the AAM Annual Meeting 2025 to experience its award-winning live-action VR films. This includes the newest one: Dolphins of the Reef, which highlights dolphins and coral in the Red Sea.
This is the first time the company is attending AAM. It hopes to enhance curiosity, learning, and engagement about conservation and natural history with its never-before-seen immersive footage paired with cutting-edge motion technology. Already partnered with over 120 locations worldwide, Immotion can partner with museums and science centres to educate and inspire guests, while boosting ancillary revenue.
Immotion’s upcoming dinosaur film, Dinosaur Evolution, is narrated by world-renowned palaeontologist Dr. Philip Manning. This is the most ambitious 3D virtual reality project to date. It allows viewers to experience firsthand the last days of the Cretaceous Period. Viewers can be closer than ever to dinosaurs, feeling their breath as they battle for survival and collide with an extinction event.
Featured dinosaurs include: Dakotaraptors, Quetzalcoatlus, Ankylosaurus, Stignetti Lofr, and audience favourites Tyrannosaurus Rex and Triceratops.
Delegates can book meetings at the show via email with Stacy Ignacio, senior partnerships director, and Grady Cai, partnerships manager.
See also: Immotion: where VR entertainment meets conservation education
Kubik maltbie – booth #907
kubik maltbie, a leading producer of exceptional exhibits and experiences for museums, science centres, and immersive spaces, will be on hand to meet delegates. The booth will be running a video loop of the firm’s projects, past and future. The team will also be handing out the latest Context magazines.
At the booth, attendees can meet the kubik maltbie team, including Charles M. Maltbie, president; Gary Brooks, EVP; Cathlin Bradley, VP of partnership strategy; Curt Cederquist, VP of business development; Donald Sweetman, director of AV services; and Adam Kohn, director of strategic partnerships. Sam Kohn, chairman & CEO of Kubik and Larry Yunger, CFO of Kubik, will also be in attendance.
As a supplier of complete exhibit production services, kubik maltbie manages the entire project lifecycle, from initial cost estimation and pre-construction to project commissioning and closeout. The company’s history of delivering award-winning, high-profile projects showcases its commitment to executing projects on schedule, within budget, and to the highest quality standards.
Clients include the International Spy Museum in Washington, D.C., New York’s Empire State Building, La Nube in El Paso and London Children’s Museum in Ontario.
See also: Built to inspire: kubik maltbie’s turnkey fabrication services
Mad Systems Inc. – booth #1123
Mad Systems Inc., the award-winning audiovisual and interactive system designer and integrator, will showcase the Alice and AV++ Technology Suite Experience, as well as an interactive avatar. The firm has developed a strong intellectual property portfolio, holding several US patents.
Alice is an AI-driven docent system delivering hyper-personalised media for every guest. Drawing from a curated Body Of Knowledge, Alice creates unique and tailored visitor experiences through recognition, personal smart devices, or an RFID keepsake.
Tricia Ensing, CEO; Maris Ensing, founder and owner; Tony Zorilla, head of design; Zsolt Kovacs, operations manager; and Rachel Asprec, executive assistant, will be at the booth. Meetings can be booked via email.
Mad Systems is also hosting an open house to give tours of its Wonderland Demo Room on Friday, from 10 am to 5 pm. The company’s lab is located at 733 N Main St, Orange, California.
Last year, Mad Systems was brought in as the technology partner for a new exhibition at Bowers Museum in Santa Ana, California. Fantasy: Realms of Imagination was created in partnership with the British Library. The firm used creative projection to enhance the spaces, creating immersive environments and portals to imagined fantasy lands.
National Geographic Society – booth #1544
National Geographic, a leading creator of documentaries, live events, experiences, and travelling exhibitions, will highlight its portfolio at the AAM Annual Meeting 2025.
This includes Pristine Seas: Bringing the Ocean Back, which shows how marine protected areas illuminate and protect our world’s oceans. Attendees can learn about hosting this or other wildlife-focused exhibits. They can also pick up the latest catalogue of photo+ shows, immersive experiences, and large-scale interactive exhibitions. These are available for booking in the US and internationally.
There is availability for the award-winning, large-scale interactive exhibition Becoming Jane in 2026. There is also immediate availability for the travelling photo shows 50 Greatest Landscapes and Pristine Seas.
The team will also be able to provide more information on National Geographic Live. This renowned touring speaker series features acclaimed storytellers who transport audiences through captivating tales, breathtaking imagery, and unparalleled expertise.
Cynthia Doumbia, senior director of business development, travelling exhibitions, and Alexa Fedynsky, business development manager, will be at the booth. Meetings can be booked in advance by email.
See also: One World, One Chance: immersive media inspires a movement for nature
Panasonic Connect – booth #846
Panasonic Connect, a leading provider of audiovisual technology, invites visitors to learn how its solutions enhance entertainment, collaboration, and education.
The company’s AV solutions can be used to create immersive experiences. These experiences use digital technology to blend with the physical world, creating incredible live entertainment.
Panasonic Connect recently announced the release of new integrated software for its ET-FMP50 Series media processors. The company also provided cutting-edge DLP laser projection technology for an innovative installation at the Ephesus Experience Museum in Selçuk, Turkey.
Research Casting International – booth #1550
Research Casting International, an expert in the preservation, restoration, and fabrication of museum specimens, will also be at the AAM Annual Meeting 2025. It specialises in bringing the past to life through specimen restoration, mounting, casting, fabrication, and transportation. With a reputation for excellence, the company is trusted by institutions worldwide to deliver world-class exhibits.
The team will showcase some of its recent projects including the mounting and installation of Gnatalie, the green diplodocid, originally uncovered in Utah in 2007. This is now on display at the at the Natural History Museum of Los Angeles County. The firm will also present some of its recent theming projects and travelling exploration exhibit rentals.
Attendees can meet Matt Fair, general manager; Patrick Fair, sales manager; Chris Hogarth, marketing manager; and Owen Payette, sales and marketing coordinator.
The company’s approach blends science with art, transforming concepts into reality. Founded in Toronto in 1987, Research Casting International has since mounted over 900 skeletons. Its team of artisans and technicians work closely with palaeontologists to create specimens that are both scientifically accurate and visually striking for any institution.
The firm recently revealed more details about a project with the Grand Rapids Public Museum in Grand Rapids, Michigan, US. Here, it is working to scan, 3D print and recreate a unique mastodon specimen.
Roto – booth #945
Roto, a leading planning & design-build firm, will showcase its latest work created for iconic institutions like Atlanta History Center, Heinz History Center, B&O Railroad Museum, Nauticus, and more.
The company is a leader in creating genuine human connections in the built environment through nature, play, creativity, and multisensory immersion. It is now expanding to open its own “experimental” museum, Prototype, in Columbus, Ohio, in late 2025.
Attendees can schedule a meeting at the booth to discuss how to bring their vision into reality.
In attendance will be Allen Boerger, partner; Dana Russell, VP of marketing and business Development; Jeff Pecchio, VP of production; Meg Dunfee, principal; Rachel Escusa, marketing director; Samantha Rubino, associate producer; Liz Blackford, exhibit developer; and Olivia McNeil, associate producer.
SEGD – booth #1330
Attendees can also meet SEGD (the Society for Experiential Graphic Design), a multidisciplinary global community of professionals.
SEGD offers its members many opportunities to network, share knowledge and connect with fellow experiential graphic design practitioners. Professional development activities include physical events, an academic summit and conference, local chapter events and webinars.
It also holds the annual SEGD Global Design Awards, celebrating excellence in experiential graphic design.
See also: SEGD at 50 – reigniting passion for experiential design
For the full AAM Annual Meeting and Museum Expo 2025 programme, please click here.
