Abigail Bysshe, chief experience and strategy officer at the Franklin Institute in Philadelphia, is passionate about creating innovative customer experiences. Her newly created role at the science museum is designed to elevate the overall experience for audiences as the museum prepares for its bicentennial in 2024. In her previous role as vice president of experiences and business development at the Franklin Institute, she created world-class visitor experiences for nearly one million guests every year.
Bysshe also oversees the acquisition of all special and travelling exhibits, including brands such as Marvel, Jurassic World, Harry Potter and Disney. At the Franklin Institute, she is prioritising the audience experience, elevating the exhibition experience and fostering a world-class touring exhibition programme. She is also overseeing the experiential and architectural masterplan, upcoming strategic planning process and customer journey planning. She is currently leading the development of the newly-announced SPACE exhibit, which launches next year.
She has 18 years’ experience in innovative museum business modelling and exhibition creation and implementation. She previously worked in the exhibits department at the National Gallery of Art before moving to National Geographic to lead its travelling and digital exhibition programmes. She also led the company’s museum partnerships across the globe. “I have been in the museum business for my entire career,” Bysshe told blooloop.
“I want to drive people to the museum as their first choice,” she added. “In terms of experiences, you have to compete with what else is out there. I don’t think museums are ever going to be as nimble as companies that specialise in immersive experiences. They’re never going to be on the front edge, experientially speaking, in that climate. But I think they can definitely carve their own path, leaning into interactivity, and making sure they’re doing stuff that people care about. That’s the biggest piece.”