All posts by samaquillano

You’re Doing It Wrong: Air Travel

Excerpted  from The Phoenix — By Jacqueline Houton, Photo: Conor Doherty

This week marks one of the busiest for travel — which for many of us means nervously clutching three-ounce shampoos as we queue up at security for government-sanctioned groping, followed by equally pleasant sardine-style seating and SkyMall reading. At least we now have something neat to see before boarding: “Getting There: Design for Travel in the Modern Age,” a just-opened exhibit that explores how design shapes our trips, from seats to signage to silverware. On view for a year at Logan’s Terminal E, it’s co-presented by Design Museum Boston, a decentralized network of exhibits celebrating smart design. Cofounder and director Sam Aquillano is pretty well-travelled himself; we tapped him for some tips.

ON OUR JET-SETTING PAST: “We have to be careful not look at the 1950s and ’60s air-travel experience through rose-colored eye masks (I couldn’t resist) — just think about people smoking cigarettes on planes. But it’s not called the Golden Age for nothing. . . . Travelers dressed up; they socialized with other passengers in in-air lounges. They collectively realized that what they were doing — flying — was an exciting experience.”

ON BUILDING BETTER AIRPORTS: “My favorite piece is a 1958 animated video created by Charles and Ray Eames for their friend Eero Saarinen, titled ‘The Expanding Airport….

Continue reading at The Phoenix ➝

A Museum as a Startup

A Museum as a Startup

Originally published on

“How the hell do you start a design museum?”

That was the question one of my students asked me three years ago when I quietly told him my plan to start a design museum in Boston with my friend and business partner, Derek Cascio. My reply to him: “I have no idea.”

What followed is an incredible entrepreneurial journey — more like a roller coaster ride — and much like any visit I make to an amusement park, it has been incredibly challenging, fun, and rewarding. (Yes… I find roller coasters challenging and ice cream cones rewarding.)

Before we get too deep, a little bit about me: my name is Sam Aquillano and I’m the Director of Design Museum Boston. With a true passion for design, creativity, and continuous learning, I create a long term vision for the museum while leading a dedicated team and managing day-to-day operations — in essence I’m a designer and an entrepreneur. I teach design and entrepreneurship to undergraduates at Wentworth Institute of Technology and graduate students at Babson College; and I keep my head/skills in the game by taking on the occasional freelance design project.

Derek and I co-founded Design Museum Boston in 2009 to educate the public about the role of design in our lives. Design is a ubiquitous human activity. One of my favorite quotes comes from renowned architect, William Mcdonough, who said, “Design is the first sign of human intention.” (This quote graced our first landing page for many months leading up to our official launch.)

It is design’s ubiquity that causes us to take a very broad view of what design is — to us design is simply a planning process that involves high levels of empathy, divergent thinking, and visualization. This process effects every single aspect of our lives and when it’s done well it has the power to make our lives more comfortable, more efficient, more exciting, more rewarding, more… better.

The design process is most well known for the creative fields which apply it: advertising, architecture, entertainment, fashion, landscape architecture, urban planning, video game design, web design, graphic design, industrial design, interaction design and interior design, etc.

I often tell my students that design is a process for seeing the future: If you want to know how something will effect thousands/millions of people, I recommend you design it first. If you want to know what something is going to look like or how it will be received by people — before you spend thousands/millions of dollars/hours to produce it — I recommend you design it first.  And I’d argue that, in one way or another, the last two sentences apply to every single human activity.

Which leads to the other part of our mission: we want to unite people, as well as companies, around design in ways that enrich our collective work, make businesses more competitive, and help us all solve real-world problems more creatively. The design process can be applied to any problem or activity we come across, it can be used by designers and accountants alike.

Derek and I share the belief that good design can make the world a better place, especially if it is applied as broadly as I suggest. So when it came to the point where we said, “how can we educate the public about good design and the design process?” The idea of creating a design museum seemed like an effective way to create immersive design learning experiences for the public. And we quickly asked, “why isn’t there already a design museum in Boston?”

The fact is Greater Boston is a hub for design activity. There are over 60,000 designers working in Massachusetts alone — the state is well past the national average when it comes to professional designers. Couple that with the various high-impact design professional organizations in Boston and we knew we’d have a base of support for our little endeavor.

So we started in 2009 with the goal of creating a brick-and-mortar museum. Remember 2008/2009? It wasn’t the best time to raise money for any idea, let alone a nonprofit design museum — too much uncertainty, constrained budgets, and an overall sense of gloom created a poor fundraising environment. It wasn’t that people/companies weren’t giving: they just weren’t giving to anything new.

The stubborn pair that we are, we powered through. We knew we had a great idea for a museum, one that filled a niche in the Boston cultural landscape; but how the hell do you start a design museum without funding or a space?

While I had just finished an approximately year long quest to see as many design museums as possible — in New York, Miami, Atlanta, London, and Essen, Germany — Derek had just visited New York City and experienced some pop-up retail stores. Pop-up retail is a great model: you find an empty space — preferably one with high foot-traffic and probably one you couldn’t normally open in — you transform it, and you stay open for a limited time while creating and capturing value.

Derek and I noticed back in 2009 that there was a lot of unused retail space and under-utilized public space in Boston, and it hit us: we would launch Design Museum Boston as a pop-up museum. In lieu of a physical space we’d launch a website that would link the design community and our audience with our network of exhibitions and events across the city.

Looking back now I can’t imagine a better approach. Design is everywhere, so are we. Instead of one space, we have many spaces. Instead of trying to bring people to us, we put design exhibitions in places where people already go. Instead of locking all that amazing creativity into a single building, we turn the museum inside out and turn the entire city into Design Museum Boston.

It’s a unique approach to a museum that is perfectly aligned with the way content is consumed in the new economy. Content is distributed across devices, locations, and experiences; content is mobile, with us wherever we go, both physically and digitally; and content is incredibly accessible. And that’s what we are.

You may never go to a design museum, but I bet you go to City Hall and the mall — that’s where we put our first two exhibitions. We now have an incredible network of spaces, partners, and supporters. And the most amazing thing I’ll write in the post is: we’re just getting started. We’re about to take our unique approach to the next level and truly embody our distributed, mobile, and accessible nature. (Stay tuned!)

So why are we at MassChallenge?

MassChallenge is the world’s largest startup accelerator program. Finalists receive (beautiful) free office space, access to top-notch mentors, special events, and a chance to win the big novelty check at the end of the program. It is an amazing opportunity — I’m proud and honored that Design Museum Boston was chosen to take part.

We applied for a few reasons: to increase our exposure, overcome obstacles, build capacity, and for a chance at some much needed investment. Like any startup, we thrive on visiblity. Every time a new person learns about Design Museum Boston it opens up new opportunities for programs, partnership, and/or support. We have a small marketing budget ($0), so our best marketing is meeting as many people as possible, earning mentions online, on social media, and in traditional media. MassChallenge provides a platform for many more people to learn about the cool work we’re doing.

As you can probably imagine, we have many obstacles to overcome — some normal startup challenges, and some challenges unique to our business model and approach. MassChallenge identifies, trains, and brings mentors to our doorstep to help overcome specific obstacles. We identified challenges in nonprofit management, legal, marketing, and fundraising activities; I’m happy to report we have four excellent mentors, one to address each area of need.

Having space at MassChallenge has allowed us to increase our capacity — we have four interns this summer, and they have a place to sit! That increased our team from three to seven. We have interns for marketing, design, content development, and fundraising. A bigger team means we can accomplish bigger things, and we are.

Finally there’s a chance for the money. Funding a nonprofit design museum isn’t easy. Much of our funding is tied to the programs we produce, however we can never produce enough programs to sustainably grow, the margins just aren’t there (yet). That’s where grants come in. We’re currently funded by a grant from the National Endowment for the Arts which we received last summer.

A select number of MassChallenge finalists will be chosen to receive $50k-$100k. For Design Museum Boston, that represents a significant opportunity. I mentioned our team of three (plus four); only two of us are paid, and paid is a strong word to use in this case. However we’re operating as if we’re a fully paid, full-time staff of 20. It’s not a sustainable model, but my entrepreneurial philosophy is that you need to have an early, amplified presence to succeed long-term. That presence doesn’t come cheap, it requires loads of time, sweat, hard work, and help. We have an amazing board of directors as well as a network of volunteers that is second to none. To us, the MassChallenge prize money represents a massive kickstart for our sustainable growth.

So why are we at MassChallenge? Put simply, we’re here to win.

I look forward to checking in periodically throughout the MassChallenge experience to give you a behind-the-scenes look at the program and our process. To learn more about Design Museum Boston visit, follow me on twitter @samaquillano, follow the museum @designmuseumbos, and feel free to reach out: sam [at]

Retail Exhibition Honored by Core77 Design Awards

Retail Exhibition Honored by Core77 Design Awards

July 17, 2012 (Boston, MA) — Design Museum Boston and students at Wentworth Institute of Technology have received two Notable awards from the 2012 Core77 Design Awards for their work on Retail: Retell. Recycle. Rethink. The exhibition was a collaboration between Design Museum Boston and WIT students taking part in our STUDIO program — a course where students learn exhibition design by conceiving, designing, developing, funding, and creating a highly-visible, public exhibition.

Retail opened at Prudential Center in early August 2011 to educate the public about the product lifecycle — the process through which raw materials are turned into products and then ultimately disposed of — the students created a “Reconsider” message to show alternatives for disposal behavior, giving visitors real direction to do thinks like recycle old sneakers or to give old cell phones a second life.

The team received Notable recognition in two categories: Educational Initiatives and Exhibition & Interiors.

Design Museum Boston Director and WIT STUDIO professor, Sam Aquillano, had this to say about the team, “these students did amazing work on Retail, they opened it in a great location, and took the lead with Core77; I’m proud of their work and I couldn’t agree more with the jury’s choice to recognize them for it.”

The jury had great things to say about the students’ work, “This student-fueled exhibit realized in collaboration with the Design Museum Boston has succeeded in translating a historically complex message into one that is accessible, compelling, educational and memorable.  Our jury found that the topic and presentation strategy of the exhibition is especially relevant in the context of our contemporary consumer culture; the exhibit helps the general public understand the multi-faceted layers of the decisions they make when they shop.”

The student-led team included: Joe Bradford, Stephanie Ciccolini, Nick Dunleavy, Matt Hanudel, Nick Iovino, Alyssa Makere, Stevie Meder, John Pelkey, Alan Platner, Christina Ragucci, Haik Tokatlyan, and Nick Vassallo — supported by professors, and Design Museum Boston Co-Founders: Sam Aquillano and Derek Cascio.

The Retail exhibition will continue to travel to unique locations throughout Boston and New England. The next STUDIO program is in full swing with a new group of WIT students — this year they’re working on an exhibition called: Life Impacted: International Design Excellence, which will highlight the best product design of 2012. Opening in August 2012 at the Industrial Designers Society of America National Conference in Boston, the team has launched a Kickstarter campaign to help fund the exhibition.

Retail was sponsored by IMAGINiT Software and AIR Graphics.

Read more and watch the students’ video at the Core77 Awards winners site.


Design Museum Boston is New England’s first museum dedicated solely to design. Its mission is to educate the public on the role of design in their lives and to unite the design community in ways that enrich their collective work and solve real-world problems more creatively. Whether in a gallery, retail environment, public spaces or on the web, its programming gives audiences new insights into the design process and the greater social, economic, and environmental contexts that both affect and are affected by design. For information on current and past programs and exhibitions visit:

Recognizing excellence in all areas of design enterprise, the Core77 Design Awards celebrates the richness of the design profession and its practitioners. In 2012 there are 17 categories of entry, providing designers, researchers and writers a unique opportunity to communicate the intent, rigor and passion behind their efforts. From client work to self-initiated projects, entrepreneurial to pro-bono engagements, the Core77 Design Awards embrace a wide diversity of enterprise: commercial, cultural, social, environmental and discursive.

Since 1995, has been an indispensable design magazine and resource serving the greater online community. Founded by designers living and working in New York City, today the network includes daily design news, thought leadership, professional development, industry advocacy and community outreach.


Mass Challenge Selects Design Museum Boston

MassChallenge Selects Design Museum Boston as Semi-Finalist in 2012 Start-up Accelerator

Finalists compete for a piece of the $1,000,000 prize.

June 7, 2012 (Boston, MA) — On May 29th, 2012, MassChallenge announced that Design Museum Boston was chosen as one of the 125 start-ups accepted as semi-finalists into its program which launches June 26 in Boston. MassChallenge is the largest-ever startup accelerator and competition, and the first to support high-impact, early-stage entrepreneurs with no strings attached.

Since launching its first accelerator in 2010, MassChallenge has received over 2,400 applications, more than half of those coming this year when MassChallenge received 1,237 applications from 35 states and 36 countries.

“Many of these entrepreneurs are coming to Boston’s Innovation District from all over the world, and others have been creating ideas right here in Boston that will impact our city and far beyond,” said Mayor Thomas M. Menino. “We are happy to provide a home for this global collaboration and enthusiastically anticipate the growth of these young businesses.”

Design Museum Boston, the region’s first museum dedicated solely to design, will compete for a piece of the $1M prize. The semi-finalists are offered office space at the MassChallenge headquarters on Fan Pier at ONE Marina Park Drive and will receive mentoring for the 3 month accelerator program. In October, the startups will pitch again to judges who will narrow down the group of 125 to the 10 – 20 that will split the $1M in cash.

“MassChallenge is proud to welcome the 2012 MassChallenge finalists. This class of entrepreneurs is working on some of the world’s toughest problems and represents some truly amazing ideas,” said Akhil Nigam, Founder & President of MassChallenge

MassChallenge has a impressive list of successful alumni, including Ted Acworth, Founder & CEO of Artaic and Chairman of the Board of Directors at Design Museum Boston. Artaic creates beautiful custom tile mosaics through use of advanced computer software and robotic manufacturing. “MassChallenge has been instrumental in jumpstarting Artaic, and I think it will do the same for Design Museum Boston. The environment is full of excitement, knowledge and network, and fosters a sense of community and creativity that is difficult to find elsewhere. They definitely set you up for success.”

Sam Aquillano, Co-Founder and Director of Design Museum Boston expressed his gratitude and excitement,“Being chosen to take part in the MassChallenge program represents an enormous opportunity for Design Museum Boston, we’re thrilled to be in the 2012 class and thankful for the public votes we received from our dedicated audience, and to the judges who saw our potential. We’re excited to receive the mentorship and support that will accelerate our mission as we create this new cultural institution for Boston.”

Design Museum Boston is New England’s first museum dedicated solely to design. Its mission is to educate the world on the role of design in our lives and to unite the design community in ways that enrich their collective work, solve real-world problems more creatively, and make businesses more competitive. Whether in a gallery, retail environment, public spaces or on the web, its programming gives audiences new insights into the design process and the greater social, economic, and environmental contexts that both affect and are affected by design. For information on current and past programs and exhibitions

MassChallenge runs a $1M global startup accelerator and competition to catalyze the launch and success of high-growth, high-impact new businesses. The competition is open to any startup in the world, in any industry. MassChallenge is designed to identify, strengthen and facilitate funding for the world’s highest impact startups, and the judging criteria are focused on the entrant’s proposed impact and their potential for success. For more information visit:


$50k Our Town Grant Awarded to Design Partnership

Mayor Menino Announces $50,000 Our Town Grant Awarded to Design Partnership to Aid Development of Boston’s Innovation District

The National Endowment for the Arts Invests in Boston to Support Community Development through Design

(July 13, 2011) Boston — Today, Mayor Thomas M. Menino announced that the National Endowment for the Arts (NEA) has awarded $50,000 to a Boston-based public-private partnership between the City of Boston, Massachusetts College of Art and Design, the Design Industry Group of Massachusetts and Design Museum Boston. NEA Chairman, Rocco Landesman presented the award today when he announced the inaugural round of funding for Our Town, a new program providing support for planning, design, and arts engagement projects that strengthen arts organizations while increasing the livability of communities across America.

“The City of Boston is proud that this award will help to further establish the Innovation District as a unique and vibrant cultural and economic center in our city,” Mayor Thomas M. Menino said. “This effort is really symbolic of the collaboration that has already made the district a success. Together, the work of these great partners along with the neighborhood’s prominent artist community will highlight what an important role design plays in the Innovation District’s growth.”

NEA Chairman Landesman said, “Communities across our country are investing in the arts and smart design to enhance Americans’ quality of life and to promote the distinctive identities of our communities. Our Towncreates partnerships among local governments and arts and design organizations to strengthen the creative sector and help revitalize the overall community.”

NEA’s Director of Design Jason Schupbach added, “Creative placemaking is a strategy for making places vibrant. Arts and design are essential parts of the complex work of building a livable, sustainable community.”

The Boston-based Our Town program is focused on integrating design as a placemaking strategy in the development of Boston’s Innovation District. Launched in January 2010 by Boston Mayor Thomas Menino, the Innovation District is a new vision for the next generation of the South Boston waterfront: 1,000 acres of residential, commercial, and industrial space, already home to New England’s largest artist community, a new contemporary art museum and many established industrial firms, where Boston’s strengths in entrepreneurship, technology, and the creative arts coalesce. The goal is to establish a featured role for the design industry in the evolving economic and cultural fabric of the district and to enhance development efforts already underway.

“It is really exciting to see the NEA recognizing the investment opportunity that exists in strengthening the connection between the art, design, and business communities in Fort Point,” said Anita Lauricella of the Fort Point Cultural Coalition. “The existing arts community will be a great asset in stabilizing the role of the design community in the development of the Innovation District”

Lead applicant, Massachusetts College of Art and Design, will oversee the project. The college continues to advance efforts to integrate design into the public sector as well as the broader economy through its strong academic programs and institutional support for organizations like DIGMA and Design Museum Boston.

MassArt President, Kay Sloan said, “I am so pleased that Massachusetts College of Art and Design is partnering with the City of Boston, Design Museum Boston, and the Design Industry Group of Massachusetts to strengthen the important role that design can and should play in the development of Boston’s Innovation District.”

The public-private partnership is planning for community outreach through a series of events, exhibits, and programs to educate the public and business leaders on the positive impact design can have on the built environment and the bottom-line. The grant supports planning for programs that can subsequently be implemented that are meant to increase the overall livability and build the connections that drive innovation and ultimately create jobs.

Design Museum Boston Director, Sam Aquillano, remarked that, “Design impacts every aspect of our lives and is a strong force in the Boston economy. The Our Town grant will allow us to bring design education and programming to the South Boston Waterfront to amplify the creative spirit and energy in the Innovation District for the benefit of all Boston residents and visitors.”



The City of Boston, under the leadership of Mayor Menino, is committed to the successful execution of key projects to solidify the vision for the future of the Innovation District. For more information,

Massachusetts College of Art and Design is one of the top colleges of its kind in the United States. Founded in 1873, MassArt has a legacy of leadership as the only independent public college of art and design in the country and the nation’s first art school to grant a degree. The college offers a comprehensive range of baccalaureate and graduate degrees in art and design, all taught by world-class faculty, along with continuing education and youth programs designed to encourage individual creativity. Whether at home in Boston or on the other side of the globe, the artists and designers of MassArt are dedicated to making a difference in their communities and around the world. For more information, visit

The Design Industry Group of Massachusetts (DIGMA) serves as a collective voice and advocate for the design sector in Massachusetts, and strives to raise visibility and build connections to support the sector’s growth. For more information, visit

Design Museum Boston educates the public on the positive impact of design in their lives through exhibits, events, and outreach programs. For more information, visit

The National Endowment for the Arts was established by Congress in 1965 as an independent agency of the federal government. To date, the NEA has awarded more than $4 billion to support artistic excellence, creativity, and innovation for the benefit of individuals and communities. The NEA extends its work through partnerships with state arts agencies, local leaders, other federal agencies, and the philanthropic sector. For more information, go to