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Approved by its board of trustees on Mar. 18, the change marks a transformation from a traditional museum model into Miami’s first “museum without walls,” bringing exhibitions and storytelling directly into Miami-Dade County neighborhoods.
“This is more than a name change, it’s a shift in how this community experiences Miami’s Museum as a living, breathing archive,” said Museum of Miami CEO Natalia Crujeiras.
“Museum of Miami perfectly reflects our strategy to embrace and present new experiences that provide everyone an opportunity to see themselves reflected in Miami’s past and active in its future.”
The rebrand follows an extensive, countywide listening process that engaged residents across diverse communities including Homestead, Hialeah, Little Haiti, Little Havana, Liberty City, City of Miami, Miami Beach, and Kendall. Feedback revealed that the previous name no longer captured the institution’s scope or how people experience it today. Over time, the museum has expanded beyond traditional history exhibitions to include folklife, art, photography, and community-centered experiences, evolving alongside a county defined by cultural richness and complexity.
The new name reflects that evolution and signals an expanded and more accessible approach to storytelling. As part of this transformation, the Museum of Miami will launch a series of initiatives designed to bring the museum beyond its walls and into the everyday lives of residents. Upcoming programs include:
An interactive mural – Launching in coordination with the country’s 250th birthday, the museum is inviting residents to express their hopes for America’s future. Whether at home, on the road or at the museum, Wishes for America can be shared through this digital platform to be displayed in the museum’s foyer.
“Cafecito Stories” – A traveling Ventanita and storytelling experience begins this fall and is designed to capture voices from across Miami-Dade County.
A reimagined CultureFest – CultureFest, a proprietary museum event always held at the museum’s brick and mortal location, will now be moving off-site to county parks, with its first stop at Tropical Park in January 2027. It is just one example of how the museum is planning to reach new audiences.
Together, these initiatives bring Miami’s stories directly into neighborhoods to expand access to cultural experiences beyond just the walls of the Flagler Street location.
The rebrand comes as Miami prepares to play a key role in the nation’s 250th anniversary celebration.
Beginning on June 20, the Museum of Miami will host the National Archives’ “Freedom Plane: Documents That Forged a Nation” exhibition, bringing rare historic artifacts to the city, including George Washington’s Oath of Allegiance, The Treaty of Paris, and a draft of the Bill of Rights.
The exhibition positions Miami as a major destination for this historic milestone, with support from Miami-Dade County, Miami International Airport, and Brightline all helping expand access for residents and visitors.
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“We built this new brand in step with the community,” said Michele Reese Granger, senior director of marketing. “As Miami’s oldest cultural institution, we understood the weight of a decision to change the name. We intentionally built this brand alongside the community because we believed it had to be co-authored and co-curated by the very people whose stories we are entrusted to preserve. What we heard overwhelmingly was that our community wants to see their neighborhoods, cultures, and lived experiences reflected in what we do.”
The community listening tour shaped a set of guiding convictions driven by Crujeiras and the board, that will inform future programming. Recognizing that Miami is unlike anywhere else, the Museum of Miami is committed to honoring every story as worthy of sharing, from the deeply local to the globally connected; from moments of triumph to those of hardship.
By using mobile experiences, Miamians will be empowered to strengthen and shape their community’s future through newly created spaces used for reflection and dialogue, essential elements to fostering healthy civic pride and participation.
At its core, the museum continues its mission to safeguard, interpret, and celebrate Miami’s diverse histories, but now with a renewed focus on accessibility, participation, and belonging.
The transformation includes a new visual identity. Centered on a prismatic “M” representing many perspectives, cultures, and generations that define Miami, the logo is anchored by the tagline “Love the Story.” The brand invites residents not only to learn Miami’s history, but to connect with it, contribute to it, and help shape what comes next. The new name and logo will be gradually updated at the main museum location and in the community over the course of the year.
“This evolution ensures the museum remains relevant to the community it serves,” said Michael Gold, chair of the board. “Museum of Miami reflects both the depth of our history and the dynamism of our present.”
For more information, visit the Museum of Miami website at www.museumofmiami.org.
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