Second Story and The Textile Museum Honored with Gold MUSE Award for Interactive Photo Installation

“Common Threads” Explores the Relationship between Clothing and Personal Identity

(Portland, OR – June 7, 2016) Second Story, part of SapientNitro, and its client, The George Washington University Museum and The Textile Museum, announced that they were honored with a Gold MUSE award from the American Alliance of Museums for “Common Threads,” an interactive photo booth experience that explores the relationship between people’s clothing and their identity

“Clothing is an integral part of our identity. It shares with the world how we want to be perceived and can, at times, help us forge connections with other people,” said Joel Krieger, Creative Director - Atlanta, Second Story. “We’re proud to work with the Textile Museum on this one-of-a-kind project and are honored that it was recognized with the highest honor from the American Alliance of Museums.”

In the “Common Threads” installation, visitors use a touchscreen to respond to a series of prompts, selecting the keywords that best describe them and their clothing. They then pose for a photo and share the stories behind their appearance: the t-shirt they stole from their big brother, the scarf their great-grandmother wore to her wedding, the pair of shoes they saved up to buy. When visitors submit their final image, they discover a collage of photos of others who have used the same keywords to describe themselves. They notice similarities and start to unravel the signals conveyed through their own clothing.

“Common Threads” is part of the Textile Museum’s larger exhibit, ‘’Unraveling Identity: Our Textiles, Our Stories,’’ which explores how textiles serve as tools for self-expression around the world and throughout history.

Now in their 27th year, the MUSE awards recognize outstanding achievement in Galleries, Libraries, Archives or Museums (GLAM) media and celebrate scholarship, community, innovation, creativity, education and inclusiveness. In addition to the Gold MUSE award, “Common Threads” has also been honored with a Platinum: Best in Category award from the Creativity Media & Interactive Design Awards and a Gold Award of Excellence, Interactive Multimedia: Special Interest from the Communicator Awards.


About the American Alliance of Museums

The American Alliance of Museums has been bringing museums together since 1906, helping to develop standards and best practices, gathering and sharing knowledge, and providing advocacy on issues of concern to the entire museum community. Representing more than 30,000 individual museum professionals and volunteers, institutions and corporate partners serving the museum field, the Alliance is the only organization representing the entire scope of the broad museum community. For more information, visit


About the George Washington University Museum and The Textile Museum

The George Washington University Museum and The Textile Museum opened on March 21, 2015, on GW’s Foggy Bottom Campus. The custom-built museum displays The Textile Museum’s globally recognized collections of more than 20,000 textiles and related objects, and artworks owned by the university, including the Albert H. Small Washingtoniana Collection of 1,000 artifacts documenting the history of Washington, D.C. The museum offers educational programs, including lectures, tours, and films that explore themes from the exhibition. Visit the online calendar for details.


About Second Story

Second Story®, part of SapientNitro®, is a network of design studios focusing on responsive environments, story-driven experiences, and experience innovation. For more than 20 years, we have conceptualized, designed, and developed projects that educate, immerse, and activate across the cultural and brand space, including engagements with the San Francisco Museum of Modern Art, Nokia, and Coca-Cola. Second Story has received more than 450 awards and accolades in competitions, festivals, and events around the world and has twice been inducted into the Smithsonian’s Permanent Research Collections. For more information, visit, or follow us on InstagramTwitter or Facebook.

Second Story and SapientNitro are registered service marks of Sapient Corporation.

About SapientRazorfish

SapientRazorfish part of Publicis.Sapient is a new breed of transformation partner designed to help companies reimagine their business through radical customer-centricity. With more than 12,000 people and 70 offices around the globe, our capabilities span growth and business model strategy, new product and service innovation, enterprise digital transformation, IT modernization, omni-channel commerce, customer experience strategy, change management, digital operations, digital innovation, data strategy and advanced analytics.

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