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Lights! Camera! Action!

  • What we did
  • Strategy
  • UX & UI
  • Web Development

We are very proud to announce that one of our most exciting, challenging, and HUGE projects is now LIVE! The marvellous and magical new website for our beloved national museum of screen culture, ACMI.


ACMI has undergone a complete digital transformation, and Liquorice was engaged to create an online experience in which physical and digital content are more intertwined than ever before.

To complement the $40 million renovation of their physical space in Fed Square, set to reopen in early 2021, ACMI has developed a new model and a new brand (created by North), putting digital technology centre stage of the ACMI experience. It will offer a deeply integrated journey that extends, expands and enriches your visit, be that in person, or online. The arrival of Covid necessitated a complete strategic pivot which we helped ACMI to navigate.


Technology as the star of the show

A large facet of our work for ACMI was creating a digital space that seamlessly translated the experience of an in-person visit to the museum into an immersive online adventure. The first exhibition showcased in this new model adopted by ACMI is 'The Story of the Moving Image', a free online version of what will be a permanent, 1600-square-metre exhibition at the museum – exploring how film has shaped who we are, how we see ourselves and how the world sees us. And users can literally take home their own piece of the museum via The Lens experience. The Lens is a free handheld, take-home device that lets you collect the artworks and objects that you discover on the website (thanks to some serious fancy footwork from our masterful Liquorice tech team) and continue the museum experience after you’ve left.

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A cast of (almost) thousands

The project has been an enormous undertaking, putting all of Liquorice's skills and smarts into action - a full cast of digital strategists, UX designers and researchers, project managers, and of course the heroes behind the velvet curtain, our brilliant developers.

Liquorice is thrilled to see the wonderful response that our friends at ACMI have had to their digital transformation, and ever since its launch last week, the website has been receiving rave reviews from across the globe.

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It has been an amazing process helping ACMI realise their vision - the groundbreaking online experience that we helped create is set to re-imagine museum culture as we know it.

Maybe we are finally film stars : )

Explore the new ACMI website and experience their first digital exhibition, The Story of the Moving Image, at

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Digital Strategy

Front-end Development

Back-end Development

UX Design

UI Design

Project team

Jim Yencken: Digital Direction

Peter Binek: UX/UI Design

Jayne Halsey: UX/UI Design

Emerald Cowell: Project Management

Hammy Goonan: Technical Direction

Tom Bredin-Grey: Development

Liam Mullens: Development

Andrew Fiscalini: Animation



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We live and work on the lands of the Wurundjeri people. We acknowledge their ownership of the land and pay our respects to their Elders past and present.

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