Permian Basin Petroleum Museum – Defining the Vision
The Permian Basin Petroleum Museum in Midland, Texas is dedicated to the history and legacy of the early oil industry in one of the world’s most famous oil-rich regions. Its collections cover the full story of oil energy, from the first days of exploration to its global impact in the 20th century.
ARC’s approach was to tell the story as the first modern energy transition—from coal and steam to oil as the dominant energy source. The aim was to connect the past to the present, highlighting both technological innovation, as well as the social and economic impact of energy transition.
Research, Content Development & Storytelling
ARC’s research for the project involved an extensive exploration of historical materials, interviews with oil industry veterans, and in-depth on-site visits. The goal was to immerse the team in the real stories of those who had been a part of this historic energy shift.
Conversations with experts provided critical insights into the challenges of early oil exploration, allowing ARC to frame this historical transition in the context of today’s evolving energy landscape.
Visitor Journey
The museum redesign transformed the visitor experience into an immersive exploration of the Permian Basin’s role in the global energy story.
The storytelling was driven by a human-centred approach—focusing on the technological advancements and the social impact of the oil boom. The historical comparison with the current energy transition created a powerful, relatable narrative that linked the past with future energy needs.
ARC’s strategic approach ensured that the visitor journey was interactive, engaging, and educational. The use of archival materials, human stories, and expert interviews helped create a dynamic learning environment that kept visitors engaged from start to finish.
Bringing the Story to Life
A key feature of the museum’s redesign was the integration of multimedia elements, which brought the energy transition story to life. ARC worked with Jack Rouse Associates (JRA) to create an experience that was both informative and compelling. The museum used interactive displays, immersive ‘rides’ and personal stories to highlight the challenges and triumphs of early oil pioneers.
Special exhibits were designed to demonstrate how early oil exploration is linked to the current push for renewable energy, making the museum’s message both timely and relevant.
A Narrative Linking Past and Present
ARC’s work with the Permian Basin Petroleum Museum successfully framed the history of oil exploration within the broader context of energy transition.
By focusing on the people, technologies, and societal changes that shaped the oil industry, ARC created a museum experience that was not just about the past, but also about understanding the future of energy.
This project highlighted the importance of viewing energy history through a lens of continuity—showing how today’s efforts toward renewable energy can be understood considering the challenges and achievements of the past. The museum now stands as a model for how to use history to inspire future energy innovation and collaboration.
Exploring the first modern energy transition
