Nadine Ober-Heilig develops a construct that makes the impact of experiences describable and measurable for strategic design, and based on this, the relevance of experiences for important museum goals has been examined. Furthermore, the strategic significance of museum architecture for the impact of experiences is explicitly captured for the first time. It is shown, among other things, that experience-conscious interior architecture generates a stronger overall experience effect for the museum, regardless of the form of exhibition design.