In 1997, the opening of the Guggenheim Museum Bilbao drew eyes from all over the world. Frank Gehry’s swirling metallic forms reflected the complexity of the collection inside, and celebrated the industrial past of the city. Now, a total rethinking of the museum’s iconic lobby has turned a mirror back onto a revitalized Bilbao. The lobby rethinking involved two discrete projects that integrate with spectacular effect. The first dramatic addition is a new immersive orientation experience that puts visitors at the center of the city’s cultural heritage and industrial beginnings. A small gallery was transformed through the installation of finely-adjusted mirrored walls that multiplies the space 14 times, turning 1,400 sq.ft. into 14,000 sq. ft., 300º screening room. Visitors are treated to a 6-minute film that uses archival imagery, motion animation, and bespoke soundtrack of local percussions instruments to create a truly immersive experience of architecture, art, and history. The second addition is a series of improvements to the lobby itself. The initial architectural design was conceived for a number of visitors that doubled over the years, that led the Museum to rethink its space and services. We devised a more visitor-friendly ticketing flow reshaped by a surge in online ticketing over the past decade, the introduction of digital signage that offers visitors a preview of the museum’s shows for the first time, and a self-service audio guide.