Maria Negrão

Creative Strategist · Art Director · Exhibition Designer
Team Lead for Strategy, Concept & Implementation

Over the past fifteen years, I’ve worked across every phase of exhibition design process — from the first strategic spark to opening day — which gives me the ability to see the big picture while shaping every detail.

Having taken on roles from designer, creative direction to founder, I’ve learned the value of clear and transparent communication and empathy in leadership, to keeps teams aligned, clients heard, and visitors at the heart of the process. My role has evolved to be a bridge: between strategy and creativity, concept and implementation, goals and the human experience of an exhibition.

This breadth of experience means I can move fluidly between phases — turning a project briefing into a concept, weaving ideas into compelling narratives, or guiding the final execution on-site. It’s a transversal approach that keeps strategy, creativity, and implementation connected, so that every decision reflects both the concept and the visitor experience.

My path began in Lisbon, continued through Austria, and led to Germany, with projects spanning science, culture, and social topics. What keeps me inspired is how each new exhibition brings fresh perspectives, new stories, and new disciplines — and the chance to turn them into spaces that invite curiosity, learning, and connection.

This CV follows a structure of a story.

If you’re short on time and just want a summary,
click here to jump straight to the list of my work experience.

Otherwise, I invite you to read a bit of my journey.

1. Set the Scene & Introduce the Character

Spaces, stories and people - my backbone
Raised between architectural drawing tables and backstage curtains, I’m a Portuguese designer and dancer, shaped by the sea and the people I’ve met along the way. Fifteen years after my first exhibition, I founded Triorama—a studio built on the experiences that came before: working for agencies, co-founding a design collective, leading teams, telling stories through spaces. From the first idea to the last screw—I love designing exhibitions that balance creativity with precise execution and keep every detail on track.

2. Begin the Journey & Encounter the Obstacle

Crossing Borders
I started in product design in Lisbon, but the moment I worked on my first exhibition, something shifted. I had found a form where design followed narrative and interaction inspired learning. My curiosity took me further: I left Portugal, moved to Austria, and enrolled in a Master's in Exhibition Design. I didn’t speak German, didn’t know anyone—but I had found the right place. There, I honed the skill of quickly understanding new topics and translating them into experiences that resonate. During my studies, I designed and opened four exhibitions, learned the language, and discovered how to turn complex curatorial content into engaging, accessible spaces. I was ready!

3. Overcome the Obstacle & Arrive at the Discovery

Stories I Want to Tell
My first job brought me to a Frankfurt agency working on the Kazakhstan Expo. It was exciting, but I soon realized I wanted to tell different stories—ones that sparked empathy and curiosity. So I moved to Hamburg and joined a more content-driven studio. I worked on exhibitions about protected forests, deep-sea biotopes, and girls’ education in Guatemala. Here, I learned to lead projects from pitch to opening, coordinating teams, mediating between stakeholders, and ensuring that budgets, schedules, and creative goals stayed aligned.

4. Pivot Point &
Challenge

Taking the Lead
With two colleagues, I co-founded a design studio in 2021. For three years, we worked through pandemic lockdowns, remote building sites, and tight deadlines. We opened four exhibitions, became specialists in otters, and learned how to run a business, define workflows, and balance creativity with efficiency.
That time deepened my skills in diplomacy, problem-solving under pressure, and maintaining a constructive, solutions-oriented mindset.

5. Finish the Story & Take It to the Streets

New waters
In 2024, I took a year to travel—meeting new spaces, stories, and people.
Now I’m back in Hamburg with Triorama: a design studio open to collaboration and driven by the power of storytelling. Today, I combine strategic thinking, hands-on implementation, and creative translation to design exhibitions as tools for education, empathy, and inclusion—spaces where stories move people.

From Strategy to Opening

I follow the HOAS Framework, a structured approach that breaks a project into seven clear phases: from research and concept, through design and planning, to execution and handover. Why is this important? Because it ensures transparency, keeps clients and teams aligned, and allows creative ideas to stay strong as they move from vision to reality.

Experience Mile Stones

triorama
Studio for Exhibition Design
Hamburg, Germany

February 2025 - today

Founder & Creative Director

June 2021 - December 2024

Co - Founder & Creative Director

studio ntw
Studio for Exhibition Design
Hamburg, Germany

Herrenwies National Park House
Exhibition Design and Creative Direction - HOAS Phase 3-7
Opening on October 2024
Black Forest National Park
Herrenwies, Germany

Otter House
Exhibition Design and Creative Direction - HOAS Phase 3-7
Opening on Summer 2023
Visitor Centre Multimar Wattforum
Tönning, Germany

Competition for "Haus des Waldes"
3rd Place, July 2025
Forst Baden-Württemberg
Stuttgart, Germany

Exhibition Concept for "Biodiversity and Evolution Museum"
Exhibition Design and Creative Direction - HOAS Phase 2-3
2023/2024
Göttingen University
Göttingen, Germany

July 2016 - March 2021

Senior Exhibition Designer &
Senior Art Director

Kunstraum GfK mbH
Hamburg, Germany

Family Space 54 "Thousand Worlds"
Exhibition Design - HOAS Phase 1-4
Opening on January 2025
Humboldt Forum
Berlin, Germany

Exhibition Concept for "Botschaft der Wildtiere"
Exhibition Design and Creative Direction - HOAS Phase 2-3
August 2021
Deutscher Wildtier Stiftung
Hamburg, Germany

Competition Landesgartenschau Rheinland-Pfalz 2022
1st Place, July 2021
Germany

July 2015 - July 2016

Kunzberg GmbH
Frankfurt am Main, Germany

Exhibition Designer
Freelance Exhibition Designer

Portugal and Austria

Exhibition Set-up Team Coordinator

Art Gallery Kulturzentrum bei den Minoriten
Graz, Austria

September 2011 - June 2015

March 2013 - June 2015

Selected Projects

Exhibition Concept "Biodiversity and Evolution Museum"
Pitch Creative Team, Exhibition Design and
Art Direction - HOAS Phase 1
2019
Göttingen University
Göttingen, Germany

Exhibition Concept for "Botschaft der Wildtier"
Pitch Creative Team, Exhibition Design and
Art Direction - HOAS Phase 2
2019
Deutscher Wildtier Stiftung
Hamburg, Germany

Travel Exhibition "Mission 2030"
Pitch Creative Team, Exhibition Design and
Art Direction - HOAS Phase 1-7
Opened on Februar 2020
Plan International
Osnabrück, Germany

Visitor Center Hiddensee Island
Pitch Creative Team, Exhibition Design and
Art Direction - HOAS Phase 1-7
Opening on Summer 2020
Vorpommersche Boddenlandschaft National Park
Hiddensee, Germany

Visitor Center "Let Nature be Nature"
Pitch Creative Team, Exhibition Design and
Art Direction - HOAS Phase 1-7
Opened since December 2018
Hünsruck-Hochwald National Park
Hunsrück, Germany

Ruhestein National Park Center
Exhibition Design - HOAS Phase 2-4
Opening on Summer 2021
Black Forest National Park
Schwarzwald, Germany

Traveling Exhibition "Faszination Mensch"
Exhibition Design and Project Managment - HOAS Phase 3-7
Opening on October 2016
Germany Tour: October 2016 until 2021

2017 Expo Astana "Exhibition Floors for Sphere Pavilion"
Exhibition Design - HOAS Phase 1-3
Opening Juni 2017
Frankfurt, Germany

Exhibition “GALAXY XXI: the future of comics is now”
25º Amadora's International Comics Festival
Exhibition Design and Art Direction - HOAS Phase 1-7
September - October 2014
Amadora, Portugal

Exhibition "Saint- Étienne Design meets Graz"
Exhibition Design
(re-adaptation)
Opening July 2014
Cité du Design, Saint-Etienne, France

Exhibition "Saint- Étienne Design meets Graz"
Exhibition Design and Art Direction - HOAS Phase 1-7
Opening June 2014
Designmonat Graz, Austria

Traveling Exhibition "AUS WEG LOS!"
Exhibition Design and Art Direction - HOAS Phase 1-7
February - September 2013
VinziDorf
Graz, Hartberg, Leoben, Leibniz and Oberwolz, Austria

Exhibition "Pöllau 850 Jahre"
Exhibition Design and Art Direction - HOAS Phase 1-7
Opening February 2013
Pöllau, Austria

Exhibition "Peanuts 60 Years"
22º Amadora's International Comics Festival
Exhibition Design and Art Direction - HOAS Phase 1-7
Opening October 2011
Amadora, Portugal

Various Exhibitions
"NICHTVONMENSCHENHAND",
Bertram Hasenauer and Eduard Winklhofer
"SEELENWÄSCHE",
NINA Kovacheva, Lena Knilli, Till Velten, Julia Krahn, ILA, Amadeus Regucera – mit Claudia Schink, Ronald Kodritsch, Peggy und Thomas Henke, Madeleine Dietz, Johanes Zechner
"OBJECTS OF MEMORY",
Shimon Lev
"JA JA JA, NEIN NEIN NEIN!",
Werner Hofmeister
"WORT und WANGE",
Johanes Zechner
"NICHT BEI TROST",
Franz Dodel
"DE LUCE",
Claudia Schink

(MA) Exhibition Design, FH Joanneum, Graz, Austria
September 2012 - July 2014

(Erasmus) 2 semesters at the University of Applied Arts Vienna,
with Prof. Hartmurt Esslinger, Austria
September 2006 - July 2007

(Diplm.) Product Design, Lisbon University of Applied Arts, Portugal

September 2003 - July 2008

Academic Qualifications

Languages

Portuguese
Native speaker

English
Professional working proficiency

German
Professional working proficiency

Spanish
Conversational Proficiency

HOAS is a structured framework that defines seven distinct project phases, guiding a construction or design project from the initial concept through planning, execution, and final handover.

Phase 1 - Research and Concept Sketch
Phase 2 - Concept Design
Phase 3 - Design Development
Phase 4 - Execution Planning with Detailed Specifications
Phase 5 - Assistance in the Procurement and Open Calls Process
Phase 6 - Construction and Technical Supervision & Coordination of Implementation
Phase 7 - Handover Process, Documentation & Commissioning

https://www.vera-verband.org/hoas/