The Asian Art Museum (AAM) in San Francisco, US, has announced the launch of its new brand, which will be implemented in phases and aims to "engage a broader audience".

After relocating from Golden Gate Park to the city's Civic Center in 2003, the museum will now shift its focus from presenting works to delivering experiences based on works.

International consulting firm Wolff Olins has worked with AAM to develop the new brand, which has also seen the adoption of a new logo to represent the "museum's bold vision".

Some of the activities and experiences planned for the coming months include Bollywood dancing lessons; ceramic pot throwing; and a "taste of Asian aphrodisiacs".

AAM director Jay Xu said: "Our new brand promises to awaken the past and inspire the next. It means we'll unlock the past for visitors and bring it to life by sparking connections."

Details: www.asianart.org