In a sweeping move that signals its growing ambitions, the the Eames Institute of Infinite Curiosity has announced plans to transform the historic former Birkenstock campus in Novato, California, into a world-class museum for design, creativity, and public engagement. At the same time, the Institute has expanded its publishing arm with two strategic acquisitions: Switzerland’s Lars Müller Publishers and the San Francisco-based William Stout Architectural Books. Together, the developments suggest the Eames Institute is positioning itself as a global cultural powerhouse rooted in the legacy of Ray and Charles Eames.
The museum project, revealed on July 31, envisions turning the 166,000-square-foot modernist campus—originally designed by architect John Savage Bolles for McGraw-Hill in the 1960s—into a dynamic hub for exhibitions, workshops, open studios, public programming, and design education.
The Birkenstock footwear company became the primary tenant at the site from 1994 to 2019, and the Novato landmark has been vacant since 2020. A
Although the campus has been inaccessible to the public for most of its existence, the warehouse structure—with its distinctive saw-tooth roofline—is a beloved local icon. It is a striking and enduring example of mid-century modern design.
Herzog & de Meuron, the acclaimed Swiss firm behind the Tate Modern and the de Young Museum, is leading the design, with local support from San Francisco’s EHDD as executive architects.
“This extraordinary space will enable us to expand our programming and reach a broader audience, while serving as a permanent anchor for creativity and innovation in the Bay Area,” said John Cary, President & CEO of the Eames Institute.
“To share my grandparents’ vision with the world is the honor of a lifetime,” said Llisa Demetrios, Chief Curator of the Eames Institute and granddaughter of Ray and Charles Eames. “Ray and Charles’ boundless curiosity for solving problems through design has been at the core of the Eames Institute’s mission, and this expansion will allow us to share those gifts with our community on an even larger scale.”
A Publishing Powerhouse in the Making
The museum announcement comes on the heels of the Institute’s headline-grabbing acquisition of Lars Müller Publishers, known globally for producing elegant, rigorously edited design, architecture, and art titles. The Swiss imprint, founded in 1983 by graphic designer Lars Müller, has long been a touchstone for design scholars and visual thinkers. Its catalog includes canonical works by Jasper Morrison, Peter Zumthor, and the Eames Office itself.
“This is a monumental step in extending our mission to new audiences,” said Cary, who underscored the alignment between Müller’s editorial ethos and the Eames Institute’s vision of curiosity-driven learning.
The Institute also quietly acquired the rights to William Stout Architectural Books, the legendary San Francisco bookseller and publisher. Stout, a linchpin of West Coast architectural culture for over four decades, was known not only for its rare volumes and deep curatorial knowledge, but for championing obscure and radical voices in design discourse.
With these acquisitions, the Institute appears to be creating a full-spectrum cultural platform—spanning exhibition, education, publishing, and preservation—unlike anything else in the design world.
A Cultural Anchor for Novato and Beyond
Located on an 88.5-acre site, 28 miles north of San Francisco, the future museum will serve as both a destination for design enthusiasts and a community space for locals, including art and design exhibitions, makerspaces and workshops, educational programming, accessible public open space, culinary and retail experiences, and a rotating display of the Eames Collection archives and other major collections.
City leaders have welcomed the project as an economic and cultural boon. “The Eames Institute is creating a destination for residents and visitors to gather, learn and be inspired,” said Novato City Council Member Kevin Jacobs.
Marin County Supervisor Eric Lucan echoed that sentiment: “The proposed museum — a welcome addition to our thriving arts and museum landscape — will serve as an economic catalyst for the region.”
Looking Ahead
Still in early planning phases, the project signals a new chapter not only for the Eames Institute but for design culture in the U.S. With a physical campus, an ambitious publishing program, and the stewardship of one of the 20th century’s most influential design legacies, the Institute is poised to become a defining cultural institution of the 21st century.
A conceptual design by the Swiss architecture firm Herzog & de Meuron includes the adaptive reuse of the mid-century modern warehouse and office building, while transforming the campus into a dynamic and activated public space.
“We are honored to collaborate with the Eames Institute on this Bay Area project — a region which has significantly shaped our practice through key projects including the de Young Museum in San Francisco,” said Simon Demeuse, Partner at Herzog & de Meuron. “Drawing on our expertise of adapting historic structures, most notably the Tate Modern in London, we are thrilled to now help transform this modernist campus into a vibrant public arts destination serving the Bay Area and beyond.”
