The project aimed to enhance Sisal’s widespread museum by drawing from the collective memory of its customers. Through research activities involving surveys and interviews, the connections between people and the brand were analyzed, turning these insights into a living heritage to be shared. This process led to the creation of a phygital experience that allows users to book a free museum visit while also exploring memories transformed into interactive 3D environments. The true key to success was the use of memories as the central narrative thread: a way to tell Sisal’s story over the years in an immersive and engaging way, making every visitor an active part of the storytelling and transforming individual memory into a collective experience.