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OUT NOVEMBER 2026
Every organisation is already a museum.
It has been collecting since the day it started: the phrase a founder repeated until it stuck, the onboarding deck nobody has trimmed in years, the ritual that outlived the reason for it. Nobody chose most of it. It just stayed.
This book holds that collection. Six rooms of artefacts, composite and drawn from real organisations, each one recognisable. You will know them because they are yours, even if they are not exactly yours.
It is not a business book with a framework bolted on. It is an exhibition, and a method for what to do once you have seen what you are carrying.
Come in. We've been expecting you.
About the book
Jenny Theolin introduces The Museum You Carry in her own voice, for anyone who is extra curious…
Book Contributors / Writers
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Jenny Theolin
AUTHOR / FOUNDER
Jenny is the founder of the Museum of Organisational Culture and the creator of Curatology, a new methodology born from 20+ years at the intersection of exhibition design and organisational culture.
Organisations produce culture constantly. Nobody is collecting it. MoOC exists to change that.
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Sophie Shaw
BOOK CONTRIBUTOR
Sophie is the founder of House of Cultural Curiosity, a narrative design studio working at the intersection of culture, community, and human experience. With a background in museums and theatre, she designs experiences for clients including the United Nations and the Natural History Museum London.
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Julian Obubo
BOOK CONTRIBUTOR
Julian is a partner and DEI lead at Manifest, the first PR agency to earn Blueprint status for racial diversity and the first to retain it. He has spent years watching how organisational culture actually forms, and asking who has historically been allowed to shape it.
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Camilla Wallander
BOOK CONTRIBUTOR
Camilla has led Berghs School of Communication for more than a decade, developing the creative talent organisations will need next. She contributes that lens to this project, writing about what art does when it enters the workplace deliberately.
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Gabriella Ringvall
BOOK CONTRIBUTOR
Gabriella is a neuroleadership expert and founder of &thebrain AB who studies what workplaces do to the people inside them. She contributes that lens to this project, writing about what the office is quietly saying.
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John Airaksinen
BOOK CONTRIBUTOR
John is a serial entrepreneur and experience architect who has spent years exploring what happens at the intersection of psychology, creativity and AI. He contributes that lens to this project, writing about the objects that make us think differently.
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Rubens Filho
BOOK CONTRIBUTOR
Rubens is a magician, facilitator and co-founder of Abracademy who has spent years studying what wonder does to the human mind. He contributes that lens to this project, writing about the objects that stop us in our tracks.
Photo: Robbie Quinn
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Peder Söderlind
BOOK CONTRIBUTOR
Peder is a researcher and author of Edge: Create a Curious Organisation (in Swedish) who has spent years studying what curiosity actually does inside organisations. He contributes that lens to this project, writing about what it means to stay genuinely open.
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Joe Macleod
BOOK CONTRIBUTOR
Joe is the founder of AndEnd, the world's first customer ending business, and the author of two books on why endings deserve as much design thinking as beginnings. He contributes that lens to this project, writing about the things organisations leave open that should have been closed.
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Book Contributors / Artists
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Tash Willcocks
ARTISTS-IN-RESIDENCE
Tash is a Manchester-based designer, illustrator, and typographer whose work spans communication design, public art, and education. Her practice is shaped by a fascination with the everyday – noticing what others walk past and making it worth looking at.
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Jozcef Deak
ARTISTS-IN-RESIDENCE
Jozsef (Däjak) is a Stockholm-based digital artist whose work collides pop art, medieval ornament, and everyday observation into something that refuses to stay in one category. His art is guided by curiosity and a deliberate lack of rules.
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Marie Chanteur
ARTIST-IN-RESIDENCE
Marie created and run Wobbly Studio, an art brand and a workshop based in Stockholm.
Her bold and playful work is all about embracing the mundane, poking fun at our imperfections and not taking ourselves too seriously. From silly ceramics to fun illustrations, Wobbly Studio creates happy objects crafted to brighten homes and splash life with joyful colors.
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Stine Persson
ARTISTS-IN-RESIDENCE
Stina is a Stockholm-based illustrator whose work spans advertising, fashion, beauty, and branding. Using ink, watercolour, and cut paper collage, she creates work that is tactile, vibrant, and distinctly her own. Her clients include Nike, Louis Vuitton, Absolut Vodka, and L'Oréal.
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Matt C Stokes
ARTISTS-IN-RESIDENCE
Matt is a Brighton-based illustrator and designer whose work spans editorial, animation, murals, and brand collaborations, blending playful imagery with strong narrative. His practice is shaped by collaboration, versatility, and a craft that moves fluidly across mediums.
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Ben O'Brien
ARTIST-IN-RESIDENCE
Ben is a British illustrator who interprets people and places with colour, energy, and quiet optimism. Inspired equally by graffiti, music, and the contents of a grocery shelf, he finds the extraordinary in the overlooked.
