Portfolio · 20+ Years

Interpretive
Exhibition
Design

Biography

Designing
Experience

Eric O’Toole is an exhibition designer, educator, and academic administrator whose career has been shaped by a conviction that the best learning happens through direct, engaging experience. For over three decades he has worked at the intersection of design, narrative, and informal education, creating environments that move people both intellectually and emotionally.

His practice began at the Brooklyn Children’s Museum, where he spent seven years as Exhibits Manager and Senior Designer, designing and fabricating interpretive, hands-on learning environments focused on culture and science. During that tenure he led the design of the museum’s first nationally travelling exhibitions, a formative experience that shaped his understanding of how design can carry a story across contexts and audiences.

In 1998 he co-founded Exhibit A Design Group, a Brooklyn-based exhibition design studio that became one of the most respected in its field. Over twenty years, the studio completed projects for cultural institutions, national parks, children’s museums, and corporate clients across the country, including the Smithsonian National Museum of the American Indian, the Intrepid Sea, Air and Space Museum, the NYC Police Museum, the Pittsburgh Children’s Museum, and multiple National Park Service sites from Oregon to Georgia. The studio’s work was grounded in the belief that strong narrative, well-chosen artifacts, and thoughtfully designed experience are inseparable.

In parallel, Eric has maintained a continuous teaching practice at Pratt Institute since 1993, now spanning more than three decades. He has taught across the curriculum of the Graduate Communications Design and MS Packaging Design programs, developing courses in Exhibition Design, Creative Code, Biomaterials, Sustainability, and Experience Design, among others. He served as Program Coordinator for the MS Packaging Design program, leading a full curriculum revision and the program’s first formal assessment process. In 2022 he was appointed Assistant Dean of the School of Design, where he leads curricular development across the school, chairs the Curriculum Committee, and oversees the School of Design’s annual 40,000 sq ft graduating student exhibition.

Eric holds a Bachelor of Industrial Design with honors from Pratt Institute and a Master of Fine Arts in Interactive Digital Arts with distinction, also from Pratt. His MFA thesis explored physical computing and robotics, developing kinetic sculptural forms that respond to visitors’ presence, deepening his understanding of how emerging technology can create more meaningful experiences in informal learning environments. He is a member of AIGA.

His professional work has been complemented by sustained engagement with the broader field: he has chaired sessions and presented at the Mid-Atlantic Association of Museums, the British Interactive Group Annual Conference, the Association of Youth Museums, and the Museum Education Roundtable, and has served as a peer reviewer for Bloomsbury Publishing and as a juror for the ADF & PCD Package Design Competition.

"We believe a project team needs to have talent and heart."

Exhibit A Design Group, founded 1998

Exhibit A Design Group, which Eric co-founded in 1998, built its practice on the conviction that truly successful exhibitions are the product of intelligent, loving processes that never lose sight of the audience. The firm brought together professionals in exhibition design, graphic design, education, audience research, interpretive development, and project management, organizing bespoke teams around the specific demands of each project. Over two decades the studio completed work for museums, cultural institutions, and National Park Service sites across the US and in Europe, earning a reputation for experience-driven work that paired strong narrative with engaging artifacts and hands-on discovery.

Roles

Assistant Dean, School of Design, Pratt Institute
Associate Professor, Pratt Institute
Co-founder, Exhibit A Design Group
Multi-disciplinary Design Consultant

Expertise

Exhibition & Interpretive Design
Interactive Experience Design
Environmental Graphic Design
Physical Computing & Robotics
Curriculum Development
Sustainability in Design
Project & Studio Management

Education

MFA, Interactive Digital Arts, Pratt Institute, 2013
BID with honors, Pratt Institute, 1989
Extended studies, Early Childhood Education, Bank Street College, 1993

Selected Clients

Smithsonian National Museum of the American Indian
Intrepid Sea, Air and Space Museum
National Park Service (14+ sites)
Pittsburgh Children’s Museum
Brooklyn Children’s Museum
NYC Police Museum
Yeshiva University Museum
Timex Corporation
Roanoke Island Festival Park
Brooklyn Historical Society
Kohl Children’s Museum
Lied Discovery Children’s Museum
Staten Island Children’s Museum
Vermont Folklife Center

Academic Practice

Teaching,
Learning,
Service

Teaching is a multi-faceted undertaking. Every semester holds the potential to provide a set of challenges never experienced before. After nearly thirty years in the classroom, I still find each semester frequently presents itself as if it were my first, and that is precisely what I find so engaging about it.

One of the most persistent challenges in teaching design is resisting the impulse to be an art director. As a practicing designer who frequently guides more junior designers, the instinct is to tell students directly what needs to change. As a design educator, you must commit instead to the slower, more demanding process of guiding rather than giving direction, so that students build their own understanding of the language of design.

I think of myself as a collaborator, an educator, and a student, in equal measure. The majority of work I have produced over my career has been in collaboration with others. I have learned that design, in my practice, is in service of a greater goal: to communicate, to educate, to protect, or to repair. My years working in informal learning environments at the Brooklyn Children's Museum taught me that effective design requires understanding not just how people physically interact with a space, but how they process that experience cognitively and emotionally. That understanding has shaped everything I have brought into the classroom since.

Design education extends throughout a designer's career. Students must leave with the tools to pursue lifelong learning. Design is a social practice: collaboration and empathy are critical skills. And design is communication with intent, where every decision has a reason and a good designer can articulate why they made the choices they did.

I have been teaching at Pratt Institute since 1993, a relationship spanning more than three decades. I currently serve as Assistant Dean of the School of Design, a position I have held since 2022, while maintaining my role as Associate Professor in the Graduate Communications Design / MS Packaging, Identities and Systems Design program.

As Program Coordinator for the MS Packaging program, I led a comprehensive curriculum revision that repositioned the degree from a traditional focus on containers to packaging understood as a system of overlapping design disciplines. This expanded definition opened the curriculum to a broader, more contemporary multi-disciplinary design education. I also initiated the first formal assessment process for the program, co-designing methodology, tools, and a final report in collaboration with Dr. Gaia Hwang.

As Assistant Dean, I lead curricular development across the School of Design, chair the Curriculum Committee, oversee faculty hiring and review processes, and plan and produce the School’s annual graduating student exhibition, Pratt Shows: Design, which occupies 40,000 square feet and draws students from the Schools of Design, Art, Architecture, and beyond.

Current Position

Assistant Dean, School of Design
Associate Professor, Graduate Communications Design

Courses Developed

DES-609A Exhibition Design
DES-637 Creative Code
DES-634 Sustainability and Design
DES-659 Biomaterials (with Jean Brennan)
DES-658 Cross-Disciplinary Sustainability Studio (with ID faculty)
DES-657 Materials and Methods

Teaching Since

Pratt Institute, 1993 to present
Fashion Institute of Technology, 2007
Bank Street College of Education, 2001, 2002

Sustainability has been a central thread of my academic work since I began serving as Departmental Sustainability Coordinator in 2018. What began as a knowledge gap became a sustained research commitment: integrating circular design principles into both curriculum and creative practice.

In collaboration with Karol Murlak from the Industrial Design department, I co-developed and co-taught a cross-disciplinary course responding to the problem of single-use plastics from take-out food entering New York’s waterways. The course was sponsored by the New York State Department of Environmental Conservation. Student prototypes and interpretive content were exhibited in “The Future of Takeout” during Design Week in Times Square, receiving coverage including a mention in National Geographic.

I have explored biomaterials including mycelium and food waste as alternative packaging substrates, and authored an elective course introducing students to this emerging space. I have served as a coordinator for Pratt Earth Action Week across five semesters, organizing panels, workshops, and exhibitions on sustainability themes.

I also contributed design services to a multi-year NEH-funded research project led by faculty from Pratt’s Department of Math and Science: developing a Life Cycle Assessment Tool for cultural institutions, including website design, tool design, case study templates, and the beginnings of a travelling exhibition.

I have consistently developed new approaches to skills delivery and studio culture. I organized workshops with outside specialists covering product photography, 3D modeling, and 3D printing, and personally led hands-on sessions in vacuum forming, mold making, woodworking, metalwork, sewing, and model making for graduate students across multiple departments.

During the pandemic, I developed a library of video tutorials, allowing instructional content to reach students remotely and to persist beyond any single class session. This “flipped learning” approach, in which lecture and demonstration content is delivered as pre-packaged video, proved more effective than traditional lecture formats and has been integrated into Creative Coding, Structural Packaging, and Packaging Design courses on an ongoing basis.

I also led the evolution of midterm and end-of-term review structures for the MS program, introducing peer review components, clearer formats, and a more explicitly empathetic framework for critique. I actively solicited feedback from students and faculty to improve each iteration, treating the review itself as a designed educational experience.

Institutional

Assistant Dean, School of Design, Pratt Institute — 2022 to present
Program Coordinator, MS Packaging, Identities and Systems Design — 2016 to 2022
Chair, School of Design Curriculum Committee — 2018 to 2021
Departmental Sustainability Coordinator — 2018 to 2022
Middle States Accreditation Committee — 2022 to present
Coordinator, Pratt Shows: Design — 2018 to present
Chair, Department Peer Review Committee — 2019
Faculty Advisor, Barnes and Noble Partnership — 2015 to 2016
Faculty Advisor, Lipton Sun Orb — 2013
Faculty Advisor, WSJ125 — 2014
Faculty Advisor, Parks for the People (Van Allen Institute) — 2012

External

Chair, "Developing Interactive Components for EVERY Type of Museum" — Mid-Atlantic Association of Museums, 2008
Panelist, "Making Meaning: Creating Timeless Exhibits" — Mid-Atlantic Association of Museums, 2006
Panelist, "Pushing Your Buttons" — British Interactive Group Annual Conference, England, 2004
Panelist, "Encouraging Creativity" — Museum Education Roundtable, Washington DC, 2005
Seminar Instructor, "Inter-generational Audiences" — Bank Street College of Education, 2001, 2002
Peer Reviewer — Bloomsbury Publishing, 2018
Juror, Package Design Competition — ADF and PCD Shows, 2017, 2018, 2019
Advisory Board Member — ADF and PCD Shows, 2018, 2019
Reviewer — Graduate Portfolio Days at Parsons, Art Institute of Chicago, New York Academy of Art

Get in Touch

Let’s Work
Together

Phone
Location
156 Dean St, Brooklyn, NY 11217
Institution
Assistant Dean, School of Design
Pratt Institute, Brooklyn, NY
Send an Email →

Consulting Services

Exhibition Masterplanning
Interpretive Content Development
Interactive Experience Design
Environmental Graphic Design
Physical Computing
Website Design
Branding & Identity
Project Management

Professional

AIGA Member
Mid-Atlantic Association of Museums
ADF & PCD Juror
Bloomsbury Publishing Peer Reviewer