Shockoe Institute
The Shockoe Institute is a Richmond, Virginia-based national nonprofit organization founded in July 2024 that operates the 10,000+ square-foot 'Expanding Freedom' permanent exhibit on the history and enduring impact of American racial slavery, complemented by civic-engagement programming, traveling Mobile Learning Labs, and digital resources for general public visitors, educators, and civic leaders.
- Company typePrivate
- Founded2024
- HeadquartersRichmond, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Shockoe Institute does
Shockoe Institute is an independent nonprofit organization headquartered in Richmond, Virginia, founded in July 2024 and dedicated to revealing the evolution of American racial slavery, its enduring impact, and using the lessons of that history to improve civic life. Its core offering is the 'Expanding Freedom' permanent exhibit — a 10,000+ square-foot immersive experience housed within the historic Main Street Station in Shockoe Bottom, organized into seven chronological sections tracing slavery's history and legacy. The Institute layers its permanent exhibit with complementary programming: 'The Lab' for civic-engagement workshops, the 'Shockoe Institute Presents' performance and panel series curated by Founding Artistic Director Leyla McCalla, a virtual book club, a digital 'Our Library' resource, and a traveling Mobile Learning Lab that deploys across Virginia in partnership with sites including Freedom House Museum (Alexandria) and the Jefferson School African American Heritage Center (Charlottesville).
The underlying technology stack combines augmented-reality site tours (a world-first combination of Snap Inc.'s Spectacles AR glasses with ARtGlass storytelling), the Bloomberg Connects multilingual (40+ languages) digital guide platform, and the Institute's own digital library. The organization was built with an $11 million grant from the Mellon Foundation, completed construction in 2025–2026, and officially opened its premiere exhibit in April 2026. The leadership team includes President & CEO Marland Buckner, COO Todd B. Waldo, Senior Consulting Historian Dr. Gregg D. Kimball, and Founding Artistic Director Leyla McCalla.
The business model is nonprofit and donation- and grant-driven. Primary funding is the $11M Mellon Foundation grant for construction and exhibit development, supplemented by individual donations, supporting grants from organizations such as Virginia Humanities, and ticket-based admissions to the timed-entry exhibit (pricing not publicly disclosed). Customers and audiences comprise general public visitors from across the U.S. (including Miami, Chicago and beyond), Virginia high school students and educators (via the Mobile Learning Lab and Design Lab experiences), and civic and community leaders (via panel discussions and partner events). The Institute describes itself not as a museum, think tank, or arts organization alone, but as a hybrid of all three under a 'Learn. Reflect. Act.' framework.
Shockoe Institute firmographics
Firmographics- Name
- Shockoe Institute
- Legal name
- Shockoe Institute
- Website
- https://shockoeinstitute.org
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Shockoe Institute is a Richmond, Virginia-based national nonprofit organization founded in July 2024 that operates the 10,000+ square-foot 'Expanding Freedom' permanent exhibit on the history and enduring impact of American racial slavery, complemented by civic-engagement programming, traveling Mobile Learning Labs, and digital resources for general public visitors, educators, and civic leaders.
- Ownership category
- akta.pro rank
Where Shockoe Institute is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Shockoe Institute business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Donations and Grants: The Institute operates as an independent nonprofit entity funded primarily through donations and grants. The $11 million grant from the Mellon Foundation was the primary funding source for construction and exhibit development.
- Donations: The Institute accepts donations from individuals to support its mission of revealing the enduring impact of American racial slavery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | General admission to Expanding Freedom exhibit |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Shockoe Institute product offering
Product offeringCore offering
Shockoe Institute is a nonprofit cultural institution that operates a permanent museum and immersive educational exhibits at Main Street Station in Richmond, Virginia. Its flagship "Expanding Freedom" exhibit uses augmented reality technology to interpret the history of racial slavery in America, supported by educational programming, guided tours, and digital content delivered through the Bloomberg Connects app.
Product overview
Shockoe Institute is a national nonprofit organization offering a multi-faceted educational and civic engagement experience centered on revealing the enduring impact of American racial slavery. The core product is the Expanding Freedom permanent exhibit—a 10,000+ square-foot immersive experience within Richmond's Main Street Station—augmented by The Lab for interactive civic engagement, the Shockoe Institute Presents programming series featuring artistic and scholarly events, a digital library, and Mobile Learning Lab workshops that travel to schools across Virginia. The organization operates as a unified portfolio combining historical education, artistic programming, and civic action tools.
Differentiator
Problem solved
Functional benefit
Brands
- Expanding Freedom: The permanent exhibit exploring the evolution and enduring impact of American racial slavery
- The Lab
- Shockoe Institute Presents
- Our Library
Products and services
- Expanding Freedom Permanent Exhibit The permanent museum exhibit at Main Street Station in Richmond, Virginia, that uses augmented reality technology (Snap Spectacles and ARtGlass) to interpret the history of racial slavery in America. Targeted at general public visitors, students, and educational groups.
- Educational Programming for Schools and Students Structured educational programs and curriculum-aligned experiences for K-12 schools, colleges, and universities, designed to engage students with the history of racial slavery in America through the museum's exhibits and AR-enhanced experiences.
- Guided Museum Tours Guided in-person tours of the "Expanding Freedom" exhibit and the Shockoe Institute facilities at Main Street Station, providing facilitated historical interpretation for visitors and group bookings.
- Digital Content via Bloomberg Connects App Digital content and interpretive experiences for the Shockoe Institute available through the Bloomberg Connects mobile app, allowing remote engagement with the museum's exhibits and historical narratives.
Quantifiable outcome
- More than 850,000 Black people trafficked from upper south to lower south documented through exhibit research
Companies that use Shockoe Institute
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Shockoe Institute technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Shockoe Institute partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship and minor.
- Local ProjectscoreMulti-disciplinary design studio leading exhibition design. Known for National 9/11 Memorial, Greenwood Rising, and The Legacy Museum. Executive Account Director L'Rai Arthur-Mensah led experience design of the Expanding Freedom exhibit.
- Team Henry EnterprisescoreNational construction firm led by founder Devon Henry, expert in historic revitalizations. Selected as contractor to construct the Institute following City of Richmond agreement.
- BaskervillcoreLocal architecture firm collaborating with Local Projects on design. One of the nation's oldest continually operating architectural firms, founded in Richmond in 1897.
- ARtGlassflagshipPartner in groundbreaking wearable AR tour using Snap Inc.'s Spectacles AR glasses. First in the world to combine standalone see-through AR glasses with ARtGlass storytelling technology for cultural tourism.
- Snap Inc.flagshipProvider of Spectacles AR glasses for immersive touring experiences exploring Richmond's role in America's trade in enslaved people.
- Bloomberg ConnectscorePartnership to launch digital guide on Bloomberg's free arts and cultural app, making the Shockoe Institute accessible for onsite and offsite visitors in over 40 languages.
- Freedom House MuseumminorPartnership for first Mobile Learning Lab Workshop event. Located in Alexandria in a building that trafficked thousands of Black people to the Deep South between 1828 and 1861.
- Jefferson School African American Heritage CenterminorCollaborative Design Lab partnership hosting the Vinegar Hill history experience for students and teachers in Charlottesville.
- Institute for Contemporary Art at VCUminorPartnership hosting Shockoe Institute Presents events including 'An Evening at the ICA' and 'Imagining Solidarity: Afro-Indigenous Futures' featuring live musical performances and discussions.
- 1220 ExhibitscoreExhibition fabrication partner responsible for graphics production, scenic elements, and installation of the Expanding Freedom exhibit.
- ElectrosoniccoreAV solutions provider for the Institute's technical systems supporting the exhibit experience.
- Flux Studio Ltd.coreLighting design partner providing senior and lighting designers for the exhibit environment.
- City of RichmondcorePartner providing the Main Street Station location and selecting Team Henry Enterprises for construction. Mayor Danny Avula has expressed strong support for the Institute's mission.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Shockoe Institute competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights7 records
Customer concentration
Shockoe Institute social profiles
Digital presenceShockoe Institute financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shockoe Institute leadership team
Management profileNumber of profiles
Profiles4 records
Shockoe Institute funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shockoe Institute M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shockoe Institute
What does Shockoe Institute do?
Shockoe Institute is a nonprofit cultural institution that operates a permanent museum and immersive educational exhibits at Main Street Station in Richmond, Virginia. Its flagship "Expanding Freedom" exhibit uses augmented reality technology to interpret the history of racial slavery in America, supported by educational programming, guided tours, and digital content delivered through the Bloomberg Connects app.
Is Shockoe Institute a public or private company?
Shockoe Institute is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Shockoe Institute founded?
Shockoe Institute was founded in 2024. It employs 11 to 50 people.
Where is Shockoe Institute based?
Shockoe Institute is headquartered in Richmond, United States, in the North America region.
How does Shockoe Institute make money?
Two revenue lines are on record. Donations and Grants are the primary driver. The others are donations.
Does Shockoe Institute have an API?
No public API is recorded for Shockoe Institute.