In modern society, the cultural environment of which is characterized by researchers as ‘emotional capitalism’, there is a transformation of both the goal-setting of various fields of utilitarian arts and the subjects of design creativity. The tendency to integrate art methods into the practice of creating museum expositions is becoming noticeable. This article analyses the means of artistic expression, which emerges in the projects as non-standard elements of the functional and imaginative structure of the exposition. The research evaluates the role of these elements in the process of forming the object-spatial composition and organizing of viewer’s perception. The analysis explores the peculiarities of related belonging of these elements to the technologies of exhibits presentation, exhibition equipment and conceptual decorations.