This thesis investigates the extent to which subtle architectural manipulations influence the implicit affective and cognitive states of the museum visitors, specifically lighting temperature, ceiling height, surface color saturation, and interpretive graphics. This study employs a multimodal experimental design using the Deir el-Medina room at the Museo Egizio (Turin) as a case study, a controlled laboratory experiment was conducted with 30 participants. Subjects viewed high-fidelity renderings of the museum space across five experimental conditions while their physiological responses were recorded using Electroencephalography (EEG) to measure cognitive workload and engagement, Electrodermal Activity (EDA) to measure physiological arousal, and Eye-Tracking to map visual attention and gaze behavior.