Abstract : This research has been oriented by an ethnographic approach of Museu Afro Brasil, aiming to sum up aspects to consider about the concept and the ideas of afro of this institution. This concept, that guides the curatorial conception in the Afro Brasil, has revealed itself as a particular imagery, composed by an arrangement of all source of object categories. Toghether with art installations and scenographic elements they communicate the afro to the public in a wide and open to interpretation way. Following the Museum's routine has also permitted to realize that this afro transcends the curatorial narrative, once it moves around its workers' political vision transmitted to the public, specially perceived on its educators' activiities. To retrace steps, both the Museum's creator Emanoel Araújo, and the concepts that were part of the Museum's conception in his previous exhibitions, has helped us to understand the process that led to the afro institutionalization. Tracing these steps has also been useful to comprehend how this notion is being built today, as a creative collective process.