Museum exhibitions are designed to tell a story; this story is woven by curators and in its context a particular aspect of each exhibit, fitting to the message that the story is intended to convey, is highlighted. Adding new exhibits to the story requires curators to identify for each exhibit its aspects that fit to the message of the story and position the exhibit at the right place in the story thread. The availability of rich semantic information for exhibits, allows for exploiting the wealth of meanings that museum exhibits express, enabling the automated or semi-automated generation of practically countless stories that can be told. Personalization algorithms can then be employed to choose from these stories the ones most suitable for each individual user, based on the semantics of the stories and information within the user profile. In this work we examine how opportunities arising from technological advances in the fields of IoT and semantics can be used to develop smart, self-organizing exhibits that cooperate with each other and provide visitors with comprehensible, rich, diverse, personalized and highly stimulating experiences. These notions are included in the design of a system named exhiSTORY, which also exploits previously ignored information and identifies previously unseen semantic links. We present the architecture of the system and discuss its application potential.