The paper reviews information and communication technologies as new tools in cultural representation and knowledge management, addresses issues of persuasion and engagement with the new media, explores ways on how to construct three-dimensional interfaces that are easy to use and navigate. These main issues are addressed in discussing the design of cultural interface 'Virtual exhibition of Lithuanian Cultural Heritage' (a Millennium project). Also, the paper reviews new and multi-media as tools in communication and knowledge management and focuses on new media's potentials and challenges, such as virtual realities and cyberculture.