Case study

Reinventing a museum for the 21st century

Helping London's Design Museum prepare for new audiences and a bigger building

After 25 years in its Thameside home, the Design Museum had reached its limits. Its future lay in a new location with triple the space. We guided the museum through the process of rediscovery that set the course for its HLF-funded move to Kensington.

Our relationship with the Design Museum began when we won a competitive pitch to review its content and interpretive strategies. They liked what we did and invited us to delve deeper into its purpose and audience, to look at the fundamentals – what it collected and why.

Our work focused on new audiences (historically 70% were specialists; the target for Kensington was 70% non-specialists) and gave the museum the direction it needed to win HLF funding for a move. We've also helped other visitor experiences – Glenfiddich Distillery in Speyside and the Institute of Imagination – reconsider their audiences and proposition.

From Now On – what we did:
Experience masterplanning, content and interpretive strategies, curatorial consultancy

Daniel Charny, Dee Halligan, Tom Wilson

2009 - 2014 


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