Comprehensive review of visitor experience, rethinking how this major international arts venue attracts different audiences, the experience they get and how they engage with the things they encounter.
Work included plotting visitor journeys, exploring how visitors engage with the collections and temporary exhibitions, making the most of the sculpture garden and outdoor areas, engaging audiences with the architecture of a major international architect and uncovering opportunities for increasing earned income.
Also audited public programme, membership value and pathways, entrance, reception area, shop, café and wayfinding. Fed into museum re-branding, including mapping how it works on the ground.