A programme of visitor-facing change at this major international art museum.

We conducted a comprehensive review of the visitor experience, rethinking how the venue attracts different audiences, the experience they get and how they engage with the things they encounter.

Work included plotting the visitor journey of different audiences; exploring how visitors engage with the collections and temporary exhibitions; making the most of the sculpture garden, outdoor areas, natural landscape and nearby attractions; engaging audiences with the architecture of a major international architect; uncovering opportunities for increasing earned income.

We audited the public programme, membership value and pathways, entrance, reception area, shop, café and wayfinding. We fed into museum re-branding, including mapping how it will work on the ground.