Successful Exhibitions: What is the Modern Day Museum Visitor Looking For?
We’re a nation of art lovers, from culture vultures to explorers, and the just plain curious. The UK is home to a wealth of art and culture, so it’s not surprising we’ve embraced the opening up of cultural organisations since the COVID pandemic.
The Week in Art podcast describes how, for some museums, visitor numbers have almost recovered back to 2019 figures, but, unfortunately that’s not true for all. The Tate Modern is still down a third of visitors versus 2019 and the National Gallery is worse still at just over 50% down on 2019 numbers (2023). There’s been a huge amount of progress over the last two years but there’s still a way to go for some organisations. Fewer international visitors, security measures and entry fees, layered on to a cost of living crisis have, and still do present barriers to entry.
So, what can Museums do to increase footfall and engagement? The traditional approach requires updating, and the inevitable embrace of new technologies and digital engagement will be the key to success for some. There’s also a bigger demand from audiences and they expect more. They want to be entertained, educated, feel a connection and leave with a positive lasting impression.
Van Gogh at St Mary’s Church, York.
David Hockney at the Lightroom, Kings Cross. Photography: Justin Sutcliffe
Reference www.lightroom.uk/whats-on/david-hockney
Immerse
A developing trend amongst exhibitions is the immersive experience. David Hockney’s Bigger & Closer (not smaller & further away) at the Lightroom (2023) uses large scale vibrant projections to create a visual spectacle of the artist's 60-year career. This coupled with an operatic score, makes for a truly stimulating experience.
A similar approach can also be found at Van Gogh’s The Immersive Experience at St Mary’s Church, York (2023) although perhaps more dreamy and enchanting in nature. At the end of the exhibition, there is also a VR experience where you can walk through Van Gogh’s seminal works and be transformed into the subject matter itself. An educational transcript plays throughout, sharing insights and the inspiration behind each piece.
Titanosaur, The Natural History Museum. © The Trustees of the Natural History Museum, London
BBC Earth Experience, The Daikin Centre.
Reference www.bbcearthexperience.com
Interact
To drive long term audience growth and engage the emerging generation of museum lovers there needs to be a focus on families and children, with a more entertaining and interactive approach. The BBC’s Earth Experience (2023) opened at the Daikin Centre last month, a stunning immersive experience, with additional interactive features. The exhibition focuses on the natural world across our seven continents, narrated by the wonderful David Atttenborough. The subject matter is perfect for engaging young audiences, children are innately curious and excited by nature and wildlife. It's also a powerful way to educate its wider audience on the climate crisis and show what we’re at risk of losing if we don’t act.
The Titanosaur exhibition at The Natural History Museum (2023) is aimed at five-year-olds and above and features the biggest ever known living being to walk the earth. It’s designed like a pop up book with illustrations, bespoke archways and animations to encourage interaction and explore the sheer scale of the dinosaur, leaving the audience in awe.
Yayoi Kusama at Factory International, Manchester. Courtesy Factory International.
Reference www.factoryinternational.org
Yayoi Kusama at Factory International, Manchester. Courtesy Factory International.
Reference www.factoryinternational.org
Entertain
Yayoi Kusama’s You, Me and the Balloons (2023) exhibit launches at Factory International, Manchester in June and is set to be playful and psychedelic, a feast for the eyes and senses. This will no doubt be a show stopper, a beautifully curated exhibit that really entertains and pulls the audiences in. Kusama’s recent collaborations with Louis Vuitton have catapulted her into the spotlight, creating a curiosity and desire for more. Her work is visually striking, provocative and transformative, it’s got the power to make a huge impression!
Museums and galleries need to continue to push the envelope and improve the nature of their exhibits and programs to fulfil their audiences desires and keep visitors coming back. Whether it’s an immersive, interactive or an entertaining approach, it's clear design plays a huge part in delivering a successful exhibition. It can help to bring a subject to life and give authority and impact to the message being conveyed. It can also add a playful and entertaining approach and help to deliver a concept in an engaging way.
If you’d like to learn more about how illustration and supergraphics can elevate your exhibits, click here to find out more.
