The Wellcome Collection describe themselves as London’s ‘free destination for the incurably curious. They were about to begin a multi million pound redevelopment project, extending within the building and creating more galleries and spaces to explore.
The work was to take just over 12 months, during which time the collection will remain open. We were approached to devise a communication campaign for the development project to help communicate their plans whilst still attracting visitors to the venue during the considerable disruption.
As there was going to be no avoiding the scale of disruption we decided to tackle it head on and use it as a positive. Appealing to the curious nature of the audience we invited visitors to be part of this ‘curious journey’ and to experience the development project – warts and all.
Rather than hide the disruption, we made a feature of it by being open and honest with visitors and inviting them to explore for themselves.
Work produced at True North.