Tate Britain: 500 Years of Stories

Tate Britain, a British art museum, used the stories behind its paintings to make art accessible to everyone, particularly those who otherwise felt alienated by art and its associated culture.

Campaign details

Brand: Tate BritainClient: Tate BritainAgency: Grey Group London

Summary

Tate Britain was struggling to get enough people through its doors. Despite a founding mission of making art accessible to everyone, it had become a haunt for the informed middle classes.

The people we wanted to reach weren't interested in art. They didn't understand it, and the culture surrounding it made them feel inferior.

This case study is about a planner who felt the same way; how they found something to unlock it and used it to make art feel relevant to themselves and...

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