Case Study - Tate: Innovation inspires global press coverage
“...a small but mighty exhibition that draws together experts in sound, taste, scent and touch as well as lighting and theatre.” The Guardian
Tate Britain is a popular London destination for art lovers, but it wanted to draw in a wider crowd by "connecting audiences to art". We needed to give people a reason to step outside of their comfort zone, and inside Tate Britain.
Our understanding of tech trends, innovation and newly emerging culture allowed us to create the award-winning, multi-sensory, fully immersive Tate Sensorium. Combining sensory engagement, cool tech and a 120 year-old gallery, we created sparks that captured the world’s attention. Global press coverage and social media chatter spread the word far and wide. Coverage ranged well beyond Tate’s usual press reach, bringing tech and trend publications such as Wired, Fast Company and Contagious, as well as consumer journalists in leading newspapers including The Guardian, The Observer, The Telegraph, The Sunday Times, BBC News, BBC World, The Wall Street Journal and Le Monde.
The result was a sold-out exhibition attracting 4,000 visitors, drawing a considerably younger-than-average audience to Tate Britain. Pleased at the younger demographic our exhibit attracted, the museum extended the experience for an additional two weeks.
The immersive experience
Tate Sensorium posed a big question: can taste, touch, smell and sound change the way we see art? We designed four rooms featuring artworks from the permanent collection. Interrupting the traditional 'white cube' gallery format, we submerged visitors in a world of sensory stimulation, from the smell of hairspray recreated from 1948, to a pattern of dry rain projected on your hand using ultrasound, to the sounds of collage and abstraction.
Visitors wore wristbands collecting biometric data measuring their physical responses to the stimuli. That data was then shared on custom printouts, allowing them to reflect on the experience through their own body’s responses. After the exhibition closed a team of scientists at the University of Sussex took the data for deeper analysis.
“Putting Sensorium together was an artistic and technological feat, involving a star-studded team” - Wired
Design Week - Best Exhibition, 2016. Judges said: “This is a game-changer for experiencing art exhibitions in its use of science and technology. It’s a pathway for the next 100 years in exhibitions.”
IK Prize 2015