Madame Tussauds has this week appointed Landor Associates to redesign its exterior signage and windows.
The consultancy will revamp the attraction’s signage and wayfinding system to make it more functional and develop a greater sense of ‘theatre’ for visitors. The exterior windows will be revamped in terms of what they have on show to increase the emotional experience for visitors.
The consultancy will begin by reviewing the attraction’s competitors in the leisure industry. ‘That is what the strategy will be founded on. We won’t be researching stakeholders or interviewing visitors as Madame Tussauds has that information,’ says Landor Associates client director Andrew Welch.
The work does not include interior signage and there is no fixed launch date. However, the project is on a ‘fast-track programme’, according to Welch.
‘We are reviewing the entire exterior signage system. We will establish, under the issues of clarity, an efficient wayfinding system and imbue each point of contact with a greater sense of theatre. We are meeting the functional needs with the emotional and intrigue needs of visitors,’ says Welch.
‘The window treatment will be the greater contributor to the emotional experience. The approach is to make the visitor experience more interactive and more emotional. This is about building the emotional content of the Madame Tussauds brand,’ he says.
The consultancy won the work following a four-way credentials and strategic pitch.
‘We’re totally redesigning the exterior and also designing a pre-show area as we’re not having people lining up outside the building any more It has to look good for people passing by, says a Madame Tussauds spokeswoman.
The attraction, which has sister museums in Amsterdam, Las Vegas and Hong Kong, appointed a new UK marketing director in January.