The consultancy has been appointed to develop a sitespecific campaign entitled You Are Here, to highlight the museum’s new £20m Galleries of Modern London, which are set to open in spring 2010.
NB Studio was appointed to the work in July, after beating Cog Design, Hoop Associates and Consultants in Design in a paid creative pitch held in May.
The galleries, designed by architect Wilkinson Eyre with exhibition design carried out in-house, will tell the story of London and Londoners from the Great Fire of 1666 to the present day. They will house major installations including a new illuminated showcase for the Lord Mayor’s Coach.
Vicky Lee, Museum of London marketing manager, says the brief for NB Studio was to create a campaign that would work across billboard, print and online touchpoints, as well as create a media profile for the new galleries.
She says, ‘We wanted something with strong visual material, but we also wanted a campaign that would work well in the press, and would become a talking point and work as an ambient marketing campaign.’
Using the museum’s collection of art, photography and illustration, NB Studio is creating a site-specific campaign, elements of which include a poster using photographer Bill Brandt’s image of Elephant & Castle Tube station during the Blitz (pictured), which will be shown at the Tube station itself.
Alan Dye, creative director of NB Studio, says, ‘People on the platform will be able to look to their left and right and see where people were sheltering.’
There is also a plan to put ten installations in place across the capital, including a poster of the Skylon tower on the South Bank, and an installation in Trafalgar Square featuring a painting of the Poll Tax Riots.
Planning permission is being sought for these installations, with an aim to have them in place by March 2010, according to Lee. She adds that the print elements of the campaign could start to roll out this year, with digital elements, possibly including a viral campaign, to follow as soon as a digital consultancy has been hired.
MUSEUM OF LONDON
- The new £20m Galleries of Modern London are set to open in May 2010, designed by architect Wilkinson Eyre, with exhibition design by the Museum of London’s in-house design team
- NB Studio is working on a campaign which could include up to ten site-specific installations across the capital
- A new identity for the museum, created by Coley Porter Bell, was launched in October 2008