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Tate Case Study

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  • 1. TATE: CHANGING Four destinations In the 1990s, the Tate Gallery at Millbank had opened new sites in Liverpool and St Ives, and formed a breathtaking new ambition: to HOW WE SEE create a huge new modern art gallery at Bankside power station in London. And Tate wanted to make all four sites into something new: not traditional institutions, but exciting destinations. Look again, With help from Wolff Olins, Tate reinvented the idea of a gallery – think again from a single, institutional museum, with a single, institutional view, to a branded collection of experiences, sharing an attitude but offering many different ways of seeing. The new Tate would become a part of everyday national life, democratising without dumbing down. Wolff Olins created the Tate brand, under the idea ‘look again, think again’: both an invitation and a challenge to visitors. Instead of the confusing ‘Millbank’ and ‘Bankside’, we named the London sites Tate Britain and Tate Modern to signal what kind of art people would suggesting the dynamic nature of Tate – always changing but always website, publications and shops. Seven years on, we helped Tate refresh its vision for the decade ahead. Visitors tripled From the day it opened, Tate Modern was a huge success, attracting double its target visitor numbers, and becoming the most popular modern art gallery in the world. As the Observer wrote in May 2005, Tate ‘has changed the way that Britain sees art, and the way the world sees Britain’. After seven years, Tate’s overall annual visitor numbers had tripled, to 7.7 million. Tate Modern has one of the youngest global Wolff Olins +44 20 7713 7733 major gallery in the UK to establish a distinct brand appeal. +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.

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