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V&A:                    Out of the
                             attic
                                     The Victoria and Albert Museum in London is the world’s largest
                                     museum of art and design. As it approached its 150th birthday,
RENEWED                              the museum had become dusty and introverted – acting more as
                                     the nation’s attic than its original role, an inspiration to contemporary
                                     designers. The V&A’s new director, Mark Jones, set out to change all
                                     that. He launched a hugely ambitious programme called FuturePlan
                                     to revitalize the V&A’s buildings and redisplay its collections. Alongside
                                     this renewal Wolff Olins was asked to update the V&A’s brand.

                     V&A presents    We reinvigorated the V&A’s sense of purpose, moving it from a
                                     museum to an art and design brand that operates on a world stage.

                                     fragmented organization. And we designed a new visual identity
                                     in which the familiar V&A logo, designed by Alan Fletcher in 1989,
                                     appears large but in the background, suggesting the V&A’s role
                                     as presenter, inspirer and impresario. Following this design work,
                                     the V&A launched a programme to update its ways of working,
                                     called CulturePlan.

                        20 million   The refreshed brand, launched in autumn 2002, immediately helped
                          visitors   shape the V&A’s programming, including successful shows on
                                     Versace, Vivienne Westwood and black British style. Visitor numbers
                                     went up, membership doubled, and the V&A started to attract
                                     completely new sponsors, like the furnishing store Habitat, keen
                                     to be associated with the V&A’s new spirit of creativity. By 2009,
                                     2.5 million people were visiting the V&A in person, 34% more than
                                     in 2002. Much more dramatically, website visitors from across the
Wolff Olins                          world had risen from 1.6 million to 20 million: the V&A had become
                                     a global art and design brand.
+44 20 7713 7733
+1 212 505 7337
+9 7144 01 9581
www.wolffolins.com                   © 2009 Wolff Olins Limited. All rights reserved.

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V&A Case Study

  • 1. V&A: Out of the attic The Victoria and Albert Museum in London is the world’s largest museum of art and design. As it approached its 150th birthday, RENEWED the museum had become dusty and introverted – acting more as the nation’s attic than its original role, an inspiration to contemporary designers. The V&A’s new director, Mark Jones, set out to change all that. He launched a hugely ambitious programme called FuturePlan to revitalize the V&A’s buildings and redisplay its collections. Alongside this renewal Wolff Olins was asked to update the V&A’s brand. V&A presents We reinvigorated the V&A’s sense of purpose, moving it from a museum to an art and design brand that operates on a world stage. fragmented organization. And we designed a new visual identity in which the familiar V&A logo, designed by Alan Fletcher in 1989, appears large but in the background, suggesting the V&A’s role as presenter, inspirer and impresario. Following this design work, the V&A launched a programme to update its ways of working, called CulturePlan. 20 million The refreshed brand, launched in autumn 2002, immediately helped visitors shape the V&A’s programming, including successful shows on Versace, Vivienne Westwood and black British style. Visitor numbers went up, membership doubled, and the V&A started to attract completely new sponsors, like the furnishing store Habitat, keen to be associated with the V&A’s new spirit of creativity. By 2009, 2.5 million people were visiting the V&A in person, 34% more than in 2002. Much more dramatically, website visitors from across the Wolff Olins world had risen from 1.6 million to 20 million: the V&A had become a global art and design brand. +44 20 7713 7733 +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.