The Wellcome Collection, a London museum of medical curiosities, saw unexpected popularity that prompted a £17 million relaunch to expand its facilities and experiences. The museum takes a curious approach focused on inspiring conversations and experiences rather than just displaying objects, helping to attract over 10,000 visits within the first 10 days of its Curiosity Roadshow program.

1. Wellcome Collection
and True North
Business as (un)usual

2. The free
destination
for the
incurably
curious

3. “Unexpected popularity
of London medical
curiosities museum
prompts £17m relaunch.”
The Mail Online
Unexpected
popularity

4. A curious
approach

5. Be part
of our
curious
journey

6. A journey
audiences
join us on

7. With
honest
updates

8. Spaces became
experiences
Spaces became
experiences

9. We helped
Library users
‘survive’

10. We inspired
Curious
conversations

11. 10,672
visits in
10 days
The
Curiosity
Roadshow
was born