The London Design Museum is set to move to Kensington as part of a drastic £80 million revamp, which will see leaving its current home at Shad Thames near Tower Bridge, and setting up shop in its new skin by 2016. The museum will triple in size once it arrives at its new home in the former Commonwealth Building, providing the opportunity to widen its appeal and double its visitors to 500,000 a year. It will also be given a completely fresh visual identity. The interiors of the building are also being given a complete redesign by the architect John Pawson, and the museum is working with Cartlidge Levene to develop new signage, and Morag Myerscough to create the exhibition design.
The £80 million revamp will see the museum leaving its current home at Shad Thames near Tower Bridge
Gravity Road has been appointed to create the launch campaign for the new museum, but at the time of writing, a design consultancy had yet to be appointed. Gravity Road were appointed following a competitive pitching process, which also included The Beautiful Meme and 101. Creature London were also involved at one point, but decided to pull out of the process. The announcement comes just a week after Gravity Road hired new managing director Katie Lee, who joined the creative content agency from Leo Burnett, where she held the same role. The appointment is thought to mark the beginning of a longer term relationship between the museum and Gravity Road, who will support all of the museum's advertising and marketing campaigns going forward.
Gravity Road has been appointed to create the launch campaign for the new museum
The pitch panel included founder Sir Terence Conran, director Deyan Sudjic and Sir John Hegarty (of BBH fame), who is a trustee in the museum. Hegarty said that, though they were working with a limited budget, they were “Looking for an idea that launched the new space, establishing the museum globally as the worlds definitive Design Museum.” He and his fellow panel members felt “Gravity Road presented an idea that did just that,” and said “The museum is really excited to be working with them on developing their thinking.” Sudjic added that they were “Charmed by Gravity Road,” because they understood what the museum was trying to achieve, and made it clear that “This wasn't going to be just another job for them.”
The announcement comes just a week after Gravity Road hired new managing director Katie Lee
Gravity Road founder Mark Eaves, added; “This isn’t just a great new win for Gravity Road, but a matter of professional pride and passion,” and says he is “Thrilled to be embarking on the journey to 2016 with Deyan and the team.”
