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In August 2022, the National Gallery launched Summer on the Square, designed and executed by Household. It was an inclusive and immersive art festival designed to engage with diverse audiences bringing new fans into the fold, as well as exciting existing National Gallery guests and patrons.

The brief was to bring the wonder of the National Gallery’s collection out onto Trafalgar Square for all to enjoy and engage with. This was achieved with a combination of a vibrant brand identity and immersive experiences, merchandise, artful activities, and performances. All together it was an experience that challenged conventional ways of connecting with art, offering visitors the opportunity to interact with the nation’s classics in new and unexpected ways. The event had huge engagement over the course of its three-week run and there are already plans for Summer on the Square 2023.

It represented an entirely new channel through which the brand could tell its story and that of its collection, broadening its relevance and reach to engage a new generation of fans, guests and patrons.