Arts Centre Washington Rediscovers Itself

Do you believe you know how your building is ‘performing’? Let me invite you to think again.

As part of a strategic touring partnership around family programming, Arts Centre Washington (UK) want to create new experiential pathways around its multi-site venue for family audiences. In particular, they wanted families to make cognitive and physical connections between the programme of work on offer (spectating) and the spaces where participation happens (doing, learning, playing and discovering).

Tools such as Touch Point and Customer Journey Mapping helped them deconstruct and forensically evaluate how the venue was performing (architecture, design, orientation, signage, facilities, customer interface and welcome) from the family perspective. A plethora of ideas were developed to craft a more inspiring, welcoming and formative brand experience, with a richer set of touch points and intuitive connectors and pathways around the venue’s many offerings.