THE GRAND TOUR
Next the Gallery asked us to help raise awareness of the permanent collection and to highlight the technology services of sponsor, Hewlett-Packard.
Our response was to turn the brief on its head. Rather than trying to bring an audience to the Gallery, we decided to take the Gallery to the people.
We hung 44 life size high-resolution prints in replica frames around the streets of Covent Garden, Piccadilly and Soho, creating a Grand Tour of the collection.
Each site was hand picked to complement the painting and carried a plaque to highlight details about the piece communicated in everyday language. By upholding the integrity of the paintings (in terms of reproduction and hanging) and by creating an opportunity to encourage Londoners to engage with the collection, the core strategy of the National Gallery brand was powerfully brought to life. By stopping Londoners in their tracks and compelling them to connect and engage with the paintings, 92% of audiences felt the Gallery would be an inspirational place to visit.