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New Blood Entry — Clare Newsam

Award: In Book

Graphic Design / 2013

Careful research into the V&A's vision, its cultural and historical context, its current regeneration programme Futureplan, as well as surrounding initiatives such as the recently completed Exhibition Road project, have led me to focus on the core of the Museum's ambition: to connect the public more to the museum and its involvement in London's cultural centre - The Albertropolis. This also fits in well with Prince Albert's original desire to connect the public more with the possibilities of art and craft in the British industrial age. To facilitate the idea of connection I have designed a dot-to-dot design that travels across the hoarding's full length, narrating the history of the V&A, the variety of work they show, and how they are currently improving upon visitor experience. I wanted the public to be able to learn from both a viewing and interactive experience, so I have visualised stories which the audience may not know, remember, or have associated with the V&A. Because of the recent development to Exhibition Road, now a shared space for traffic and pedestrians, I wanted the hoarding to have an impact from both near and far. What may seem like just a large scale dot-to-dot from the other side of the road, is up close, a map of the collection, shaped and ordered into the aesthetic of a childhood puzzle we are all familiar with. It seemed fitting to use the V&A's collection to further the connection, as the architects AL_A explained that the museum's extensive collection inspired many elements of their work in the design for the V&A's new entrance, which the hoarding is there to shield. The hoarding remains 2D, and would be made from a dry-wipe material to ensure the public can continually participate with the connections, using pens which would be provided. The idea of connection and joining can be used in the V&A's broader publicity too – encouraging viewers to connect more with what the museum does, across mediums. This is a significant opportunity for the V&A to unite more with the general public and younger audiences, and can act as an advertisement for the scope of ingenuity and design experience that the museum, and indeed the Albertropolis is known for.

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