Hungover / Split Up / Big Meeting

The idea was to change the perception of Tate Britain and invite people to experience the gallery on their own terms. We generated 20 different tours: for example, “I'm hungover”, “I'm happily depressed” and “I like yellow”. We also made different posters to promote the idea. Each poster suggested different moods and worked as an invitation to the museum. The posters could be read on train platforms, allowing people to experience a journey in their heads.