The M&S Archive, a permanent exhibition chronicling the iconic British retailer's journey since 1884, had begun to show its age after a decade on display. This rich historical resource, woven into the fabric of UK retail history, needed a contemporary refresh to engage today's visitors while honouring the brand's heritage. M&S sought a creative partner who could revitalise this cultural asset with the respect and innovation it deserved.
Digging into the archive
We took a deep dive into the M&S Archive collection, identifying the stories and artefacts that best captured the brand’s evolution and its cultural significance throughout British history.
Bringing heritage into the present
Inspired by abstract contemporary art, we developed a bold new aesthetic that felt both timeless and modern, creating a visual bridge between M&S’s rich heritage and the brand today.
Reimagining the visitor journey
Drawing on modern museum design, we created intuitive pathways that guided visitors chronologically through the archive while leaving room for moments of discovery and delight.
Giving the Archive its own identity
We created a clean, modern identity system that respected M&S’s heritage while giving the Archive its own visual personality. Bold colour blocking defined different exhibition zones, adding energy to the space and helping visitors navigate through different periods.
Bringing history to life
Cut-out photography added depth and dimension to historical imagery, bringing archival materials to life in a contemporary way. A refined content hierarchy and fresh tone of voice balanced educational information with engaging storytelling.
Making the journey interactive
We mapped M&S’s journey from its humble beginnings into an interactive timeline, using clear graphical navigation to make complex historical connections more accessible and create moments of personal discovery along the way.
The refreshed Archive is now a warmer, more vibrant and inviting place to explore M&S history. Modernised for today’s visitors while celebrating the innovation that shaped the brand, it’s ready to tell the next chapter of the M&S story.
M&S Archive
Creating history for the modern era
Tamsin Thom
Head of Copy & Strategy, Whippet
"This was a dream-come-true project for us. We got to immerse ourselves in a story like no other, and then tell it in a beautifully crafted way. Designers and copywriters, now historians too – that’s why we love what we do."