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M&S Archive

Creating history for the modern era

The challenge: 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.

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Our approach: The colourful curator

1. Historical immersion

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We conducted a deep dive into the M&S Archive collection, identifying key stories and artefacts that best represented the brand's evolution and cultural significance throughout British history.

2. Contemporary art influence

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We developed a bold new aesthetic inspired by abstract contemporary art movements, creating a visual language that felt both timeless and modern – perfect for bridging M&S' heritage with current brand values.

3. Experimental navigation

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We reimagined the visitor journey through the lens of modern museum design, focusing on creating intuitive pathways that would guide visitors chronologically while allowing for moments of discovery and delight.

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The solution:
History in colour
Refined identity system: Created a clean, modern logo and identity system that respected the heritage of M&S while establishing the Archive as a distinct cultural destination with its visual personality.

Bold colour architecture: Introduced vibrant colour blocking to define different exhibition zones, creating visual waypoints that helped visitors navigate through periods while adding energy to the space.

Dynamic photography treatment: Employed cut-out photography techniques that added depth and dimension to historical images, bringing archival materials to life in a contemporary way that encouraged closer examination.

Graphical navigation elements: Designed a cohesive system of graphical elements to guide visitors through the interactive timeline, making complex historical connections more accessible and enhancing key messaging.

Refined messaging hierarchy: Established a clearly defined content structure with a refreshing tone of voice that balanced educational information with engaging storytelling, inviting exploration and discovery.

Interactive timeline experience: Mapped out M&S' journey from humble beginnings, creating moments of interactivity that allowed visitors to connect personally with different eras of the brand's evolution.
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The results:
 
We’ve modernised the Archive experience, creating a vibrant, warm, inviting destination. The Archive is now ready for the next generation of M&S history, serving as a beacon for innovation both past and future. We couldn't be happier to see the results and our work come to life.
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M&S Archive stills23.jpg
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"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."

Tamsin Thom, Head of Copy & Strategy, Whippet

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