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.
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.
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.
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.
"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