• Transform magazine
  • August 09, 2020


Museum of the Home reinvents itself for 2020 opening

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London’s Museum of the Home – formerly known as the Geffrye Museum of the Home – has undergone a brand overhaul as it prepares to reopen in summer 2020 under its new identity.

The museum reveals the way we live and the many meanings of home over the centuries. Previously concentrating on historical displays, it will now focus on new arrangements, spaces and platforms where people can share ideas.

The museum appointed design consultancy dn&co, which specialises in culture and place, to overhaul its brand. The agency concentrated on a new visual identity that would work across a wide range of events, exhibitions, performances and public spaces, and support the museum as it engages with current narratives related to the home. It developed the brand strategy, name, positioning and identity, and is continuing to work on the museum’s wayfinding programme, due to be completed next year.

Museum of the Home director Sonia Solicari said: “Alongside the transformation of our physical spaces, we have been reimagining the museum’s overall vision, identity and what we stand for. Our work with dn&co has been crucial to this. We are thrilled with the refocused brand proposition to reveal and rethink the many meanings of home. When we reopen, new displays, spaces and diverse personal stories will be a starting point for ideas and conversation about what home means. We can’t wait for our visitors to see and experience the Museum of the Home brand in action.”

Simon Yewdall, strategy director at dn&co, added: “Right from the start of this project we were taken by the museum’s ambition to rethink what a modern museum does and its role in society. The name and brand positioning reflect their renewed and refocused desire to reveal the many different ways in which we live, in order to live better together. It’s an exciting future direction for this beloved museum.”