26

02

26
Imagemakers Interpretive Design & Consulting April 2009

26

26

03

Contents:
All Go at Gateshead City heritage centre A Welcome Vision On the pilgrims route Future Forward Museum plans for a radical town Epping Branches Out Tales of a London forest Public Art, Historic Houses, A Museum and other stories all on the Drawing Board

Putting an economic value on interpretation

When the manager of a shop located in Chesters historic Rows was asked whether the setting affected her business, she described how the period interior was a strong selling point.
Visitors entered the shop to look at the historic features and were converted to potential customers; others came in for the merchandise and spent time looking around the building. The recognition that helping people explore Chesters heritage can deliver real economic benefits led to the city council instigating an ambitious interpretation masterplan. This project is funded by the Northwest Regional Development Agency and is part of Chester Renaissance, a revitalisation programme building on Chesters past with the aim of making it a must-see European destination by 2015. The masterplan is a framework which sets design parameters for interpreting the public realm of central Chester and has involved working with architects, landscape architects and urban planners to achieve a holistic scheme.

One of the main themes of this issue is the work weve been doing as part of much wider creative and technical teams. The project at Chester where we delivered a first rate plan through liaising with architects and urban planners is a prime example of this, but there are several others described in these pages, including schemes for Epping Forest, Heaton Hall and Walsingham.

26

04

26

05

The city has a wide range of heritage features, each with different stories which can be interpreted through a range of media. The Rows, for example, are Britains earliest and arguably most beautiful shopping arcade, situated at the geographic and economic heart of the city. Our proposals included an interactive sculpture depicting the Rows in medieval times, laser projections, interpretive street theatre and plaques. The design and location of these elements are critical in enticing visitors to further explore the history, shops and restaurants of the Rows.

The plan was informed by a huge amount of upfront research, including a benchmarking exercise of other cities, evaluation of future audiences and meetings and workshops with a wide group to determine themes and how they should be interpreted. Throughout the process, we have worked closely with Paul Hyde, Chester City Councils Heritage Interpretation Officer, who said This has been a big and complicated project since we think it is a first for a city such as Chester. We are particularly pleased at the external perspective brought by Imagemakers that has helped define what is needed to be must-see.

Refresh & renew

Regular readers may have noticed some changes in the overall design of this newsletter. Weve come up with a fresher style which will be reflected in all our print materials and on the website. Its not the only new direction we are taking.
Increasingly, we are being approached by commercial organisations to help them get their messages across to their customers. Now, more than ever before, its crucial for these organisations to retain and build on their customer base. While competitive pricing helps, building closer relationships with local communities is a more sustainable way of keeping the customer (and shareholder) satisfied. We believe the key is interpretation and this has certainly been proved by the exhibition we recently designed for Severn Trent Water, which has changed customer perception and behaviour. While well continue to work in the heritage sector, we are also looking forward to fresh challenges working with these new clients.

We are particularly pleased at the external perspective brought by Imagemakers that has helped define what is needed to be must-see.
Left to right: Gateway panel, Zone sub-hub, Park panel & Zone panel

26

26

07

Gateshead revival
As one of Gatesheads oldest buildings, St Marys Church has borne witness to many social, cultural and industrial changes.
Situated above the quayside, it has seen this rural area transformed by coal mining and the growth of industries fuelled by the coal. As people streamed in from near and far to work in these new industries, the population exploded, and the small market town became a sprawling industrial borough. Residents old and new adapted to the changing face of Gateshead. St Marys, regarded as the towns Mother Church, welcomed all. The aim of Gateshead Heritage@ St Marys is to give access for everyone to Gatesheads rich and changing history, through formal and informal learning opportunities. At the same time, the heritage centre has to be a flexible space which can be used for major events and functions. Among the solutions we came up with were free standing bespoke mobile units, which create a timeline interpreting the changes in Gateshead from Roman times to today through graphics and interactives. The units incorporate coloured glass to mimic the stained windows once present in the church and inject colour into the space. They also replicate the shape of the graceful archways in the church. Other elements include an audio-visual with footage of the historic characters featured in the timeline mixed with images, and CD ROM games exploring the lives of Victorian residents. The scheme has been well received, according to Anthea Lang, Local History & Heritage Manager: This was not an easy project. Our building is Grade 1 listed and there were a number of restrictions on what could be done. Also, the fact that the building not only serves as a heritage centre but also as a civic function space meant that all installations had to be moveable. Imagemakers provided us with some really interesting design concepts and worked hard to provide us with what we needed. Customer and council feedback since we opened has been very positive.

Appropriately, the church is now at the heart of a new development by Gateshead Council to celebrate the areas heritage and the ongoing regeneration of the quayside.

26

08

26

09

Pilgrims have been making their way to the shrine at Walsingham in Norfolk since the 11th century.

A faithful few continued to visit, but the trickle became a flood in the last century when the shrine was restored and once again pilgrimage to Walsingham became a regular feature of Christian life. Recognising some visitors today need help in understanding the concept of pilgrimage, the Anglican Shrine of Our Lady of Walsingham commissioned us to create inspiring interpretation for a new welcome centre. Central to the exhibition is the pilgrim road, an installation which charts pilgrimages to Walsingham down the centuries and leads to a miniature of the holy house. To prepare people for their visit, we designed a series of graphic panels about the shrine, accompanied by scrolls and books which explore the story in greater depth, and a touchscreen. The interpretation has achieved its objectives: Imagemakers got inside our vision of the Welcome Centre and helped us bring it to fruition in a way that speaks to both the first-time visitor to Walsingham and the experienced pilgrim said Gill Austen, Retail and Heritage Consultant, They listened and understood our complex and often conflicting requirements and accepted the sensitivities of working with deeply held beliefs. With Imagemakers expertise, we have been able to make the historical and religious aspects of the Shrine accessible to all visitors, and present them in an aesthetically beautiful way.

People have made their homes at Jarlshof on the southern tip of Shetland for over 4,000 years.

Above: Holy house, touchscreen & display graphics

The shrine was founded by a Saxon noblewoman, who was instructed in a vision of the Virgin Mary to build a replica of the holy familys house in Nazareth. Walsingham became known as Englands Nazareth and pilgrims flocked to the Shrine of Our Lady, until its destruction in 1538.

Imagemakers got inside our vision of the Welcome Centre and helped us bring it to fruition...

As each group of settlers moved in, they altered or built around the houses abandoned by the previous occupants. Neolithic houses were succeeded by a Bronze Age village which in turn was replaced by an Iron Age broch. This was followed by wheelhouses, then a Norse longhouse, a medieval farmstead and finally a 17th century lairds house. The sequence of stone structures is now one of Europes most important archaeological sites.

The changes wrought over time by its many settlers make Jarlshof a complex place to understand. We were asked by Historic Scotland to design an interpretation scheme which would help visitors discover the layers of history held in the stones. The series of panels follows a sequential route around the site, focusing on the different types of buildings and how people used them. Illustrated reconstructions with cutaways depicting internal details and life going on within, contemporary photographs and archive images explain Jarlshof through the ages. Each panel is linked to an audio tour and the style echoes the interpretation in the adjacent visitor centre. We also designed a welcome panel which sets the whole site in context.

Historic Scotland

The pilgrim road

Changing times

26

10

26

From private passion to public space

If only the walls of Manchesters Heaton Hall could talk, what tales they would have to tell...
They could relate how the house was rebuilt by a fashionable 18th century architect and decorated by some of the finest artists and craftsmen of the period. Of how the Egerton family used the halls grand interiors and parkland setting to reflect their passions and to entertain and impress the rich and famous, supported by a retinue of servants. And how changing fashions, fortunes and society led to the hall and park becoming a much-loved place for public enjoyment. Our proposals revolved around the key characters whose inspiration, aspirations and tastes shaped Heaton Hall and to present them in ways relevant to all. Personally-tailored experiences of the hall can be achieved through careful layering of content and innovative use of new media, such as Mobitour, Bluetooth and technology which allows visitors to find out more about a particular character as they explore the hall, via scan stations triggered by bar codes. Other suggestions included an interactive touch table representing an imagined work desk of the architect and a Grand Tour interactive highlighting the influences and items which were brought back to Heaton. The plan evolved through research, internal consultation and evaluation with the local community. Moira Stevenson, Head of Manchester City Galleries, commented: Working with Matthew Jones of Imagemakers to develop the interpretation strategy for Heaton Hall was a very positive experience. He was receptive to ideas from Galleries and Leisure staff and worked in a very collaborative way to develop the interpretive plan. Matthew also played an active role alongside staff and other consultants at a focus group where proposals were tested. We hope that the funding application will be successful and we can go on to realise the interpretation in the Hall.

Top left: Bluetooth talking portraits Top right: Scan the bar code for information about your character Bottom: Example of scan station in situ

Working with Imagemakers to develop the interpretation strategy was a very positive experience.
Since the walls are dumb, other means must be found to pass on the stories of this Grade 1 neo-classical building. We were commissioned by Manchester City Galleries to draw up a visitor experience and outline interpretation plan to be incorporated into a larger bid for funding.

26

12

26

Radical stories
Each of our towns and cities has their own special character, whether derived from their history, architecture or perhaps their setting.
The key to Bedford is in the people who have shaped the town from its earliest times. Bedford is a radical progressive town, whose notable residents have included the reformers John Bunyan and John Howard. It has a history of welcoming immigrants whose knowledge and skills have benefited the towns industries, including Flemish lace makers in the 16th century, Italians who came over in the 1950s to take jobs in the brickworks and South Asian and Eastern European workers. Today, Bedford is one of the most ethnically diverse towns in Britain. The museum grew up from objects assembled by former pupils of Bedford Modern School and the collection now covers all periods of human activity in the county. In line with this, the scheme we proposed is object led, supported by graphics, audio-visual, interactives and audio. The first gallery sets Bedfords history in context with a timeline, incorporating a multilayered A/V map table, where each layer relates to a period in the towns history and the associated display in the museum. The following galleries explore trade and industry, ideas and ideals, and aspects of life, juxtaposing the old with the new for example religious beliefs in Anglo-Saxon times alongside modern South Asian wedding dresses. The design and interpretation plan was commissioned by Bedford Borough Council as part of a major project to redevelop the museum and adjacent galleries, which lie at the heart of Bedfords cultural quarter.

Top right: Ideas & Ideals Gallery Bottom right: Trade & Industry Gallery

The key to Bedford is in the people who have shaped the town from its earliest times.
How this great melting pot of people has created and contributed to Bedford from Anglo-Saxon times to the present day was the thematic approach for a design and interpretation plan for Bedford Museums four galleries.

26

14

The Peoples Forest

Epping Forests survival as a much loved open space is due to the historic rights of ordinary people and how those rights were championed by the City of London Corporation.
When large areas of the Forest were enclosed, the City of London Corporation joined forces with the commoners and succeeded in fighting these enclosures through an 1878 Act of Parliament, which appointed the Corporation as Conservator of Epping Forest a responsibility it still holds today. This rich history and the Forests importance as a diverse wildlife habitat are the focus of the Branching Out project, which aims to conserve, enhance and interpret Epping Forest. We were commissioned to draw up detailed proposals for an interpretation centre and to produce artwork for the interpretation panels planned across the Forest. Our solutions included graphics incorporated into timber structures resembling the pollarded trees which are such a feature of the Forest, a City of London interactive desk and sculptures. Laura Lawson, the Branching Out Project Officer said: Imagemakers were committed from the outset to delivering messages that the community would like to hear. Their attendance at our largest annual event, Forest Festival, helped them to gain an understanding of the local people and Forest users. We also outlined suggestions for Queen Elizabeths Hunting Lodge, a Tudor Hunt Standing, based around the social etiquette of the royal hunt.

The Drawing Board

Whats up and coming...
Client: Liberty Properties PLC Project: Chester HQ Content: Designing interpretive art installations on an archaeological theme for the new high profile mixed use development being built within the City Walls. Among the installations will be an underground recreation of Roman ruins, visible through a viewing hole set in the central piazza of the development. Client: Northern Ireland Environment Agency Project: Roe Valley & The Ness Content: Two exhibitions for two different sites one exploring how the River Roe creates habitats and landscapes and powered industries on its journey from source to the sea, and the other for a visitor centre in The Ness, a newly created country park. Interpretation will include interactives, aerial photography and graphics. Client: Nottinghamshire Wildlife Trust Project: Attenborough Mobitour Content: A four layered audio tour of this nature reserve which is renowned for its wildfowl. The Mobitour will include information about the latest bird sightings which will be recorded and updated regularly by staff and volunteers, who have been trained in using recording equipment and techniques by Imagemakers sound engineer. Client: Carmarthenshire Heritage Regeneration Trust Project: Llanelly House Content: Working with architects and historians towards restoring this important Georgian house and bringing it back to the heart of the community. The interpretive plan we are researching and writing will be incorporated into an HLF bid for funding. Client: City of Gloucester Museums Service Project: Gloucester City Museum and Art Gallery Content: Working with the curatorial team to create a scheme which tells the chronological story of the city in a family-friendly way. The commission includes devising sample graphics and concepts to complement the teams ideas and developing costings. Client: Forestry Commission Scotland Project: Glen Affric Content: An interpretive plan for one of Scotlands most iconic glens and the surrounding area. Glen Affric attracts visitors from all over the world and the challenge here is to devise interpretation that does not impinge on the landscape they have come to see. Client: Northmoor Trust Project: Energy Bus Content: Designing interpretation about reducing energy use to combat climate change for this travelling classroom, which tours schools in Oxfordshire.

Over four thousand years of human activity has shaped the forest. It has always been a vital source of fuel and seasonal food for local people and a place to graze animals. Its designation as a Royal Hunting Forest in medieval times confirmed these commoners privileges. During the 19th century, the Forest increasingly became a place to escape from industrialised working lives; people would pour out from the city in charabancs or even walk barefoot to spend a day at leisure in the fresh air.

26

02

Consultancy: Interpretive strategies & plans Access plans Audience development plans Training plans Marketing plans Evaluation studies Funding packages Community consultation programmes Tailored training Implementation: Museum galleries Visitor centres Interactives Outdoor displays Public art Literature Multimedia & audio-visual Websites Mobile phone & MP3 tours

FSC info

Imagemakers Interpretive Design & Consulting

e: enquiries@imagemakers.uk.com w: imagemakers.uk.com

The Old School Sticklepath Okehampton Devon EX20 2NJ UK t: +44 (0)1837 840717 f: +44 (0)1837 840186

Suite 8 Portland Business Centre 81- 85 Portland Street Leith Edinburgh EH6 4AY UK t: +44 (0)131 5530038 f: +44 (0)131 5530039