Whilst museums warmly welcome visitors who come to use their cafe and shop, the ultimate aim is to engage visitors with collections. The collection at Robert Burns Birthplace Museum, has been described as ‘Scotland’s literary crown jewels’ and has been ‘Recognised’ by the Scottish Government as being of national significance.
Despite this, in a visitor survey carried out at RBBM in March 2015, 52% of visitors were unaware of the Recognised collection yards from where they were standing. More generally, the survey also found that the building and foyer space had an identity problem: 60% of visitors did not think the building looked like a museum and there was a consensus that it did not look like a museum about Burns.
The importance of museum thresholds is an area of burgeoning research, for example Parry, Page and Mosely’s forthcoming Museum Thresholds: The Design and Media of Arrival and in pioneering initiatives such as the Transforming Thresholds project which examines liminal spaces and managing visitor needs.
The new RBBM building, designed by Simpson & Brown and opened in November 2010, has the opposite problem of many classically designed, purpose built museums. It does not look like a ‘typical’ museum, so removes a significant barrier to many ‘non visitors’, but there is not an expectation that this is a building which collects and preserves museum objects. This partially explains why there are low expectations and a low level of awareness of the collection.
In order to tackle some of these issues, a project called Recognising Burns (September 2015 – November 2016) aims to address a low awareness among visitors of there being Recognised collections of national significance within Robert Burns Birthplace Museum, and to tackle some of the wider issues about the building’s identity.
Recognising Burns, funded by Museum Galleries Scotland’s Recognition Fund, aims to tackle the low level of collections awareness in three ways:
Visibility: placing items from the Recognised collection in a public space, making the permanent and temporary exhibitions more visible (online, and by replacing solid doors separating the foyer from the exhibition area with glass doors)
Identification: a mural commissioned for the museum foyer to ‘announce’ the presence of the collection and to identify it with Robert Burns, as well as an artwork outside
Engagement: creating artefact trails from the foyer, staging a significant temporary exhibition, and encouraging greater dwell time in the foyer by installing furniture
This project aligns with two other initiatives which, subject to funding, will run parallel with Recognising Burns in addressing levels of awareness of collections and issues with the museum building’s identity: redevelopment of the museum website, and the creation of an artwork outside RBBM.
The redevelopment of the RBBM website, www.burnsmuseum.org.uk, re-launched in May 2016, had similar aims to Recognising Burns and sought to complement it. There had been a low awareness of collections on the former museum website and little interaction with artefacts. A 12 month £30,000 project, running from autumn 2015, aimed to make the collections more prominent as well as optimising the site for use on mobile devices. This project sought to raise awareness of collections of national and international significance as users cross the museum’s digital threshold.
NTS will be crowdfunding for a major artwork outside the museum to help give the building an identity. Proposals will be welcome which suggests that RBBM is a museum about Robert Burns. A crowdfunding drive will then follow to raise enough money to cover costs.
It is hoped that through improving signage and sightlines, and introducing the collection into the foyer, visitors will be more aware that the building is home to the world’s best collection of Burns treasures. A defining artwork outside the museum and work on rebranding will also go some way to priming visitors to raise their expectations and ‘think Burns’.
For more information on the Recognising Burns project, contact David Hopes on firstname.lastname@example.org or 01292 443700.