A Hall of Mirrors?

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For anyone who is unaware, there is an exciting initiative in the works in Glasgow, and it’s called the Kelvin Hall Project. Although still in the planning stage, the outcome of the project will see the city’s iconic Kelvin Hall become a “centre for cultural excellence,” playing home to the University of Glasgow’s The Hunterian, housing its museum and gallery, providing storage for its collection, and allowing for the creation of new onsite learning facilities such as the Centre for Cultural and Heritage Skills and The Hunterian Collections Study and Research Centre. Other partner organisations in the venture are the National Library of Scotland, who will house their Scottish Screen Archive at Kelvin Hall, and Glasgow Life, some of whose Glasgow Museums collections will share storage space with The Hunterian, and will also operate one of their Glasgow Club health and fitness centres there too.

This month I was fortunate enough to be part of this planning process, sitting on a focus group panel regarding the overall branding of the Kelvin Hall site. To my mind the most imperative task, and possibly the trickiest for the designers is fostering a public perception of the Kelvin Hall as an entity wholly the sum of its constituent parts. Because this is the project’s intent, it is a “centre for cultural excellence,” not just a venue for various disparate and unconnected organisations, and that includes the gym.

The inclusion of a gym next to these other three organisations within this “cultural centre” may seem odd to you though, I know it certainly did to me at first. The rationale is there though. Although many Glaswegians remember the building most fondly as the former home of the Transport Museum, the Kelvin Hall is an exhibition space with a rich and varied cultural past, playing home to everything from concerts, the circus, world championship boxing, Boys Brigade meetings and most recently was home to the Glasgow Rocks basketball team. The Kelvin Hall of the future therefore must respect and reflect this heritage. It has always been more than a museum, and should continue to be so going forward.

The greatest logical inclusion for the gym however is that there is already one there. The leisure industry is one of the fastest growing in Britain and the increasing demand for sports facilities of this kind means its removal would prove highly unpopular. The Glasgow Club facilities at Kelvin Hall are closed at the moment and I remember this being met with much grumbling from its patronage at the time. This ongoing swell in gym usage is something the Kelvin Hall is going to need to be careful about however. There are warning signs only a few hundred metres up the road where the University of Glasgow made the difficult decision to bulldoze five, in no way unsuccessful, bars and a nightclub attached to the Glasgow University Union in order to satiate the demand from the student body for more sports facilities.

With the surge in housing developments in its locality and the continuing gentrification of the Finnieston area, demand for the Kelvin Hall fitness suite is likely to be high. The Kelvin Hall must ensure that this demand is not so great that it translates into demand for more space, as has happened at the University. These potentially frustrated gym-goers may feel they are entirely justified in making such a demand given that their council tax money will be funding much of the Kelvin Hall, as well the resplendent peacock that is the Kelvingrove Museum and Art Gallery already looming from directly across the road.

Therefore, it is imperative to my mind that the Kelvin Hall be viewed by the public as a homogenous entity, the sum of as opposed to a random assortment of its constituent parts. The Kelvin Hall must sell itself as a single wide-ranging cultural experience, where visitors can pick and choose their activities and navigate seamlessly between them, rather than a jumbled series of individual introspective attractions, a hall of mirrors, if you will. The absence of a swimming pool makes this even trickier. A pool, like a museum, can be a family activity. What better time in fact for parents to take their children around a museum than post-swim, filled with endorphins and oxygen pumping to their brain?

The theme of this years Museum’s Association conference was “Museums Change Lives,” and the Kelvin Hall being both a museum and a fitness centre certainly adheres to the “wellbeing” element that was discussed in Cardiff this year. The project will also appease naysayers of the idea of museums as communal centres for social change, such as the late Stephen E. Weil who warned against institutions presenting themselves as second-rate alternatives to better suited organisations. The Kelvin Hall would not be a museum attempting to host fitness classes, it would be a museum and a gym at the same time.

The lack of a pool makes fostering this perception of the Kelvin Hall more challenging though, as swimming pool’s are an inclusive activity whereas fitness suites are not. Glasgow Club gyms require users to be aged 14 or over, and therefore exclude one of the key age demographics for Kelvin Hall’s museums. Unable to market its full range of attractions as a homogenised family day out, the project has the tougher task now of convincing individual adult museum-goers and gym-goers alike, that both can be considered as part of the same “cultural centre.”

A strong brand message for the Kelvin Hall is absolutely key to this. Coming back to the Museum’s Association Conference this year in Cardiff, I was fortunate enough to attend a workshop run by Michael Smith of Cog Design. In it, he discussed the thinking and concept behind his company’s much lauded (and deservedly so) rebrand of the The Beaney House of Art and Knowledge in Canterbury, formerly the Beaney Art Museum and Library, and much of it resonates with me now as I think about the Kelvin Hall.

Of particular note is the bold decision to rename the museum. Smith’s reasoning for this was that the Beaney is a unique institution and this needed to be prominently highlighted. By describing the museum as a “House of Art and Knowledge,” visitors would be instantly made aware that a visit to the Beaney offers a different experience to the plenitude of other museums and galleries in the area. The Kelvin Hall is certainly a venue that will boast a similar uniqueness and might do itself a favour to highlight this. As I noted earlier, there is already a vast museum and art gallery literally across the road from it and one might forgive someone for mistaking the Kelvin Hall and Kelvingrove for, at a glance, being two vaguely similar buildings, with less vaguely similar contents, and very similar names.

Smith also discussed how fortunate Cog Design had been in the all-encompassing nature of their design brief at the Beaney. Far beyond simply creating a logo and selecting a colour palate, the company were allowed to design everything from the internal floor plans and way-finding signage to the little male and female signs on the toilet doors. By having a design consistency running through every aspect of the museum, the branding of the Beaney has become less about having a recognisable badge above the front door, and has bestowed upon it a distinct and familiar personality. The Kelvin Hall again, with its seemingly disparate collection of attractions is a venue that would benefit from a similar initiative.

Lastly, the reasoning behind the new logo design for the Beaney was particularly interesting. As you can see in the picture below, the emblem is a large capital “B” with both of its counters removed.

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It is simple, yet incredibly practical. Free from any internal design elements, the blank space within the “B” can then be filled with a variety of different patterns or images. Smith described the logo as being able to act therefore as, “a window” into the Beaney, revealing any and all objects and activities that it has to offer (as can be seen in the image). The Kelvin Hall could undoubtedly benefit from a similarly creative implementation. Without suggesting they copy Cog Design’s idea, but to use it as an example, a similar “window” logo featuring the different elements contained within the venue would both raise awareness of what the venue has on offer, while highlighting the fact they are offered as part of a single “centre for cultural excellence” at the same time.

Clearly this rebrand is far from straightforward, but Cog Design’s work at the Beaney proves that even Kelvin Hall’s unique requirements can be addressed given the right amount of creative thought. Given what I have seen so far, it strikes me that these thoughts currently are focussed too heavily on creating a brand that reflects a “centre for cultural excellence,” when really the necessity should be to shed light simply on what such a centre actually is. Were the Kelvin Hall simply to be the building that houses its contents then maybe the former would suffice, but the idea is for it to be perceived as this homogenous entity, comprised of a variety of cultural organisations. Given the distinct variety of these organisations, the Kelvin Hall will be a confusing concept for some people, so the branding imperatively must be uncomplicated, and if possible, explanatory. The project is a great idea, and that idea must not get lost in a Kelvin Hall of mirrors.

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