Project aim

Bringing Tate Kids into the gallery through experiences where families can play, learn, and spend leisure time together through families art exploration and creativity.

Tate Pen Pals

is a service that brings art education into the home. Children and parents become pen pals with our mascot, Twill, which posts art based activity kits themed around different art periods and artists to engage and educate kids.

Insights from Tate Museum

Activities at Tate Britain for kids include: Story Space; Tate draw; Play studio; Activity| Storyboards; Family tours.

• People aren’t just looking — they’re actively doing things.

• Families use the museum like a creative play space.

• Engagement is self-started and happens in many ways.

Rather than trying to attract families already interested in art to Tate, we chose to bring Tate to families who haven't yet engaged much with art.

Understanding the problem

Based on the Iceberg model by Donella Meadows, we delved into the problem of why people don't come to art museums layer by layer.

Understanding the market

To get close to our authentic users, we did primary research in Bethnal Breen South, which is a dense, diverse part of the London Borough of Tower Hamlets in East London.

• Population of 19,000 people, packed tightly (171 per hectare).

• Multicultural, diverse ethnicities (32% Bangladeshi (6,130), 37% White British (7,126), 11% White Other)

• Majority lower-income families and pensioners

• Average household with dependent children: 4-5 people

We did this street interview for 3 key questions:

1. How important is art to you and your family?

2. What do you value most when choosing activities for your child?

3. What's the scene that occurs most frequently in your family?

And we got 3 key insights:

1. Children's interests and family bonds are the most valued.

2. Parents' answers reflect their ideal vision, which may not align with reality.

3. Parents won' t admit they don' t care about art , even if they genuinely don't.