1. SOUTHBANK Celebrate Southbank Centre was built in 1951 to house the Festival of Britain,
and has a long tradition of connecting arts, in sometimes obscure
CENTRE: forms, to people. By 2007, however, it was fragmented, with great
DESTINATION expertise within each of its four venues – Royal Festival Hall, Purcell
Room, Queen Elizabeth Hall and Hayward Gallery – but little to
celebrate the greater whole. Its ambition was to unite these venues
under a new purpose.
Chemistry Wolff Olins helped create a new idea for the organisation. ‘Arts’
new chemistry’ encapsulates the mission to create new types of
relationships across art forms, and new types of relationships –
less static, less one way, with. It means a new kind of venue, in
performances to a stage or audiences to seats. Instead the whole
from mixing pure singular elements to create an ever new series
of outcomes.
Transformative In partnership with the organisation’s new artistic vision, the new
brand is having a transformative effect. Southbank Centre is now
the instigator and producer of events, not just the receiving house.
It attracts over three million visitors annually and produces over
1,000 paid performances of music, dance and literature each year.
The year following the new brand launch saw a 62% increase in
visitor numbers and a 50% increase in income to £38.4 million in
2008. Southbank Centre is Europe’s largest centre for the arts.
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