The Victoria and Albert Museum has appointed E3 to create microsites for two of its major exhibitions this autumn after holding two four-way pitches. It’s the first time the museum has appointed a single agency to deliver two concurrent projects. The double win will also see E3 set up a dedicated V&A team to work alongside the museum on future projects.
The Golden Age of Couture exhibition will explore one of the most glamorous and remarkable decades in fashion history while The Art of Lee Miller exhibition will celebrate the work and life of one of the most original and creative photographers of the 20th century. As well as offering an insight into the exhibition itself, the microsites will also offer the V&A a number of ways of interacting with its online audience including the opportunity for visitors to upload personal stories, anecdotes and memories, and video clips.
Managing director of E3 Stuart Avery said, “The web is playing an increasingly important part in the whole exhibition experience and we’ll be using a variety of new techniques to engage with visitors. We shouldn’t view microsites as just another marketing tool but try and maximise their potential as an extension of the event or exhibition itself, a way to extend the experience and look at ways to engage the audience in a completely different way.”
This is the V&A’s fourth consecutive of appointment of E3 to develop its exhibition microsites and comes just months after the agency created a site to support the V&A’s Surreal Things exhibition back in March.
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