William Morris Gallery
Designer, craftsman, and socialist William Morris is one of the outstanding British figures of the 19th century, yet there were few visitors to his childhood home, now the William Morris Gallery in Walthamstow. After its refurbishment, Kallaway was tasked with relaunching the gallery as a world-class visitor attraction and also use this as catalyst to reframe Walthamstow as an emerging destination. Our “Revealing Morris” campaign celebrated the vision of Walthamstow’s most famous son and introduced him to a new generation. We worked closely with Grayson Perry, whose Walthamstow Tapestry provided the first temporary exhibition, and hosted a Pre-Raphaelite-themed launch party for 160 influencers from the arts, design and media. We maintained interest with campaigns around temporary exhibitions throughout the year including working with Jeremy Deller for the UK opening of English Magic and David Bailey’s for East End Faces. We also put in place a visits programme for overseas media. The re-opened gallery attracted 100,000 visitors during its first year – a 500% increase - and won Art Fund Museum of the Year. Walthamstow is now recognised as a creative hotspot.
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“Kallaway’s launch of the William Morris Gallery delivered considerable media coverage and record visitor numbers. It also resulted in critical acclaim for our work and sparked a renewed interested in Walthamstow as a creative hub.”
Lorna Lee
Head of Cultural and Community Services, London Borough of Waltham Forest
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