Writing a New Verse

The Robert Burns Birthplace Museum, a National Trust for Scotland property, opened its doors back in 2009. We conceived and designed the attraction. After over 10 years of success, the experience is ready for a refresh, to widen its story and to expand the offer as it evolves for its future.

The museum team came to us with an ambitious brief for a new visitor experience masterplan – to boost the site’s commercial performance and to ‘be bolder with Burns’, especially for a younger audience.

We began by building on the most successful elements of the existing experience, while identifying further opportunities to increase visitor numbers and spend. Working in close partnership with the museum team, we outlined a vision that: builds on the original experience, presents a multifaceted offer for a wide range of audiences, takes a layered approach to interpreting the story and creates opportunities for growth in ticket income and/or secondary spend.­ The reimagined visitor experience is inspired by Burns’ famous wit and keen sense of fun. It brings the whole landscape around his birthplace to life – celebrating the place that made Burns who he was.

Our masterplan will inform how the National Trust for Scotland’s develops this site in the future.

Projects are never truly ‘finished’ – trends evolve, society shifts and culture is ever-changing, so our visitor experiences need to change too. This project, and our 15+ year working relationship with the Robert Burns Birthplace Museum, is testament to that.