Tom McGuinness Exhibition

The National Coal Mining Museum for England approached us to help curate an immersive exhibition celebrating the life and work of Tom McGuinness. At the heart of the brief was a single, powerful piece, 'Children Playing in the Street of a Durham Pit Village', and a clear ambition to reimagine it for a gallery setting in a way that felt authentic, respectful, and alive.

The challenge was to transform a static artwork into a multi sensory experience. One that honoured Tom’s journey from coal miner to artist, captured the spirit of working class life in Durham and beyond, and connected with a broad audience, all while working within a realistic budget. This was not about recreating the piece. It was about extending it and giving visitors a way to step inside the world Tom painted.

We started on site, studying the artwork in the archives and understanding the exhibition space in detail. From there, we developed a creative approach that blended projection, animation, sound and spatial design to bring the piece to life.

Using high resolution captures of the artwork, we introduced subtle, stop motion inspired animation, breathing movement into characters, streets and mining scenes while staying true to Tom’s distinctive style. This was layered with rich sound design, built around an original monologue from Tom sourced from the museum’s archives. Ambient audio such as children playing, footsteps on cobbles, birds and street noise added depth, placing visitors right inside the scene.

The physical space became part of the storytelling. We extended the artwork beyond the frame, reimagining sections in Tom’s style across the gallery walls. Key quotes from his monologue were integrated into the environment, allowing visitors to read and hear his words at the same time. Small, thoughtful details such as transforming his signature into street signage helped ground the experience in authenticity.

To broaden engagement, we introduced interactive elements for younger audiences, including a hopscotch installation inspired by the painting and a magnetic play wall where visitors could recreate scenes using Tom’s characters. These sat alongside the core exhibition and supported additional digital and educational experiences delivered by the museum.

The result is a richly layered, immersive exhibition that delivers impact far beyond its footprint. It celebrates Tom’s work in a way that feels both contemporary and true to its roots, earning strong feedback from visitors, the museum, and Tom’s family alike.

We didn’t just showcase the artwork. We brought people inside it, turning a single painting into a living, breathing story that audiences can see, hear and feel.

01
Discovery
We define the challenge, understand the context, and align on a clear creative direction through research and collaboration.
  • On-site visit to the National Coal Mining Museum for England to review artwork and space
  • Workshops to define vision, audience and outcomes
  • Research into the life and work of Tom McGuinness
  • Early concepts balancing ambition, story and budget
PLANNING
WORKSHOP
RESEARCH
02
Concept & Prototyping
This stage turns early thinking into tangible concepts that can be refined and validated.
  • Defined art direction rooted in original artwork
  • Explored projection, animation and spatial ideas
  • Tested stop motion inspired animation style
  • Shaped sound design approach using archival audio
IDEAS
PROTOTYPES
SPACE PLANNING
SOUND DESIGN
03
Production
We design, develop and craft the final experience, bringing all creative elements into reality.
  • Prepared and digitised artwork for large scale use
  • Animated characters and key scenes from the painting
  • Built layered sound design with narration and ambience
  • Created expanded visuals and gallery wall content
  • Developed interactive hopscotch and magnetic play elements
DIGITISATION
ANIMATION
SOUND DESIGN
04
Installation & Impact
We deliver and activate the experience in situ, ensuring everything works seamlessly and lands with impact.
  • Installed projection, audio and spatial experience on site
  • Integrated storytelling across physical and interactive zones
  • Supported exhibition rollout and wider engagement activity
  • Delivered an immersive visitor experience
  • Achieved strong audience and stakeholder reception
INSTALLATION
DELIVERY
ON-SITE SUPPORT
01
Discovery
  • On-site visit to the National Coal Mining Museum for England to review artwork and space
  • Workshops to define vision, audience and outcomes
  • Research into the life and work of Tom McGuinness
  • Early concepts balancing ambition, story and budget
PLANNING
WORKSHOP
RESEARCH
02
Concept & Prototyping
  • Defined art direction rooted in original artwork
  • Explored projection, animation and spatial ideas
  • Tested stop motion inspired animation style
  • Shaped sound design approach using archival audio
IDEAS
PROTOTYPES
SPACE PLANNING
SOUND DESIGN
03
Production
  • Prepared and digitised artwork for large scale use
  • Animated characters and key scenes from the painting
  • Built layered sound design with narration and ambience
  • Created expanded visuals and gallery wall content
  • Developed interactive hopscotch and magnetic play elements
DIGITISATION
ANIMATION
SOUND DESIGN
04
Installation & Impact
  • Installed projection, audio and spatial experience on site
  • Integrated storytelling across physical and interactive zones
  • Supported exhibition rollout and wider engagement activity
  • Delivered an immersive visitor experience
  • Achieved strong audience and stakeholder reception
INSTALLATION
DELIVERY
ON-SITE SUPPORT