Wallace Collection

Motivation

A number of visitors have mentioned the Wallace Collection as part of their day trips in north London, which challenges our previous assumption that the Wallace Collection may be considered a hidden cultural heritage site in London. This observation raises further questions about the appeal of the Wallace Collection compared to other art museums in the city. How can the Wallace Collection (re)attract tourists, particularly after the pandemic?

With these considerations in mind, we embarked on our first field trip in February 2022. The Wallace Collection offers free entry, with the exception of some temporary exhibitions. Our initial impression was the diverse range of collections, primarily presented through traditional interpretation. This approach serves as an effective means of engaging visitors with limited knowledge of art, allowing them to immediately connect with the exhibits. Although some rooms were closed during our visit, it did not significantly impact the overall visitor experience. The presence of a café and restaurant located within the collections reminded us of similar designs in other renowned museums like the Rijksmuseum in Amsterdam or the Louvre in Paris.

From an outsider’s perspective, the interpretation of the Wallace Collection appears to rely more on one-way communication, which is a common approach in arts museum management. While this method effectively conveys information about the artworks, it may not fully engage visitors on an emotional or affective level. Unlike historical museums that often incorporate interactive activities, arts museums tend to prioritize learning and conservation, particularly for paintings and collections with historical significance and aesthetic value.

Digital engagement

Our first field trip only focused on assessing various aspects such as visitor numbers, interactions with collections, and the interpretation of collections. However, we realized that this was not sufficient to fully understand visitor engagement, particularly in the context of the post-pandemic period. Consequently, we embarked on a second field trip with a greater emphasis on digital practices and interpretation techniques.

In April 2022, during the Easter holiday in the UK, we returned to the Wallace Collection. This time, we were warmly welcomed by the reception staff, who introduced us to the option of a free guided tour as well as the museum’s own app. The app proved to be highly useful for self-guided tours, especially while waiting for the group-guided tour. In collaboration with Bloomberg Philanthropies, the app offers visitors the opportunity to explore over 400 artworks and exhibitions. The artworks accompanied by audio commentary were particularly impressive, as they were marked with white labels featuring the Bloomberg Connects logo and a corresponding number.

Fortunately, we had the chance to quickly explore the app before joining the group guided tour. The volunteer guide provided us with a comprehensive overview of the collections across different floors. However, due to the large number of visitors present, it was challenging to fully follow her stories and explanations.

Overall, the combination of a guided tour and the museum’s app proved to be highly beneficial, especially for first-time visitors. From the perspective of arts museum management, this approach also effectively helps regulate tourist flow and manage space capacity. Furthermore, it enhances visitors’ art experiences by transitioning them from passive recipients to active participants in the museum’s offerings.