The Design Museum is already well on its way to exceeding its annual target of 650,000 visitors, after welcoming a quarter of a million guests in its first 12 weeks.
The success, Director Deyan Sudjic says, is mainly due to the elimination of entry charges, and the new location on Kensington High Street, which is three times bigger than the Design Museum’s old site in Shad Thames.
“Shad Thames was great, but there was a feeling it was for other designers. We are saying this stuff is too important to just be speaking to ourselves about it and we wanted to do for contemporary design what Tate Modern did for contemporary art,” he said.
The success of the Design Museum also highlights the drop in visits to some of the other large attractions in the country. Statistics from the Department for Culture, Media and Sport show that 15 of the country’s top museums collectively only had 47.6 million visits during 2015/16, compared to 49 million the year before.