Tate Modern: Radical Eye Multimedia Guide for Everyone

Tate Modern: Radical Eye Multimedia Guide for Everyone
Country: United Kingdom
City: London
Institution Type: Art
Exhibition Type: Temporary
Content Type: Multimedia
Players: Cased iPhone
Language: English
Client profile
Originally founded as the National Gallery of British Art, the Tate encompasses four art museums. Tate Modern, located in London, UK, is devoted to international modern and contemporary art. The museum hosts both a permanent collection and temporary exhibitions. 
Challenge
Tate Modern put on its first ever temporary exhibition in its new wing, the striking Blavatnik Building, between 10th November 2016 until 21 May 2017. The Radical Eye: Modernist Photography from the Sir Elton John Collection, offered guests a once-in-a-lifetime chance to see one of the world’s most celebrated private collections of photography.
The collection, owned by Sir Elton John, includes portraits of Matisse, Picasso, and Breton. With over 70 artists and nearly 150 rare and vintage prints on show, visitors were given an opportunity to take a look at the art housed within Sir Elton John’s home, including rare masterpieces of photography.
 

Knowing that the temporary exhibition would attract both photography enthusiasts and fans of the world-famous musician, Tate Modern needed a multimedia guide that would cater to both audiences, expressing the artistic values of the collection while offering personal insight from Sir Elton John himself.
Solution
Tate Modern partnered with Antenna International to develop a multimedia guide. Antenna provided the gallery with tour guide devices, onsite staff to distribute the devices, and specially designed multimedia content.
For the content, Antenna interviewed Tate Modern photography curator Shoair Mavlian about art history and selected personal recollections from Elton John to tell the story behind the collection: the art, the artists, and the artist who came to collect it all. The interviews combined history and education to celebrate the photography, while giving visitors an insight into a usually private piece of Sir Elton Johns life.
Outcome
The series of interviews perfectly balanced the stories to enhance the tour experience for photography and Elton John enthusiasts alike. Visitors to the exhibit left very positive reviews:
  • "The Radical Eye was awe-inducing when you consider the detail and effects that were able to create even back in the early 1900's. The audio-guide was spot on too - having Elton John giving you the low down on the beauty within tragedy was worth the money alone." Visitor, Surrey U.K.
  • "An audio guide and short film where you can hear Sir Elton John describe what inspires him and see how the photographs are displayed in his home. An exhibit not to be missed." Visitor, San Francisco U.S.