Food Museum awarded £4.9 million for transformation project

We are thrilled to see our friends at Food Museum, UK, have been awarded grants totaling £4,900,000 to enable the next steps in their transformation and conservation.

The Katapult team first started working with the Museum in 2019, when it was formerly known as the Museum of East Anglian Life. Our quest was to help them deliver a vision for a center dedicated to food—thus unlocking funding to make it happen.

Insights in the Beginning

We began the project by conducting a Guest Experience Site Audit. This audit evaluated key touchpoints of the museum experience. To inform investment decisions, we reported on the pros and cons of the entire museum experience. This helped prioritize quick wins. We also measured the guests' emotional responses at each touchpoint.

Defining the Story

One of the key developments of the new brand identity was the strapline, “Grow – Make – Eat.” This phrase not only gives guests an idea of what to expect at the new museum but also provides three clear categories for zoning the many exhibitions. We created a new museum narrative (interpretation strategy) designed to help the museum curate the best experience. It also helps guests understand the importance and impact that food has on the natural environment.

Concept Visualizations

To support the museum’s funding and future planning applications, we developed concepts to showcase the vision to stakeholders. The courtyard entrance offers a drastically different experience compared to the original ticketing booth. We aimed to illustrate the museum’s idea of having a ‘free’ area where guests can enjoy local brewery and bakery offerings before moving on to the museum entrance.

We also worked on exhibition ideas and interactive displays to enhance the museum experience. From futuristic bio-pods to dressing up as a farmer, we injected ideas that will excite and educate guests.

Developing the Vision

The funding will help the museum create new displays at the heart of the site to tell the story of how our food is made. It will conserve three stunning historic buildings: a Grade II* listed medieval barn, the 18th-century Abbot’s Hall, and a Victorian factory building that was formerly located in Bury St Edmunds and moved to the museum in the 1980s.

Speaking on the funding and support from Katapult in the early stages of the project, Museum Director Jenny Cousins stated, "We are delighted to have been awarded the funding to transform the Food Museum. We want people to have a great time at the museum, learn something, and reflect on their relationship with food. The project will not only improve the condition of historic buildings and objects, but it will also build on the work we have done over the last 10 years to create a top-quality experience for local residents and visitors alike."

Image courtesy of Food Museum - Jenny Cousins and Councillor Tim Weller outside The Factory

"The site audit, branding, and concepts have helped us to put flesh on the bones of the idea we came to you with. It's been great to have your enthusiasm and skills applied to the problem of how to get to the next stage of the Food Museum."

Investor Packs

We are proud to have worked on many investor packs for speculative visitor attractions, helping shape their vision, design, and feasibility—just like the Food Museum. These packs typically include:

• Concept visuals

• Strategy and story

• Masterplan and attractions mix

• Market and audience insights

• Financial feasibility, CAPEX & OPEX

• Project timelines

  
  

Future Directions

As we look ahead, the Food Museum is set to become a pivotal center for food education and conservation. The funding will allow for the expansion of educational programs that engage visitors of all ages. Workshops, cooking classes, and interactive exhibits will be designed to foster a deeper understanding of food production and sustainability.

Community Engagement

Engaging the local community is essential for the museum's success. The Food Museum plans to host events that bring together local farmers, chefs, and food enthusiasts. These events will not only promote local produce but also create a sense of community around food.

Sustainability Initiatives

Sustainability will be at the forefront of the museum's mission. The new exhibits will highlight sustainable farming practices and the importance of local food systems. Visitors will learn about the environmental impact of their food choices and how they can contribute to a more sustainable future.

Conclusion

The transformation of the Food Museum is an exciting journey. With significant funding and a clear vision, the museum is poised to become a leading destination for food education and conservation. We look forward to seeing how this project unfolds and the positive impact it will have on the community.

For more information on how we can support you in creating a new or reimagining an existing visitor attraction, get in touch with our team today.