What if we could experience the UK’s museums and galleries not as isolated venues, but as part of one living, breathing cultural ecosystem?
Living Collections is a concept — a vision for a new kind of digital platform that reimagines how we discover, explore, and connect with culture. It’s not built yet, but the idea is simple: bring collections together in one place, curate them around stories and themes rather than locations, and invite the public, educators, and cultural voices to shape the experience alongside institutions.
At a time when museums are under pressure to do more with less — and audiences are craving more personalised, meaningful ways to engage — Living Collections could help spark a shift. It’s about connection over competition, access over exclusivity, and storytelling over silos.
Right now, I’m sharing this idea to start a conversation. I’m looking for collaborators, supporters, and curious minds to help shape where this could go. If that sounds like you, read on.
Concept Overview
Living Collections is a national, centralised platform that transforms the way the public engages with museums and galleries across the UK. Rather than being bound by location or institution, collections are reimagined as living, breathing journeys of discovery, curated around stories, themes, and experiences. The platform invites institutions, ambassadors, and the public to co-create collections that spark curiosity, encourage exploration, and increase footfall across multiple venues.
How It Works:
1. A Centralised Collection System
At the heart of Living Collections is a simple but powerful idea: what if every museum and gallery in the UK could share their collections in one place?
Rather than each institution operating in isolation, Living Collections offers a central digital platform where museums and galleries can upload selected items or exhibitions. Think of it as a shared stage — each institution retains full control over their listings, but by contributing to the platform, they open their doors to a much wider audience.
Every item added is tagged with rich metadata — details like artist, medium, date, location, and key themes — creating a foundation for intelligent discovery. This tagging system allows for dynamic, thematic curation, making it easy to group together related pieces from across different institutions. For example, a painting in a local museum in Devon could sit alongside an artefact in the V&A and a sculpture from a contemporary gallery in Glasgow — all within the same curated collection.
For smaller or regional museums, this is a game-changer. It levels the playing field by placing their most compelling items in front of curious audiences who may never have discovered them otherwise. For larger institutions, it’s an opportunity to be part of something bigger — a national, living network of culture, collaboration, and community.
2. Thematic Curation by Anyone
One of the most exciting aspects of Living Collections is that it shifts the power of curation beyond the museum wall. Traditionally, curating a collection has been the job of in-house experts — and while that expertise remains vital, there’s huge untapped potential in inviting more voices into the conversation.
With Living Collections, curated experiences aren’t confined to what’s on display in a single gallery. Instead, anyone can create collections based on themes, stories, or perspectives that matter to them — regardless of where the items are physically located.
That means a schoolteacher could pull together a virtual collection exploring “Women in War” as part of a curriculum module. A climate activist might curate “Nature & the Anthropocene” using paintings, objects, and photographs from galleries across the country. A local historian could highlight underrepresented artists from a particular region or cultural background. And yes — cultural influencers and ambassadors could use their platforms to bring new audiences into contact with the UK’s cultural heritage in unexpected, exciting ways.
These thematic journeys make the platform feel alive, personal, and ever-evolving. Collections could be designed to educate, provoke thought, entertain, or simply spark curiosity. Some might be playful (“Cats in Art Through the Ages”), others deeply reflective (“Migration, Memory and Belonging”). Crucially, they’re not limited by location — they’re shaped by meaning.
To keep things high-quality and inclusive, the platform could include guided tools, editorial support, and light moderation — making it easy for non-specialists to get involved while maintaining trust and accuracy.
By opening up the act of curation, Living Collections becomes more than a guide. It becomes a platform for dialogue — and a tool for storytelling in all its forms.
3. Gamification & Challenges
Museums already offer some of the richest learning experiences around — but let’s be honest, for many visitors (especially younger ones), the format can feel a bit static. Living Collections changes that by injecting a sense of play, purpose, and progress into the cultural experience.
The platform introduces gamification elements designed to turn cultural discovery into a journey — one that rewards curiosity, exploration, and engagement. Whether you’re a seasoned gallery-goer or someone stepping into a museum for the first time, there’s always a reason to keep going.
Challenges are at the heart of this approach. Picture a themed collection titled “Hidden Stories of Migration” — users could be challenged to visit all ten items in the collection, even if they’re scattered across different venues and cities. It creates a compelling reason to plan days out, visit new places, and see artefacts in context.
Quizzes and trails can be built into collections to prompt reflection and deeper understanding. Rather than passive viewing, users might answer questions about an exhibit, follow a story trail through multiple works, or unlock bonus content through interactive elements. This kind of engagement boosts learning outcomes and keeps things feeling fresh.
And yes — there are badges and achievements. Whether it’s “First Collection Completed”, “Curator-in-the-Making”, or “Visited 5 Museums in One Month”, small rewards provide a dopamine hit and a sense of progress. These could even be linked to real-world perks: discounts in museum shops, early access to exhibitions, or exclusive content.
For educators and families, this adds a layer of structure and motivation to cultural visits. For museums, it provides a reason for visitors to return, branch out, and see their collections in new ways. And for the users? It’s just plain more fun.
4. Education & Engagement
Living Collections isn’t just about getting more people through the door — it’s about helping them stay engaged, curious, and confident as they explore. By blending curation with structured learning, the platform becomes a tool for lifelong education, not just a guide to what’s on display.
One of the key opportunities here is scaffolding — guiding users from simple introductions to more complex or nuanced material over time. A visitor might start with “Intro to Modern Art” — an accessible collection that eases them into new styles, terms, and artists. From there, they could unlock “Cubism Explained”, or “War and the Avant-Garde”, deepening their understanding with each step. This layered approach turns casual curiosity into sustained learning.
Collections can be tailored to different educational needs — from schools and families to adult learners and community groups. Imagine a teacher using the platform to support a lesson on Victorian Britain, with students following a digital trail before or after a museum visit. Or a local history group creating a themed collection around migration in their region, complete with reflective questions and interactive prompts.
To support this, Living Collections could offer tiered content, aligned with curriculum outcomes or learning levels. But it doesn’t need to feel academic — storytelling, humour, and accessible language can keep things warm and human.
And to encourage deeper engagement, the platform could include simple reflection tools — journalling prompts, sketch spaces, or even voice notes — helping users connect what they’ve seen with their own thoughts, memories, or questions. These personal records could be saved, shared, or built into a digital portfolio over time.
It’s about making the museum experience stick — giving people not just something to look at, but something to think about, return to, and grow with.
5. Cross-Selling & Collaboration
Living Collections isn’t just a public-facing tool — it’s a powerful mechanism for collaboration across the museum and gallery sector.
Right now, many institutions — especially smaller or regional ones — face the same challenge: how to stay visible in a noisy cultural landscape without the budget or bandwidth for constant marketing. The result is often a disconnect between excellent collections and the audiences who would love them — if only they knew they existed.
Living Collections changes that dynamic through thematic cross-promotion. Because collections are curated around stories rather than locations, a single themed journey might include items from the V&A, a regional gallery, and a small local museum — all working together, even if they’ve never directly partnered before.
A visitor following a collection like “The Power of Protest” might start in a major London institution, then be nudged towards a thought-provoking exhibit in a community museum in Cardiff or Manchester. It’s not about competition — it’s about amplifying one another’s stories and creating a richer, more connected cultural experience for everyone.
For smaller institutions, this is a lifeline. Instead of needing to constantly invent new narratives or campaigns, they can plug into larger curatorial themes, gaining exposure through collective storytelling. They’re no longer expected to hold the spotlight on their own — the platform shares it.
For national museums, it’s a chance to demonstrate leadership, support sector growth, and invite wider participation in the stories they tell.
And for visitors? It’s a chance to experience Britain’s cultural heritage not as isolated snapshots, but as an evolving, interconnected tapestry — with fresh reasons to explore every corner of it.
6. Reach More Diverse Audiences
Museums and galleries have made big strides in recent years to diversify their programming and audiences — but the reality is that many people still feel that these spaces aren’t “for them.” Whether due to cultural, socioeconomic, or geographic barriers, huge sections of the population remain underrepresented in visitor numbers and exhibition narratives.
Living Collections is designed to change that — not through tokenism or temporary campaigns, but by building inclusion into the very structure of the platform.
By enabling collections to be curated by community leaders, influencers, and cultural ambassadors, the platform opens up space for new voices, new stories, and new connections. It gives trusted individuals — who already have rapport with their communities — the tools to surface artworks, objects, and histories that speak directly to different lived experiences.
That might mean a Black British artist curating a collection around diaspora identity. A South Asian historian shining a light on underrepresented colonial narratives. Or a neurodivergent content creator developing a sensory-friendly exploration of sculpture and space. These aren’t just alternative takes — they’re essential perspectives that deepen everyone’s understanding of the collections.
To amplify this impact, Living Collections can be social at its core. User-generated content — like reflections, photos, sketches, or voice notes — makes the experience feel participatory, not passive. Think of it as digital word-of-mouth: people sharing their journeys, tagging friends, or adding their thoughts on what a particular item meant to them.
This kind of interaction has the potential to extend the platform’s reach organically — drawing in new audiences not through traditional advertising, but through shared relevance and community storytelling.
At its best, Living Collections becomes a place where culture isn’t just consumed — it’s co-created, with space for everyone at the table.
7. Journey of Discovery
At its heart, Living Collections is about turning passive visits into active journeys. It’s not just a guide to what’s out there — it’s a personalised cultural discovery engine that adapts to each user’s interests, curiosity, and pace.
As users interact with the platform — whether they’re favouriting items, completing collections, or reflecting on what they’ve seen — the system learns from their behaviour to surface more of what they love. Think: “You enjoyed the ‘Textile Futures’ collection? You might also like ‘Radical Craft’ or ‘Design for Social Change’.” Instead of isolated visits, the experience becomes a continuous, evolving path through the UK’s cultural landscape.
But it’s not limited to digital recommendations. The platform can also suggest real-world opportunities nearby — whether that’s a museum within walking distance, a touring exhibition, or even an event linked to a collection theme. This becomes especially powerful with the potential for a mobile app, guiding users as they move through cities and regions. Imagine walking through Edinburgh and receiving a gentle nudge: “You’re just around the corner from an item in the ‘Women in Printmaking’ collection — fancy a look?”
This blend of the digital and physical makes discovery feel serendipitous and dynamic. Culture stops being something you have to plan a special day out for, and starts becoming something that meets you where you are — relevant, engaging, and full of unexpected moments.
Over time, each user’s journey becomes unique. Some might go deep into one theme, others might hop between topics and voices. But whatever the route, Living Collections ensures there’s always something more to explore, somewhere new to go, or something different to see — keeping engagement high and curiosity alive.
Benefits For Museums & Galleries
Living Collections isn’t just designed to enhance visitor experience — it’s built to deliver real, tangible value for the institutions themselves. Whether you’re a national gallery with world-renowned works or a local museum with deep regional roots, the platform offers tools to help you thrive in a rapidly changing cultural landscape.
Increased Visibility and Footfall
By contributing to thematic collections that span multiple institutions, museums and galleries are no longer reliant solely on their own marketing channels to draw in visitors. Being featured in popular, trending, or influencer-led collections introduces your institution to entirely new audiences — many of whom may not have discovered you otherwise. The platform creates a “network effect,” where the success of one collection lifts visibility across all participating venues.
Shared Audiences and Marketing Efforts
Living Collections naturally fosters cross-promotion. If someone is visiting your museum to see one item in a broader collection, they’re far more likely to explore other exhibits while they’re there. Better still, they’re likely to visit other venues in the same collection — boosting footfall across the entire network. This approach reduces the pressure on individual institutions to continually invent new campaigns, and instead allows for collaborative storytelling that benefits everyone involved.
Access to Engagement Data and Preferences
With a central digital platform comes real-time insight. Museums and galleries can see which collections are gaining traction, which audiences are engaging with what types of content, and how people are moving between digital and in-person experiences. These analytics offer invaluable feedback — informing exhibition planning, outreach strategy, and even funding applications. It’s a chance to build a more responsive, data-informed approach to audience development.
Collaborate on Educational Programmes and Events
As thematic collections take shape, they can be paired with educational initiatives that span regions, disciplines, and formats. Imagine a nationwide “History of Protest” programme, with contributions from major institutions and local museums alike — supported by school resources, online discussions, and in-person workshops. Living Collections creates the infrastructure to make this kind of joined-up thinking not just possible, but practical.
Benefits For the Public
Living Collections is designed with the audience in mind — not just to help them find something interesting to look at, but to invite them into a deeper, more personal relationship with culture. It takes the vast, sometimes overwhelming world of museums and galleries and makes it feel navigable, engaging, and welcoming.
An Accessible, Intuitive, and Personalised Way to Engage with Art and History
The platform meets people where they are — whether they’re lifelong museum lovers, curious newcomers, or casual explorers. By offering curated collections based on themes, stories, or personal interests, it creates a much more intuitive entry point into cultural spaces. And thanks to smart tagging, recommendations, and user preferences, the experience becomes increasingly personalised the more someone interacts with it. It’s not just about what’s on display — it’s about what resonates with you.
More Reasons to Visit Multiple Museums — and Revisit Familiar Ones
Living Collections gives cultural visits fresh energy. Instead of going to one museum to “see what’s on,” users are drawn into themed journeys that might span several venues — from national galleries to local heritage centres. A visit to a familiar museum might suddenly feel different when you’re there to hunt down an item in a new collection or complete a challenge. It turns passive visits into purposeful adventures and encourages discovery across the UK’s full cultural spectrum.
A Sense of Participation and Ownership in Cultural Storytelling
Perhaps most importantly, the platform creates a sense of belonging. Users aren’t just consumers of content — they’re participants in a national, living archive of stories and ideas. Whether curating their own collections, reflecting on what they’ve seen, or simply following a trail made by someone they admire, they’re contributing to a shared cultural dialogue. It’s empowering, inclusive, and dynamic — a far cry from the silent, static museum visit of old.
For Funders & Stakeholders
Living Collections isn’t just a public engagement tool — it’s a platform that delivers measurable impact, aligned with the goals of those investing in the future of culture.
Demonstrates Impact and Engagement Across Communities
One of the longstanding challenges for funders and cultural policymakers is tracking real, meaningful engagement — particularly outside major cities and traditional demographics. Living Collections generates rich data on how people interact with collections: what they visit, how they move between venues, what themes resonate, and where those audiences are coming from. This insight provides clear evidence of public value, making it easier to report on reach, inclusivity, and return on investment.
Supports Inclusion, Lifelong Learning, and Regional Cultural Development
At a policy level, Living Collections aligns with multiple strategic priorities — from levelling up access to culture, to supporting community participation, to promoting lifelong learning. By spotlighting collections from small and rural institutions alongside national names, the platform helps distribute visibility and opportunity across the UK’s cultural map. Its thematic, educational, and participatory model supports learning at every age, and gives communities the tools to tell their own stories — not just consume someone else’s version.
For funders, this is a project that delivers both breadth and depth: scalable, collaborative, and full of opportunity for targeted interventions — whether that’s funding a new collection, backing an ambassador programme, or supporting regional rollout.
A Living, Breathing Guide to Culture — Let’s Build It Together
Living Collections is, at this stage, an idea — but it’s one rooted in real challenges and full of potential. It offers a fresh way to think about engagement, education, and collaboration across the UK’s cultural sector. By connecting collections through themes rather than geography, and opening up curation to the public as well as professionals, it transforms museums and galleries into a shared national experience — more dynamic, more inclusive, and more discoverable than ever before.
But this isn’t something that can be built in isolation. To move from vision to reality, we need collaborators, advocates, and supporters — people and organisations who see the value in connecting culture through collective storytelling.
If you work in a museum or gallery and this sparks something — let’s talk.
If you’re in education, funding, or policy and want to explore how this could work in practice — get in touch.
If you’re someone with ideas about inclusion, curation, or innovation in the arts — I want to hear from you.
This is a call to help shape what Living Collections could become — not just as a digital product, but as a movement for how we engage with our shared cultural heritage.
