Bout Ye?

What was the challenge?

Like museums worldwide, the Ulster Museum in Belfast is grappling with how to counter perceptions of being outdated and irrelevant to modern audiences. Determined to tackle this challenge head-on and recognising the need to trailblaze new approaches in response, Ulster is embarking on a masterplan to redefine how it positions itself to meet the needs of today’s audiences.

In early 2023 we helped the museum to advance its futureproofing plans along two strands: creating an information-gathering installation that would allow the museum to explore how it can better reflect the interests and concerns of the local community; and prototyping new ways of working that would ensure the museum’s future relevance.

What did we do?

This project built on our Mindsets for Museums of the Future research report, in which we advocate for museums to do “more of their thinking in public” and become shared sites for public debate, connection and reflection, with a shift in power from being "for the people" to being "of the people".

Over the course of a year, we ran in-depth workshops involving local residents and museum staff to inform decision-making. This co-creation process resulted in ‘Bout Ye?’ – that’s Northern Irish for ‘how are you?’. This overall concept embodied an accessible, informal tone to be used across the museum and social media that was distinctly different from the institution’s usual voice.

‘Bout Ye?’ was activated throughout the Ulster museum through a series of interactive interventions designed to inspire and capture audience opinions, during the summer of 2024. 

We worked with local creatives – from writers and photographers to illustrators – to bring the installation to life and ensure authenticity. Our playful, sensory interventions contrasted with the museum’s more formal approach to display and interpretation, helping to challenge visitor expectations about what museums are for, and what they can be. Visitors were invited to take part in a range of activities: using the front windows to choreograph dance moves; writing new ideas on walls and display cases; taking selfies with museum props; and recording their memories, stories and suggestions in a phone booth.

To amplify local belonging to the museum, we highlighted the lives of five community partners we met during the co-creation workshops – Eoin, Caolan, Leo, Marie Therese and Maureen – by featuring their stories throughout the museum and running a photo campaign with their portraits each holding a cut-out of an item from the museum collection that holds a personal resonance. 

The theme of disruption extended beyond the installations in the museum’s public spaces to behind the scenes, where we sensitively challenged the museum’s established practices. This strand of work was less visible, but equally vital. As an outside party, our creative team was able to facilitate meaningful discussion amongst management and museum staff, creating the space for new ideas to be formed. 

‘Bout Ye?’ event programming resulted in the museum’s most popular evening event ever, attended by thousands who queued around the block for food, music and even the chance to get their favourite museum object inked onto their body by tattoo artists. 

“...I loved that every corner you walked around had a wee interactive thing to play with…”
– visitor to the ‘Bout Ye?’ installation

What was the impact?

The ‘Bout Ye?’ prototype has helped Ulster Museum formulate a bold new strategy that directly responds to the views and experiences of its community, demonstrating its relevance and importance for the future.

Museum staff praised the changes, noting that the reimagined social spaces provided visitors with new ways to engage informally, meeting a clear demand. The installations allowed visitors to share their perspectives, creating a stronger connection between the museum's offerings and their interests. And the hugely popular events stood out as unique experiences, while volunteer-led engagement enhanced visitor interaction and improved accessibility.

Over 100,000 visitors came to the museum during the eight weeks that ‘Bout Ye?’ ran, with visitor numbers in August 22% higher compared to the same period in the previous year.

"'Bout Ye?’ has been playfully disruptive and eye-catching and it’s been a really good way to encourage insights from our visitors. It’s been challenging perceptions about what and who our museums are for and helping people to have their say.”
– Hannah Crowdy, Head of Curatorial for National Museums NI


“The copy on all the boards was such a lovely tone and made the museum feel really accessible.”
– visitor to the ‘Bout Ye?’ installation

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