City of Edinburgh Council

The Museum of Childhood was the first museum in the world dedicated to the history of childhood and holds a vast collection of 60,000 objects relating to all aspects of childhood. Today the collections are housed in two heritage buildings located prominently in the heart of Edinburgh’s Old Town on the Royal Mile. Having witnessed little investment for three decades, City of Edinburgh Council Museums and Galleries took the decision to begin a capital investment programme at the site, commencing with the refurbishment of Gallery One. Jura Consultants was commissioned to assess the visitor market potential for the museum, specifically relating to the redevelopment of Gallery One, but also looking ahead to a potential museum-wide improvement. Our methodology included primary research with visitors to the site and non-visitors in the area alongside a comprehensive market appraisal exploring the museum’s current position and potential within the Edinburgh market. The study was completed in collaboration with Studioarc who simultaneously developed detailed design proposals for the gallery within a wider interpretive plan for the museum overall. The findings of the market research directly informed Studioarc’s proposals highlighting key elements of the visitor offer which could draw particular segments in order to support the audience development aspirations of Edinburgh Museums and Galleries. The museum re-opened to the public in March 2018.