Launched in 2021, this immersive experience uses technology to provide visitors with a glimpse into Gaudi’s mind. Features include the Gaudi Dome – an immersive room with more than 1,000 screens that explores what inspired Gaudi – and the Gaudi Cube, a six sided LED cube that enables visitors to ‘enter Gaudi’s mind and see reality with his eyes’.

The judges were impressed by the intelligent interpretation demonstrated and its creative response which felt very genuine. Combining a clever use of technology with layers of storytelling, there is no doubt that Gaudi would have appreciated it.

Bath Fashion Museum launched a ‘Buy-a-Bag’ fundraising campaign to provide 1,400 archival garment bags to help protect its collection when it is moved from the Assembly Rooms to its new home in spring 2023.

Donors were able to donate bags in exchange for a range of rewards, including access to a late-night event, private tours of the museum galleries and a Fashion Museum guidebook and tote bag. The goal of £17,500 was successfully raised by the campaign.

“The judges cited this courageous digital-first crowd-funder campaign as being simple, effective and brilliant. It is everything you would hope to see in a winning campaign!”

The Irish Racecourse Experience, which opened in June 2021 in Co Kildare, combines gaming technology with live video, audio and graphics to take visitors on a journey through the history and heritage of the Irish thouroughbred sector. Visitors can watch a foal being born, learn tips from top trainers, and are given the chance to ‘own, train and ride their own thoroughbred racehorse, culminating in a thrilling real-time race.’

“The judges were impressed by the clever and engaging way this winning project wove the exhibition’s narrative into a fun, interactive experience.”

Archaeology on Prescription is an innovative project run by York Archaeology which sees participants work with archaeologists to improve their health and well-being, as well as learn new skills in archaeology. Local residents are also encouraged to get involved to help create the most detailed picture possible of life in this part of the city from the medieval period to the modern day.

“The judges were impressed by this simple, strong, confident concept, one which is not limited in ambition or scope. Intelligent thinking lies behind the long-term, strategic approach to the design of this impressive programme. It is both impactful and scalable and is actively changing lives.”

In 2021, the Power of Stories exhibition at Christchurch Mansion brought together film costumes, historic museum objects and local stories to create a display exploring storytelling and identity. This exhibition featured three iconic costumes from Marvel Studios’ Black Panther as well as Marvel comics, historic museum objects and local stories.

"The judges were impressed by how brilliantly the Power of Stories connected with its community. They felt it was genuinely powerful and demonstrated a clear and lasting benefit. Delivered on a budget which only just took them into this category, this block buster was extremely good value as well as being both surprising and smart."

Opened in 2021, Manchester Jewish Museum’s cafe serves a contemporary vegetarian kosher-style menu using local produce and authentic Jewish and vegetarian ingredients, and helps visitors to learn about the history and traditions of Jewish food.

“Successfully connecting the food offer with the museum’s ethical framework and purpose, the judges were impressed by this intrinsic link, which ensures the café offer is so much more than just an extension of the visitor experience.”

Run by the Foundling Museum, Tracing our Tales is a ‘ground-breaking three-year project to develop a bespoke, paid training and mentorship programme for care-experienced young adults,” with funding from Oak Foundation and ICAP.

Innovative and highly relevant to the core purpose of the Foundling Museum and its collection, this winning programme provides meaningful learning opportunities, and has demonstrated how it has positively impacted its participants.

Meat the Future was a ‘challenging’ exhibition that ran at Oxford University Museum of Natural History from May 2021 to January 2022 with the aim of giving visitors food for thought about how the production and consumption of animal products affect people and the planet.

A brilliant example of a completely mutual and cross-dependent partnership. Meat the Future successfully combined research, engagement and commerce in an immersive and involving experience.

Andrew Lee / Ralph Appelbaum Associates

IWM London opened the new Second World War and The Holocaust galleries in October 2021. Spanning two floors, these huge new galleries bring together the stories of real people from diverse communities to examine the complex relationship between the Holocaust and the course and consequences of the Second World War.

“An outstanding game-changing, global exhibition, with decolonisation at its forefront. Embracing many difficult stories, juxtaposing them and blowing apart the traditional narrative. The Second World War and the Holocaust Galleries literally and figuratively, bring global and personal stories of humanity and inhumanity, into the light.”

In November 2021, the Museum of Homelessness ran an 11 day Secret Museum, which they described as part treasure hunt, part immersive experience, part theatre, part museum experience. The experience featured objects and stories from homeless people, activists and community organisers.

“Secret Museum is a project which courageously redefines what exhibitions can be. It is truly ground-breaking and is creative, thoughtful and raw. The judges felt that it paves the way and shows what can be done by being proactive and disruptive.”

The judges were impressed by this hugely complex and challenging project. It had a team of more than 200 people, who worked to deliver conservation-led restoration, which was sensitively executed with a big heart and deep and broad community engagement.

Kiplin Hall and Gardens, Kiplin goes local

Imperial War Museums, IWM London’s Second World War and The Holocaust Galleries

Museum of the North, 1900s Town Market Stalls at Beamish, The Living Museum of the North