Framing Thresholds: Framing Thresholds set out to resolve fundamental programming issues at The Royal West of England Academy, Bristol’s first purpose built art gallery. The scheme proposed to reconstruct the galleries façade by opening the gallery onto the street through a series of extruded openings, but to design these in such a way so to capitalised on the modern customer’s desire for an instagrammable backdrop. By doing so, the scheme provides an experience than will entice new visitors, without spoiling the RWA that existing visitors know and love. There are huge pull factors to instagrammable locations, with 800 million active monthly users, Instagram has fast become a worthy and free marketing tool.
A family of architectural elements was designed to promote clear circulation, create more user-friendly spaces, whilst introducing a set of juxtaposing materials that visibly highlighted the interventions within the Neoclassical contemporary art gallery. Each of these elements frame views whilst signifying the type of art the gallery exhibits, which is currently misjudged due to the building exterior appearance.