British Museum blog

Forgery, Suffragettes and Nirvana: tracking visitors in the Citi Money Gallery

Tracking visitor paths through the gallery

Benjamin Alsop, curator, British Museum

When a gallery is radically transformed how do you judge if it’s a success? Obviously you hope that visitor numbers increase, but numbers alone do not cast much light on the individual experiences of those walking around the gallery. You hope people stay longer, read more and become so interested they go away wanting to learn more. You also can’t help but wonder which cases and objects are the most popular.

In the case of the new Citi Money Gallery are people attracted for instance by an example of the world’s first coin? A beautiful hoard of Roman gold? A Hungarian banknote with the value of 100,000,000,000,000,000,000 pengo? Or simply some white frilly pants?

To help the Museum answer such questions, and to inform future projects, we evaluate all new galleries and refreshed displays. Using both visitor tracking and questionnaires we get a better understanding of not only what people may think of the new display but just as importantly how they navigate their way around it. Over the summer we welcomed into the Department of Coins and Medals Lujia Hui and Yoomin Ko, both postgraduate students from Leicester University’s Museum Studies course.

Lujia Hui tracking visitors in the Money Gallery.

Lujia Hui tracking visitors in the Money Gallery.

During the subsequent eight weeks they began the process of evaluation by tirelessly tracking visitors as they entered the Money gallery, marking which cases they looked at and for how long.

Tracking visitor paths through the gallery.

Tracking visitor paths through the gallery.

It is fascinating to see how people interact with the space and what route they take as they wend their way through 6,000 years of monetary history. Tracked visitors were asked to complete a questionnaire on leaving the gallery to give us a deeper understanding of their experiences.

It was a particularly interesting time to be conducting a gallery evaluation as with the arrival of both the Olympic and Paralympic games into London, the results do suggest a truly global audience. Over 25 different nationalities were recorded, speaking 19 different languages, and with ages ranging from 12 to 70.

The Forgery case in the Money Gallery.

The forgery case in the Money Gallery.

Preliminary results indicate the most popular cases are those entitled Forgery and Money and Society. Forgery contains two great swirls of coins and addresses counterfeiting, a practice which has accompanied the legitimate production of coinage since its very beginnings. Visitors appear to enjoy comparing the pound coins they have in their pockets to the fake ones on display, and have been so intrigued that the case has to be cleaned daily to remove all the fingerprints!

Suffragette-defaced penny. Crown copyright

Suffragette-defaced penny. Crown copyright

The case about Money and Society from the nineteenth century until today, includes a penny, defaced by suffragettes, which starred in the ‘A History of the World in 100 Objects’ BBC Radio 4 series. Also on display are examples of money in popular culture, such as the iconic cover of the Nirvana album Nevermind, which shows a baby swimming towards a US dollar note attached to a fishing line.

The new gallery is quite different to those around it, certainly in terms of colour scheme and in-case design. Each case has a raspberry-coloured highlight panel to grab the attention of the visitor and provide a clear starting point, and a big part of the evaluation was trying to discern whether these are effective. From what we can tell, the new design is very much a success: visitors are spending longer in the space, reading more and focussing on the highlight objects in particular.

Yoomin and Lujia, after collating all the results and pulling together data from both the tracking and questionnaires, produced a final report which will form a large part of their final submission for their course. The department is incredibly grateful for all their hard work.

The evaluation of the gallery doesn’t stop here though, we are already organising for further evaluations next year so watch this space.

The Money Gallery is supported by Citi

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For our final #MuseumInstaSwap post we’re highlighting the 'Make Do and Mend' campaign of the Second World War, as told by our partner @ImperialWarMuseums in their #FashionontheRation exhibition.

The campaign was launched to encourage people to make their existing supplies of clothes last longer. Posters and leaflets were circulated with advice on subjects including how to prevent moth damage to woollens, how to make shoes last longer or how to care for different fabrics. As the war went on, buying new was severely restricted by coupon limits and no longer an option for many people. The ability to repair, renovate and make one's own clothes became increasingly important. Although shoppers would have to hand over coupons for dressmaking fabric as well as readymade clothes, making clothes was often cheaper and saved coupons. ‘Make Do and Mend’ classes took place around the country, teaching skills such as pattern cutting. Dress makers and home sewers often had to be experimental in their choice of fabrics. Despite disliking much of the official rhetoric to Make Do and Mend, many people demonstrated great creativity and adaptability in dealing with rationing. Individual style flourished. Shortages necessitated imaginative use of materials, recycling and renovating of old clothes and innovative use of home-made accessories, which could alter or smarten up an outfit. Many women used furnishing fabrics for dressmaking until these too were rationed. Blackout material, which did not need points, was also sometimes used. Parachute silk was highly prized for underwear, nightclothes and wedding dresses.

We've really enjoyed working with and learning from our friends at @imperialwarmuseums this week. You can catch up on all our posts and discover many more stories from London’s museums with #MuseumInstaSwap. © IWM (Art.IWM PST 4773 For #MuseumInstaSwap we’re discovering the street style of the Second World War in the #FashionontheRation exhibition at @ImperialWarMuseums. In this archive photo a female member of the Air Raid Precautions staff applies her lipstick between emergency calls.

In wartime Britain it was unfashionable to be seen wearing clothes that were obviously showy, yet women were frequently implored not to let 'standards' slip too far. There was genuine concern that a lack of interest in personal appearance could be a sign of low morale, which could have a detrimental impact on the war effort. The government's concern for the morale of women was a major factor in the decision to continue the manufacture of cosmetics, though in much reduced quantities. Make-up was never rationed, but was subject to a luxury tax and was very expensive. Many cosmetics firms switched some of their production to items needed for the war effort. Coty, for example, were known for their face powder and perfumes but also made army foot powder and anti-gas ointment. Make-up and hair styles took on an increased importance and many women went to great lengths to still feel well-dressed and stylish even if their clothes were last season's, their stockings darned and accessories home-made. As with clothing, women found creative ways around shortages, with beetroot juice used for a splash of lip colour and boot polish passing for mascara.

Discover more stories from London’s museums with #MuseumInstaSwap © IWM (D 176) In the @ImperialWarMuseums exhibition ‘Fashion on the Ration: 1940s street style’ we can see how men and women found new ways to dress while clothing was rationed. Displays of original clothes from the era, from military uniforms to utility underwear, reveal what life was really like on the home front in wartime Britain.

Despite the limitations imposed by rationing, clothing retailers sought to retain and even expand their customer base during the Second World War. Britain's high street adapted in response to wartime conditions, and this was reflected in their retail ranges. The government intervened in the mass manufacture of high street fashions with the arrival of the Utility clothing scheme in 1942. Shoppers carefully spent their precious clothing coupons and money on new clothes to make sure their purchases would be suitable across spring, summer and autumn and winter. Despite the restrictions, the war and civilian austerity did not put an end to creative design, commercial opportunism or fashionable trends on the British home front.

#FashionontheRation exhibition runs @imperialwarmuseums until 31 August.

Discover more stories from London’s museums with #MuseumInstaSwap. For our final day of #MuseumInstaSwap we’re learning about the Second World War @ImperialWarMuseums, and discovering the impact of the war on ordinary people. 
Clothes were rationed in Britain from 1 June 1941. This limited the amount of new garments people could buy until 1949, four years after the war's end. The British government needed to reduce production and consumption of civilian clothes to safeguard raw materials and release workers and factory space for war production. As with food rationing, which had been in place since 1940, one of the reasons for introducing civilian clothes rationing was to ensure fairness. Rationing sought to ensure a more equal distribution of clothing and improve the availability of garments in the shops.

As this poster shows, the rationing scheme worked by allocating each type of clothing item a 'points' value which varied according to how much material and labour went into its manufacture. Eleven coupons were needed for a dress, two needed for a pair of stockings, and eight coupons required for a man's shirt or a pair of trousers. Women's shoes meant relinquishing five coupons, and men's footwear cost seven coupons. When buying new clothes, the shopper had to hand over coupons with a 'points' value as well as money. Every adult was initially given an allocation of 66 points to last one year, but this allocation shrank as the war progressed. © IWM (Art.IWM PST 8293) This week on @instagram we’ve joined up with other London museums to highlight our shared stories. Our partner is @imperialwarmuseums, whose incredible collection brings people’s experiences of modern war and conflict to life. Follow #MuseumInstaSwap to discover some of the intriguing historical connections we have found, as well as insights into everyday life during wartime. As part of our #MuseumInstaSwap with @ImperialWarMuseums, we’ve been given special access to the Churchill War Rooms – located deep below the streets of Westminster.
This is Prime Minister Winston Churchill’s bedroom, which includes his private desk, briefcase and papers, his bed and chamber pot and even an original cigar! The bedroom is located close to the Map Room, keeping Churchill as close as possible to the epicentre of Cabinet War Rooms.
Following the surrender of the Japanese Forces the doors to the War Rooms were locked on 16 August 1945 and the complex was left undisturbed until Parliament ensured its preservation as a historic site in 1948. Knowledge of the site and access to it remained highly restricted until the late 1970s when @ImperialWarMuseums began the task of preserving the site and its contents, making them accessible to as wide an audience as possible and opening them to the public in 1984.
Discover more stories from London’s museums with #MuseumInstaSwap
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