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Moore at Kew

A website to accompany the landmark exhibition of monumental works by the internationally acclaimed sculptor Henry Moore at Kew Gardens (15 September 2007 – 30 March 2008)

The Webby Awards honors the outstanding work that is setting the standards for the Internet… Moore at Kew’s Official Honoree selection is a testament to the skill, ingenuity, and vision of its creators.

David-Michel Davies, executive director of The Webby Awards

Design brief

We were approached by The Royal Botanical Gardens at Kew to design a website to accompany the largest outdoor exhibition of Henry Moore sculptures staged in London. The aims of the website were to: reflect the beauty of the exhibition to bring people to Kew; to enable visitors who were unable to attend the website to be involved; to facilitate visitors to Kew to share their opinions and photographs of the work; to expand the awareness of Henry Moore’s techniques and understanding.

(The design) manages to both communicate the beauty of the exhibition and and at the same time provide lots of content for our audiences. It is a joy to use.

Mike Saunders, Director of Digital Media, Royal Botanic Gardens, Kew

The lifecycle of the website was also central to the brief. The site could only go live once the sculptures had arrived (their installation is recorded on the website) and the Kew photographers had chance to capture the source material which would show the work to best effect.

Another stage in the website’s lifecycle was awaiting the user-generated content. Photo competitions (fed in from Flickr) were run and visitors were encouraged to submit their comments about the work to the website. To date, there have been over 1,500 submissions!

Design approach

First and foremost, the design had to be maximise the impact of the sculptures. We knew we were going to get some great images – amazing work in a spectacular setting taken by Kew’s photographers – it couldn’t fail. However, as we knew were going to attract a very broad range of people to the site, we could not compromise on simplicity or ease of use. We chose to apply a ‘T-shape’ navigation to avoid use of drop downs and ensure all the content was ‘out there’ for the sake of clarity. To encourage movement between sections, we use promotional boxes to highlight closely related content. We made use of slideshow technology to allow us to show a lot of imagery and quotes without having to create very long pages. With the addition of the user-generated content, the website contains an ever-growing wealth of interesting thoughts, ideas and images about the work of Henry Moore which constantly surprise.

Webby award

Official Honoree Webby Awards logo

In April 2008, the Webby Awards, the leading international honor for the Web, recognised Moore at Kew as an Official Honoree, a distinction that recognises work exhibiting remarkable achievement. The website has been selected as an Official Honoree for the Art category.You can read more about the award in the blog .

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