Showtown Blackpool

Challenge

For over a century, Blackpool has been Lancashire’s capital of seaside entertainment, but evolving tourism habits have eroded its position. A new museum, anchored by immersive experiences that spotlight the town’s colorful heritage, sought to put Blackpool back on the map.

The challenge was to translate interactive elements, novel designs, memorable characters, and a vast archive of assets into a cohesive narrative that could celebrate Blackpool’s circus, magic, theater, dance, illuminations, and beachfront culture.

Solution

Working alongside exhibition designers Casson Mann, Journey developed a series of immersive stories and interactive experiences across six galleries. Through animation, digital media, interactive exhibits, and character-led storytelling, the museum invites visitors to explore, celebrate, and participate in Blackpool’s rich entertainment heritage.

Behind the Curtain

Across six galleries designed by Casson Mann, Showtown Blackpool invites visitors behind the curtain to explore and celebrate the town’s circus, magic, theater and dance cultures, plus its world-famous illuminations and beachfront.

We achieved this balance through close collaboration with local schools and those with learning difficulties, ensuring the project is both accessible and inclusive.

Each gallery is a testament to the power of immersive storytelling. Through six interactive galleries, the museum invites visitors both to witness and participate. Upon entry, visitors are greeted by a panoramic, 15-meter-long screen. Our animations highlight famous faces and voices, and depict the daily events of this dynamic seaside space.

We also created some unique guides: an animated donkey and, yes, a flock of seagulls. The characters guide visitors through the whole exhibition, blending high-level narration with intricate details to ensure an engaging journey through Blackpool history.

Magic Gallery

The Magic Gallery innovates with four AV screens embedded in a shelving unit. The solution combines physical objects, such as dice, playing cards, and illusion boxes, with digital depth, including films of legendary magicians like Tommy Cooper and Sooty. Here, magic and technology intertwine to create the illusion of 3D space within the screens, offering a glimpse into the craft without revealing its secrets.

The Circus Gallery

The Circus Gallery presents museumgoers with interactive dressing tables featuring two-way mirrors. A button triggers a video edit featuring clowns, a daredevil, and a ringmaster alongside a projection in a circus tent.

The Showtime Gallery

The Showtime Gallery pivots around an interactive audition to immerse visitors in the world of show business. Animated posters reflect the breadth of artists who have performed in Blackpool’s venues over the years.

A standout feature is the “Pepper’s Ghost” animation technique, which brings drag cabaret artists Funny Girls and other iconic performers to life, yet another innovative touch that fosters connection with Blackpool’s vibrant cast of characters.

The Illuminations

In the Illuminations section, our worktable interactive displays invite visitors to practice the art of illumination. Riffing on Blackpool’s iconic promenade lights, these elements seamlessly merge a history lesson with hands-on creativity.

Here, visitors can listen to and learn from the creators, design illuminations, and discover the history and magic of the UK’s oldest and greatest free light show.

The Dance Gallery

In the Dance Gallery, visitors explore the evolution of dance through a dressmaker’s table narrated by Strictly Come Dancing costume designer Vicky Gill, and a projection-mapped ballroom narrated by dancer Len Goodman.

A curved wall AV allows visitors to place their heads onto projections of moving bodies dancing through different dance styles.

By filming dancers and creating an intricate digital performance space, we quite literally set the stage for museumgoers to actively participate in Blackpool’s storied dance culture. The interactive is also adaptable for wheelchair users.