Architecture & Design Scotland

The Lighthouse in Glasgow is situated in the converted former offices of Charles Rennie Mackintosh’s Glasgow Herald building. It is Scotland’s first dedicated centre for architecture and design and covers disciplines such as graphic, product and industrial, interior, fashion, textiles, jewellery, landscape and digital. The centre aims to promote and champion both local and international talent, by engaging audiences of all ages through a creative exhibition, education and business programme.

Architecture & Design Scotland (A&DS) is an Executive NDPB of the Scottish Government that supports “the creation of places that work, which provide people with real choices and, are ultimately, places where people want to be.”

Between February – August 2011 A&DS hosted a series of exhibitions and activities at The Lighthouse. These events include topics as varied as home remodelling, stone construction, and animal architecture in nature. The ‘Senses of Place: Building Excellence’ exhibition also aims to engage younger audiences in reimagining existing school spaces and designing new ‘Learning Towns’ through the Curriculum of Excellence.

Sense of Place: Building Excellence project

To assist A&DS in targeting potential audience groups for this programme, Culture Sparks provided intelligence relating to potential Exhibition audiences by assessing attendance from Scotland-wide Target Group Index (TGI) survey figures. This provided details on consumers who had attended either Art Galleries or Art Exhibitions in the past 12 months, and highlighted groups within Glasgow that could be considered for high-level targeting (i.e. those with above average attendance).

Mosaic Scotland analysis tools, which provide a consumer classification of Scotland’s population in terms of socio-demographics and lifestyles trends, were then further used to map out audience hotspots within a 30-minute drive time of Glasgow City Centre.