2024
Tate Teens is a service strategy designed to empower teenagers to engage with art and museums for personal growth and cultural connection
PROJECT BRIEF
This project focuses on creating a personalized and engaging experience for teenagers aged 13–17 to connect with Tate’s art and museums. During this transitional life stage, teens are still dependent on guardians but are beginning to shape their identities. Guided by Tate’s strategy pillars—"Visit, Play, and Learn"—the project aims to increase access, belonging, and participation for young audiences, while also exploring ways to turn free visits into deeper, more meaningful relationships that support long-term teen engagement and future growth for Tate.
Gloria Guo, Maria Luisa Castro, Keiji Ichijo, Yi-Hsuan Wu
Understanding teenager’s barriers to art
Teenagers face a range of challenges when it comes to getting involved or staying involved in arts. These barriers can be obvious or more deeply rooted, and they tend to fall into three main categories: practical, functional, and attitudinal.Teenager Archetypes
To better understand teenagers’ behavior and perception of art, research was conducted through surveys, interviews, and analysis. This led to the development of an archetype framework designed to inform design, programming, and outreach strategies. The framework identifies five archetype groups based on varying levels of maturity and engagement with art.The role of intermediaries in shaping teenagers access to art
Educational institutions and family are the main sources of arts access for teenagers. For less privileged young people school is often the only avenue to access art, however, many schools are not offering adequate arts activity. Teachers are the gatekeepers, and Tate needs to work together with teachers to build their confidence, for them to inspire students about the value of art. Peers also significantly influence teens’ choices to engage with arts. Having friends involved can make new experiences less intimidating and provides a social safety net that encourages participation.1. Museums feel unappealing & irrelevant to Teenagers
Teenagers perceive museums as boring, strict, and irrelevant, making it hard for museums to compete with more engaging entertainment.2. Teenagers rely on disengaged intermediaries
Teenagers depend on teachers and parents to access art, but museum or art value often gets lost because intermediaries may not be fully engaged.3. Lack of guidance & preparation in school visits
School visits to museums often lack proper preparation and clear guidance, leaving students to wander aimlessly and resulting in low engagement with the exhibits.experiences that empowers teenagers to confidently engage
with art and foster their personal growth?
While Tate offers many programs for families, children, and young adults, there is a valuable opportunity to address the gap by engage directly with teenagers at an earlier stage. By supporting art education through the UK national curriculum and building stronger school partnerships through collaborating with teachers, this approach can foster a deeper appreciation for art and encourage ongoing involvement through the Tate Collective program.
Solution Strategy
The program bridges the playful spirit of Tate Kids with the dynamic energy of Tate Collective, meeting teens where they are and helping them engage with art on their own terms through meaningful value propositions:
1. Empowerment: building a sense of agency, self-confidence, and ownership in teens' artistic journey.
2. Enablement: Facilitating skills development and knowledge, and creating opportunities for meaningful engagement.
3. Equipment: Providinxg the necessary tools, spaces, and resources to support artistic exploration and growth.
Envisioning a holistic, teenager-led ecosystem to empower teenagers’ artistic growth and active engagement with art and museums, this strategy is anchored in three program pillars offering a phased roadmap across the now, near, and future stages, addressing key touchpoints throughout the pre-visit, visit, and post-visit experience.
COMMUNICATION & LANGUAGE
1. Tate Teens Communication
Establish direct communication with teenagers by using clear, relatable language that builds connection and strengthens brand relevance.EXPERIENCE ENHANCEMENT
2. School Visit Programme
Equip teachers with the tools and resources needed to guide students effectively, enhancing their experience, understanding, and engagement with art and creativity.AUTONOMOUS ENGAGEMENT
3. Campaign Activation
Encourage more teens to visit the museum independently, fostering their autonomy and engagement.Concept Illustrations
Image disclaimer: Some images used above are for illustrative purposes only
and are the property of their respective copyright holders.
to make the museum feel exciting and approachable.