The National Gallery wanted to rekindle public interest in its permanent collection. While tourists flocked to the gallery, local audiences were harder to reach, with many seeing art as distant, elitist or simply irrelevant to their daily lives.

We set out to make art feel accessible, surprising and shareable. The answer came not from the gallery itself, but from the streets of London. Its architecture; archways, railings and stone facades, all became the perfect setting for a new kind of gallery experience.

With Hewlett-Packard as a partner, we set them the challenge: could their printers reproduce the world’s greatest masterpieces with stunning accuracy? The answer was yes. Over the course of one summer, 44 replicas lined the streets of Soho, Piccadilly and Covent Garden, transforming the West End into an open-air gallery.

The project sparked worldwide media coverage, became the most awarded brand campaign of its year, and most importantly inspired Londoners to re-engage with their gallery — proving that art can live beyond the museum walls.