V&A appoints E3 for microsite work

LONDON - The Victoria and Albert Museum has appointed digital agency E3 to create microsites for two major forthcoming exhibitions, following a four-way pitch.

The microsites, which will be used to promote the V&A's Golden Age of Couture and Art of Lee Miller this autumn, marks the first time the Kensington-based museum has appointed a single digital agency to work on two of its concurrent projects.

E3 have been asked to create microsites that will give an insight into the forthcoming Golden Age of Couture exhibition, which will feature Parisian and British fashions between 1947 and 1957 designed by Balenciaga, Norman Hartnell, Givenchy and Dior.

The second site will preview the museum's Art of Lee Miller display, which will celebrate the work of the 20th century fashion and WWII US Army photographer and showcase 140 black and white images to coincide with the centenary of her birth.

Both sites will aim to give an overview of each exhibition, and to encourage user interactivity and advance ticket sales. E3's appoint is the fourth consecutive time it has been chosen by V&A to develop its exhibition microsites, following on from the work it did on Surreal Things in March.

Stuart Avery, joint managing director of E3, said: "The web is playing an increasingly important part in the whole exhibition experience and we'll be using a variety of new techniques to engage with visitors.

"We shouldn't view microsites as just another marketing tool but try to maximise their potential as an extension of the event of exhibition itself."

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