The National Gallery celebrated its bicentenary in 2024 with NG200, a major transformation of the Sainsbury Wing into an accessible, welcoming visitor hub. The Gallery needed a commercial case to demonstrate how cultural and financial goals could be met through this investment.
Our Role
We analysed existing income streams including retail, catering, membership and venue hire, benchmarking against international comparators. We modelled potential uplift from the redesigned Wing, incorporating cultural and operational factors, and developed detailed financial forecasts which we presented to trustees and the Masterplan Board.
Outcomes
The business case demonstrated strong returns, showing growth potential particularly in food, venue hire and membership. When the refurbished Wing reopened in 2025, visitor response was overwhelmingly positive, and trading results exceeded forecasts despite wider economic challenges. NG200 has strengthened the Gallery’s ability to welcome diverse audiences, embed commercial success and secure its long-term sustainability.
