By Amy Houston, Senior Reporter

July 19, 2022 | 4 min read

Creative agency M&C Saatchi London and Queer Britain are continuing their long-standing partnership by launching the UK’s first-ever LGBTQ+ museum at Granary Square, King’s Cross.

Following a soft launch period, the museum’s first physical home officially opens today with an inaugural exhibition titled ‘We Are Queer Britain.’ The show will include Oscar Wilde’s prison cell door, the stage outfit that Years and Years’ Olly Alexander came out in and a rainbow hijab for attendees to view.

To coincide with the opening, the team devised a campaign titled ‘The Place To Be Seen’ to support the museum’s official opening and highlight the importance of visibility for LGBTQ+ people, culture and history. Running across out-of-home (OOH), social and digital channels, the ads will honor the 50th anniversary of Britain’s first Pride march. The promo film features TV personality Dr Ranj Singh, plus Drag Race UK alumni Kitty Scott-Claus, Ella Vaday and Bimini Bon Boulash.


“Without M&C Saatchi, Queer Britain would not have come so far, so fast. The passion, support and generous creativity it has shared have been nothing short of inspiring,” said Joseph Galliano, co-founder and director at Queer Britain.

“They are forever in the walls, forever our family. This launch campaign is stunning and beautifully articulated a core idea about us that we never could have done alone.”

Sadly, despite advances in LGBTQ+ visibility and acceptance, homophobic hate crimes are on the rise in the country. Toward the end of last year, the UK government noted that the number of police-recorded hate crimes had increased by 324% in the past decade.


“Most museums are places people go to see things. But this is a museum where queer people go to be seen. Our campaign champions the visibility of queer culture, history and people made possible at Britain’s first LGBTQ+ museum. It’s about visibility, validation and valuing the community’s stories,” added Ben Golik, chief creative officer at M&C Saatchi London.

He continues: “The need for visibility remains vital and having a permanent physical space for queer people and allies is an important step forward. Plus, having proud queer faces on posters across London means the launch campaign itself supports the museum’s own objectives.”


Clear Channel was appointed as the campaign’s media partner – supporting with outdoor space across London, which will be amplified by street posters through Jack Agency, plus social and digital content through Queer Britain featuring prominent influencers and supporters.

The launch will be enhanced by its own art commission, ‘Seen at Queer Britain,’ a project by queer portrait photographer Amy Maidment that will capture visitors on the historic opening day.

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