The Cast Courts, Victoria & Albert, London
Redisplayed and reopened, 2018

vision | masterplan | design

Metaphor works exclusively in the cultural sector, rethinking and redesigning museums, historic landscapes and cultural quarters.  We work in the UK and round the world, and at every stage in the process, from imagining new and renovated museums to delivering them on opening day. We create compelling and financially sustainable experiences that work for our visitors.


Our Museum

Museum of Marco Polo

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Selected Projects


Metaphor’s team consists of designers, architects, storytellers, interpreters, film-makers and business planners, led by the two founding directors, Stephen Greenberg and Rachel Morris.

After twenty years at the heart of the cultural sector we know how important it is to find new ways for visitors to connect with artefacts. We enjoy creating joined-up experiences where artefacts are enhanced by exceptional design, and supported by an imaginative Events programme and digital creativity. We are known for the emphasis we put on Content and Story.

We know that without financial sustainability nothing is possible and so our business planner is part of the team from the beginning. A flexible approach and a willingness to listen means that we have worked successfully in a wide range of places, from London to Cairo and from Bath, York and the Outer Hebrides, as far as California.




Studio 2
White Collar Factory
1 Old Street Yard
London EC1Y 8AF

t +44 (0) 203457 0413

Tube:  Old Street

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