The relationship between artist and audience is changing the spaces that facilitate ‘exhibition’. These spaces are required to be both a passive and active aspect of the participatory process. Over recent years, Sheppard Robson has developed its knowledge of designing for the creative and cultural industries. The buildings that were traditionally designed to house collections have given way to an architecture that is as much the attraction as its content. We have seen this evolve to the point where the container is the content. Cultural spaces should facilitate and add to the creative experience.