National Trust | Cragside Roof Project
Protecting Britain’s original smart home, one tile at a time.
Bringing a remarkable restoration to life
Cragside is no ordinary house. Built by inventor Lord Armstrong, it became a pioneer of modern living, harnessing hydroelectricity to power electric lighting and introducing technologies that were decades ahead of their time.
Today, protecting this remarkable building means taking on a major roof restoration. With a complex roofscape, extensive scaffolding and significant conservation work underway, the challenge was to help visitors understand what was happening above their heads and why it matters.
Working with the team at National Trust, we set out to turn a potentially disruptive restoration into an engaging part of the Cragside visitor experience. Rather than let the scaffolding dominate the story, we wanted to use it as an opportunity to celebrate the building, its history and the craftsmanship involved in preserving it for future generations.
A story worth looking up for
The creative approach centred on the National Trust’s idea of protecting Britain’s original smart home, one tile at a time.
Cragside’s distinctive roofline provided the inspiration for a visual identity that celebrates the building’s character while bringing the restoration to life. From the intricate roofscape to its chimneys and carved details, there’s a remarkable amount to discover and we wanted visitors to see the scaffolding as more than a temporary obstruction.
We developed a suite of creative assets to communicate the project across the visitor experience, including branded hoardings, signage and a visitor leaflet. Each element helps explain the work taking place, offering a glimpse into the scale of the restoration and the importance of protecting this extraordinary building.
Bringing the story to life
A key part of the project was finding ways to make the conservation work accessible and interesting to visitors of all ages.
We designed a bespoke interpretation theatre and created informative posters to help explain the project and share more of the story behind the restoration. To bring the concept to life, we collaborated with local joiner Plyable, who crafted and installed the theatre.
The result is a dedicated space where visitors can explore the project in more detail, connecting the practical work taking place with the bigger picture of Cragside’s history and future.
For younger visitors, we also developed a children’s trail featuring Norman, a character inspired by one of Cragside’s much-loved gargoyles. It gives families another way to engage with the building and its fascinating details, bringing a little personality and playfulness to a serious conservation project.
Protecting the past for the future
Cragside’s roof is a complex structure, with more than 100 roof slopes and a network of interconnected ridges. The restoration will help protect the building from water ingress and increasingly challenging weather conditions, safeguarding its interiors and collections for years to come.
Our role has been to make that work visible, understandable and engaging, creating a joined-up visitor experience that brings the story beyond the roof itself and into every interaction along the way.
From the initial creative direction through to the interpretation, printed materials and on-site experience, the project demonstrates how thoughtful design can help people connect with conservation in a meaningful way.
Because preserving a remarkable place isn’t just about the work happening behind the scaffolding. It’s about helping people understand why it matters.
Blumilk. Intelligently creative, helping bring Cragside’s next chapter to life.
