Image: Roman Ondak, Measuring the Universe at Tate Modern 9 - 12 May 2025. Photo Sophie Shaw.
Tate Modern tripled young visitor numbers to 70% through partnership programming during its 25th anniversary weekend.
Tate Modern has demonstrated how strategic partnership programming can shift visitor demographics, with over 70% of its 76,000 weekend visitors aged under 35 during its 25th anniversary celebrations.
The figures represent more than double the gallery’s typical under-35 visitor percentage of 30%, achieved through a partnership with UNIQLO that delivered a multi-format programme of art, performances, talks, screenings and workshops across a three-day period.
The weekend also saw a record 2,000 people signing up to Tate Collective, the gallery’s free membership scheme for 16-25 year olds. This brought total membership to over 180,000, making it the world’s largest arts membership programme for young people.
The initiative continued into the following week with 25 London school groups participating in workshops and experiences, reaching over 600 children through activities including collage-making sessions. The sessions responded to collection displays and saw participation in Roman Ondák’s collective performance, ‘Measuring the Universe’ in the Turbine Hall.
The gallery has used its 25th anniversary year to install a trail of 25 artworks across the building, spanning established names such as Andy Warhol and Salvador Dalí alongside contemporary artists including Monster Chetwynd and Pipilotti Rist.
