Bespoke Visual Merchandising Course For Verulamium Museum St Albans
This month I loved being back at Verulamium Museum in St Albans, Hertfordshire running a bespoke Visual Merchandising Course for their staff members. Verulamium Museum is built on the site of one of the largest Roman cities in Britain, Verulamium Museum is filled with ancient treasures and some of the finest mosaics outside of the Mediterranean.
Booking a practical, in person Visual Merchandising Course which can be held in your store or head office space offers many benefits for attendees to effectively learn creative & commercial Visual Merchandising techniques. The bespoke course I taught the team at Verulamium included a presentation of the key theory techniques and hands on practical exercises using your own merchandise, within your shopfloor space. All bespoke courses feature tailored learning to specific retail environments, where attendees learn practical skills which can be immediately implemented across the business. With practical courses I can provide on the spot feedback to attendees, making the learning process dynamic and effective.
For more information and to plan your visit to the amazing Verulamium Museum, please find their website link below;
https://www.stalbansmuseums.org.uk/visit/verulamium-museum
My thoughts on the power of Visual Merchandising within museum retail spaces
When we think of museums, we often think of curated exhibitions, historical artifacts, and quiet contemplation. But just beyond the galleries, another form of storytelling unfolds — in the museum shop. Here, Visual Merchandising plays a critical role in extending the museum experience, engaging visitors, and supporting the institution’s sustainability.
Museum shops are not ordinary retail spaces. They offer meaningful, often educational products that connect to the themes and values of the museum itself. From exhibition books/guides to artisan-made jewellery, every item can serve as a keepsake, a conversation starter, or a continuation of the learning journey.
But the power of these products lies not only in what they are, but how they’re presented.
Effective Visual Merchandising is about much more than making things look nice. It’s about creating an emotional and visual narrative that supports the museum’s mission while enhancing the visitor experience.
Visual Merchandising can act as a bridge between the exhibition and the retail space. If a museum is hosting an exhibition for example; Roman history, the shop can reflect that through themed displays, textures, colors, and curated product groupings. This helps visitors remain immersed in the story — even as they transition into a retail setting.
Just like a museum exhibit encourages exploration, a well-merchandised shop invites customers to discover hidden treasures. Clever product placement, layered displays, and interactive elements can turn browsing into an engaging experience.
Museum shops are increasingly focusing on ethical, locally made, or environmentally conscious products. Visual Merchandising can help tell the story behind these items — who made them, how they connect to the museum’s values, and why they matter. This context adds emotional value, making purchases feel intentional and rewarding.
Local museum shops often reflect the unique identity and history of their communities. Through personalized, visually rich merchandising, they can:
Celebrate local artists or traditions
Showcase regional books, crafts, and souvenirs
Build strong connections with both residents and tourists
This community-focused approach not only drives sales but also deepens engagement with the museum itself.
Visual Merchandising isn’t just about aesthetics — it’s a strategic, creative practice that enhances storytelling, supports sales, and makes the museum experience more memorable.
For small or local museums, where every visitor and purchase counts, thoughtful visual merchandising can transform a simple gift shop into a powerful cultural extension of the museum itself.
For more information on how I can support your business and team members with bespoke Visual Merchandising training, please get in touch ;
Mobile +44 07976 575847
Email info@visualmerchandisingcourses.co.uk
All photos are copyright of VMC
