Sam Bompas - Developers of the new immersive Museum of Shakespeare & Founder, Bompas & Parr

Opening in 2025, the Museum of Shakespeare is a new immersive, interactive – and permanent – visitor experience promising to transport guests back to the 16th Century to follow in the footsteps of the world's most famous playwright.

Located three metres underground, guests will travel back to the year 1598 for a fantastical retelling of a day in the life of William Shakespeare himself.

The Museum of Shakespeare is being conceptualised and developed by Bompas & Parr in collaboration with Cain International, Museum of London Archaeology and Historic England.

Bompas & Parr leads in flavour-based experience design, culinary research, architectural installations and contemporary food design.

The studio first came to prominence through its expertise in jelly-making, but has since gone on to create immersive flavour-based experiences ranging from an inhabitable cloud of gin and tonic, the world’s first multi-sensory fireworks and a Taste Experience for the Guinness Storehouse in Dublin, officially the best place to taste Guinness in the world.

The studio now consists of a team of creatives, cooks, designers, specialised technicians and architects. With Sam Bompas and Harry Parr the team works to experiment, develop, produce and install projects, artworks, jellies and exhibitions, as well as archiving, communicating, and contextualising the work. Bompas & Parr also collaborates with specialist technicians, engineers, artists, scientists, musicians and many other disciplines to create wondrous events.

Bompas & Parr has written four books, the most recent in late 2014 which saw the studio republish Memoirs of a Stomach, a lost-and-forgotten 18th century tome brought up to date with visuals from inside the digestive tract of food writer, pop-up chef and Sunday Times columnist Gizzi Erskine.

The studio works with some of the biggest companies and the world’s foremost cultural institutions to give people emotionally compelling or inspiring experiences.

Bompas & Parr has exhibited at Barbican Art Gallery, Garage Center for Contemporary Culture, Salon del Mobile, San Francisco Museum of Modern Art, Serpentine Gallery, Victoria & Albert Museum and the Wellcome Collection and collaborated with such firms as Diageo, Cargill, Selfridges, Disney, Louis Vuitton, Unilever, Vodafone, Kraft Foods, Heinz and Mercedes-Benz.

Freddie Mason - Senior Creative Strategist, Bompas & Parr

Freddie Mason is a Senior Creative Strategist at Bompas & Parr, who specialises in experience design, multisensory innovation and interspecies communication. Freddie holds a PhD from the Royal College of Art, where he undertook the world’s first in-depth study of the histories and futures of viscous materials.