INTERVIEW: Craig Mann – The Power of Story Telling In Exhibition Design

Greenway Associates is delighted to speak with Craig Mann, founding partner of Studio MB, one of the UK’s leading multidisciplinary exhibition design studios. With over two decades of international experience, Craig and his team have been crafting immersive visitor experiences that go beyond the simple display of objects. At the heart of Studio MB’s philosophy is a belief that every exhibition has a story to tell, and that designers have a vital role to play in shaping it.

Craig believes that strong storytelling not only enhances the visitor experience but also adds value for clients, helping their vision reach its fullest potential. In an age where many exhibitions risk becoming mere displays, Craig shares why narrative is the difference between a display that is forgettable and one that is truly transformative.

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GA: Craig, what first drew you to the world of exhibition design, and at what point did you realise that storytelling could be the core of your work?

GA: Many clients approach an exhibition with a brief that focuses on objects or themes. How do you guide them towards thinking about story and narrative?

GA: Why is storytelling so important for visitors, and what does it add that a traditional display might not?

GA: Even major exhibitions sometimes miss the mark in their approach. Why do you think storytelling is often overlooked?

GA: Given Studio MB works internationally, how do you adapt storytelling for different audiences in the UK, Europe, or the Middle East?

GA: Looking at your portfolio, which project are you most proud of for how it tells a story? What challenges did you face, and how did the narrative guide design decisions?

GA: Finally, what advice would you give to emerging designers or studios looking to specialise in narrative-led exhibition design?