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National Motor Museum wins funding for Golden Arrow project

The National Motor Museum at Beaulieu has been awarded £74,527 by Arts Council England to reinterpret Land Speed Record-breaking icon Golden Arrow – using computer generated augmented reality and historic collections to enhance engagement for visitors.


The distinctive 1929 Golden Arrow was a wonder of its time. It was a harmonious blend of technology and design, producing a masterpiece of Art Deco expression which paved the way for two decades of unbroken British record-breaking success. With Major Henry Segrave in the driving seat, pushing the boundaries of engineering and human endeavor to the limit, this arrow shattered its target and set a new Land Speed Record of 231.36mph.

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Today, Golden Arrow is on permanent display at the National Motor Museum in a multi-media presentation which also features its record-breaking stablemates the 1920 Sunbeam 350hp, 1927 Sunbeam 1,000hp and 1960 Bluebird CN7. This project The Golden Arrow – Shot from the Past, Aimed at the Future will complement the existing installation with a new display and interactive area. Research on the museum’s rich collections will provide content for digital media and reveal untold stories of the car and those involved with it. Work will begin in January and conclude in March 2022, with the refreshed display remaining on show.

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The project will enable schools and universities to explore STEAM subjects (science, technology, engineering, arts and mathematics) through a focus on Golden Arrow and the museum will also offer craft sessions inspired by its beautiful design.

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National Motor Museum Director of Collections & Engagement Andrea Bishop said: “I am delighted that Arts Council England is supporting this project which delivers new learning opportunities for young people, a creative programme of craft sessions for adults and enhanced digital interaction in the museum. Alongside this, there will be fresh research into Golden Arrow and the collections relating to it, as well as some conservation work on particularly fragile items. This 90-year-old car will connect to new audiences by supporting educational initiatives and promoting well-being through creativity.”

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Arts Council England South West Area Director Phil Gibby said: “We are delighted to support the National Motor Museum Trust through our Designation Development Fund, with thanks to the National Lottery. Through a focus on the Golden Arrow car, the project will ensure the long-term sustainability of the museum’s excellent collection of unique cars whilst facilitating future research. We are extremely pleased that this funding will open up the untold stories of the Golden Arrow, allowing more people to experience the benefits that cultural activity can bring.” The National Motor Museum Trust’s collection of over 280 vehicles is world-famous, along with its extensive range of motoring artefacts, photographic images, specialist reference library and film and video library. For more information about its collection and services click here.



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