Seven Stories in Newcastle is the only museum in the UK dedicated to children’s books and one of only a handful in the world. Their mission is to champion literature for children and young people and their world-class collection represents over 250 authors and illustrators.
Having been closed for many months as a result of the Covid-19 pandemic Seven Stories wanted to reopen with two complimentary exhibitions that responded to the challenges experienced by many during this time. The Once There Was Magic and Shifter of Shapes exhibitions were both designed by Bright White Ltd and successfully opened in September 2021.
The aspiration was to offer a reflective and truly magical experience to visitors that explored the theme of magic in children’s books, highlighted the restorative and healing power of nature and celebrated the magic of reading more broadly.
Once There was Magic is an immersive exhibition that focuses on the representation of magic in children’s books, using award winning author and Children’s Laureate Cressida Cowell’s The Wizards of Once series as a main point of reference whilst drawing on the works of many other well-known and well-loved authors. The exhibition features the works of C.S. Lewis, Phillip Pullman, J.K. Rowling, Roald Dahl, Celia Rees and Terry Pratchett amongst others.
Visitors are guided by a Wizard through the magical Wildwoods — the setting of Cowell’s story. Along the way they will encounter portals into other magical literary worlds and meet and interact with characters from The Wizards of Once such as Caliburn, a talking Raven, Squeezjoos, a mischievous hairy fairy, and an enchanted spoon. These characters have been brought to life using state of the art digital puppetry. To progress through the Wildwoods and continue on to the next portal groups must complete a challenge or puzzle at each station. The hour-long experience theatrically explores both classic and modern works of literature demonstrating how many different ways there are to think about magic.
At the end of the journey through the Wildwoods visitors return to the real world where they can see original artworks, illustrations and notes relating to the featured works and the worlds they have just encountered.
Once There Was Magic is an enchanting, rewarding and inspirational experience for young children and adults alike. Championing the power of reading and its capacity to empower us and recognising that through reading we have the ability to visit other worlds, even whilst restricted in our own.
This is what Seven Stories’ CEO Mairi Kidd had to say having emerged from the Wildwoods:
I have had a magical afternoon. I met a Wizard named Hilda who led me through a magical land. It was so absolutely spellbinding that - quite to my surprise - I found I was teary-eyed. The group heading through after mine agreed; one of the children rated it 400 out of 10.
Blog Post:
This is an experience not to be missed for any magic lovers. Travelling through the Wildwoods with a wise wizard to guide you, your group will have to tackle 6 challenges before being able to return to the real world. The immersive exhibition includes original artwork, incredible special effects and portals exploring magical creatures, witches, Narnia, headology and more. The works of Cressida Cowell, C.S. Lewis, J.R.R Tolkein, J.K Rowling and Phillip Pullman among others are explored. Our family loved learning about each of the topics and having to problem solve in order to escape the rooms. Even our 2 year old could be heard shouting the answers to Squeezjoos. This is a really clever and educational exhibition, but your children won’t even realise that they’re learning a thing as they’ll be having so much fun. We would highly recommend it.
— Catherine Thomson, Mini Travellers, Published 3rd August 2021:
Visitor emails:
We all had so much fun - it’s very impressive to be able to entertain age ranges from 6 - 44. It was so cleverly designed and the best exhibition we’ve seen at Seven Stories (and we’ve loved all the others!) Our girls now want to read every book they heard about from the journey. [...] It really has been our favourite day out of this summer holiday.
I just wanted to write in too to say how fantastic our visit was today to Seven Stories. Our wizard was truly superb and made it such a fantastic experience for our girls (and the adults!).
Visitor Book:
I really enjoyed meeting Caliburn and Squeezjoos. Our guide was brilliant and I loved all the puzzles.
Very well thought out and great fun - lots of lovely touches to this magical journey. THANK YOU.
I felt like a detective and it was so cool meeting the spoon, Caliburn and Squeezjoos. It was epic riding on the magical door to go through the portal and fixing the key.
It was amazing learning about different magical books, objects and characters. I have especially enjoyed meeting Squeezjoos, Caliburn and the spoon.
This was an amazing adventure. Thank you so much, I really liked it. It was really cool.
Thank you for our adventure.
We had a great journey through the wildwoods. We really enjoyed talking to the crow and listening to the sound effects while working out the difficult puzzles. We also enjoyed all of the adventures and activities. Loved the labels on the hand sanitizer. We loved looking at the exciting selection of artwork too. Thank you!!
Squeezjoos I had an amazing journey with you, I will miss you.
Great exhibition aimed at slightly older [children] which I thought was a great idea. Plenty of studio space still for toddlers. I loved it! Loved all rooms and interactive activities through the wildwoods.
Thank you, we enjoyed the Harry Potter room the most (we love Harry Potter films).
Instagram Comments:
It is awesome! We loved every minute of it!
Wonderful!
We had a magical time, thank you.
A wonderful adventure.