A bold collaboration between Parc Signs and NMMC, celebrating 100 years of Waveriding in Cornwall through immersive design, expert fabrication, and a whole lot of heart.
A landmark exhibition—and a first for us
SURF! is the latest major exhibition at the National Maritime Museum Cornwall. Curated by surf academic Dr. Sam Bleakley, it celebrates a century of waveriding in Cornwall—its culture, its champions, and its impact on art, activism and identity. It’s also the first time we’ve taken on full exhibition design for NMMC. After years of fabricating and installing exhibitions designed by others, this one was different. This time, the design started with us.
No pressure, right?
How the collaboration came to be
We’ve worked with the museum for years—on exhibitions and throughout the permanent galleries—often stepping in on-site to help rework tricky technical details during installs. Our team, became known for smart, fast problem-solving. By the time SURF! came along, we’d built a strong relationship with NMMC’s director Richard Doughty and the wider team. They knew how we worked. They trusted us. And they gave us the green light to design the entire exhibition from scratch.
It was nerve-wracking. But exciting. We knew we could do it—and we couldn’t wait to get started.
The design process: zoning, flow and 3D walkthroughs
Helen, our lead designer, began by breaking the exhibition into five key zones: Cultural / Craft / Activism / Participation / Arts. We planned the visitor journey around those themes—thinking carefully about rhythm, flow, and those in-between moments of calm and contrast.
We also wanted the experience to feel sensory and immersive—inviting people to touch, listen, and feel. From picking up a sanding block in CJ’s workshop to surrounding yourself with the sights and sounds of the sea in the mindfulness film section at the end, the exhibition was designed to engage more than just the eyes. Items moved around in the process. One huge 37ft surfboard was originally planned to stand upright outside the building—but in the end, it was suspended dramatically from the ceiling.
‘3D modelling was key—it let us test ideas, grab walkthrough screenshots, and explore the experience long before we built it.’
Helen, creative design engineer
At this point, the team at A-Side were brought in to develop the exhibition’s visual identity and promotional campaign. We worked closely together to bring their brilliant graphic language into the physical space—integrating typography, colour-coded zones, and identity styling in ways that helped each area feel distinct and alive. Momentum at this stage gathered quickly, especially around the recreation of Newquay’s original Bilbo surf shop, which became one of our favourite parts of the exhibition.
Challenges, constraints, and knowing when to stop
One of the biggest challenges was simply the scale and scope of the stories to tell. Sam’s collection was vast—an aircraft hangar could have been filled! For Sam and the museum’s curatorial team, a major task was deciding what to include, and how to strike a balance between personal stories and wider histories.
For us, the task was designing an exhibition that could hold so many objects without feeling overcrowded or overwhelming. It was important to create a space that avoided visual clutter—one with rhythm, flow, and room to breathe. Throughout the design process, we considered how different audiences would experience the show—from pro surfers to visiting families. We wanted each person to find moments of joy, impact, and connection.
One bold choice? Painting the entire floor, it had been dark for years. The original colour didn’t work with our light, bright vision—and we had to gently convince the museum it was worth the leap. We knew it would transform the space. And it did.
Designing a system for 100 surfboards
Another major challenge was how to display 100 surfboards — all different in size, shape, material, and design. Some had fins, some didn’t; some were displayed vertically or horizontally on walls, others suspended from above. A bespoke solution was needed.
We designed and manufactured a modular mount system — a feat of engineering and elegant design. Starting with a cross-section survey to find a median point, we developed a high-quality system using birch ply bases and interchangeable crystal-clear acrylic arms with silicone edges to protect each board. These mounts were fully adjustable, non-damaging, and secure. Crucially, they were also beautiful — designed to disappear into the background, but admired when noticed.
On opening night, with so many surf industry voices in the room, we kept hearing the same thing: people loved the mounts. Even Sam Bleakley was raving about them. What began as a tough design problem became a standout feature, and one we’re extremely proud of.
‘Working out how to display and fix 100 surfboards was really a pivotal part of the whole exhibition, it was so important for us to get this right.’
Joe, Design Manager
From workshop to museum floor: fabrication and install
Making every single part of this exhibition was no small task. Across departments, our full team rolled up their sleeves—designers, makers, finishers, fitters. Weeks of on-site install followed. And as opening night drew closer, it was all hands on deck: paintbrushes flying, job sheets flying faster.
Opening night—and a Cornish collaboration of world-class quality
And just like that, it was all in place. The opening night was completely wonderful. Hard hats off, glad rags on. The museum filled with people from across the surf industry, friends, volunteers, and NMMC partners. It was a true celebration—with music, connection, and that exciting hum that comes when everything just clicks into place.
Before the exhibition doors were revealed, Richard spoke on stage, giving a heartfelt speech thanking everyone involved—he even gave a special shoutout to Helen and Joe from our crew, calling Joe an ‘absolute genius.’ (Joe’s been joking about getting that phrase printed on a T-shirt ever since!). It was a powerful moment—not just for us, but for everyone involved.
Because SURF! wasn’t just a big project; it was a big collaboration. A properly Cornish collaboration. And what we created together? It’s of world-class quality. No doubt about it.
Watching people walk through the exhibition for the first time—interacting with the space, connecting with stories—was electric. Even before any press landed, we knew we’d done the job right. The museum’s volunteers (always the most honest critics!) gave us brilliant feedback. Since then, the response has been so rewarding. We’re proud. And more than that, we’re ready. Ready for whatever comes next.
See it for yourself
SURF! is open now at the National Maritime Museum Cornwall in Falmouth, running until January 2027. If you’re anywhere near the coast—don’t miss it!
Photography Credits:
Ian Cross Photography
National Maritime Museum Cornwall
Snaps by Friends