Using app technology to open up Manchester’s architectural story

With help from the Foundational Economy Innovation Fund, The Modernist Society has launched a new mobile app that makes Manchester’s 20th century architecture accessible to more people than ever before.

Making modernism mobile

The Modernist Society champions 20th century architecture and design, helping people explore the buildings that shape Manchester and other cities. Known for its publications, walking tours and Port Street shop, the community interest company has grown a loyal following of architecture lovers and casual explorers alike since it was set up in 2009.

With demand for in-person walking tours outstripping supply, and only so many hours in the day, co-founders Jack Hale and Eddy Rhead had long been looking for a way to expand access to their work. “The buildings are our museum,” Jack explains. “We’re all about encouraging people to engage with and enjoy architecture on the streets, but with guided tours we’re limited to 20 individuals at a time. We needed something that’s constantly available to the public.”

That ‘something’ turned out to be a free mobile application. Thanks to backing from the Innovation Fund, The Modernist Society was able to launch a self-guided digital tour of Manchester’s city centre. It was, says Eddy, a project that would have been impossible without this support: “We didn’t have the know-how or the clout or the money to do it. It just would never have happened, there’s no two ways about it.”

An idea waiting for the right moment

The idea for a mobile app had been floating around for years but, without the funding to take it forward, remained on the shelf. “We’d always leaned towards print, that’s been our bread and butter,” says Eddy. “But our raison d’être is to educate and champion modernist architecture, and we knew a digital tool could help us widen our reach to a bigger audience.”

With £10,000 of early funding, they were able to explore what might be possible, without the pressure of financial risk holding them back. An additional £30,000 of second phase funding really brought the project to life, allowing the social enterprise to turn a good idea into something polished, purposeful and uniquely theirs.

“The developer we partnered with offered to build the platform at no cost,” Jack explains. “This meant we could use the funding to create high-quality content and invest in marketing, both of which were essential to making the app work.”

That shift in focus allowed them to properly promote the launch, something that hadn’t initially been part of the plan. “We probably wouldn’t have thought to spend on social media ads,” Jack admits. “To be honest, it always felt like money into the ether, especially for a small organisation like ours, where every pound has to count. But it’s how we reached new audiences beyond our usual circles. That was a big lesson.”

Opening Manchester up to a global audience

Free to download on both the Apple App Store and Google Play, the digital guide is a sleek, user-friendly tool that hosts ten – and counting – themed tours of Manchester’s city centre. While each tour responds to your location, unlocking content as you approach key buildings, the tool also works remotely, allowing users to explore Manchester’s architecture from anywhere in the world.

“It’s really about access,” says Jack. “Visitors who miss our tours can now explore in their own time. And for people who can’t visit the city, due to distance, mobility or cost, the app gives them a way in.” That wider audience is already making a difference. Most users sign up for The Modernist Society’s mailing list, which is a key channel through which the team promote books, maps and merchandise.

“It’s had a big impact,” adds Eddy. “We’re seeing more sign-ups, more interest in our work, and more opportunities to connect with people who’d never have found us otherwise.”

Turning innovation into income

While the technology was developed in Manchester, its potential has quickly grown beyond the city. Using the same platform, The Modernist Society has since added tours in Glasgow, with more planned for Liverpool, Bristol, Sheffield and Huddersfield.

Some of these new city guides have attracted small pots of funding in their own right, effectively creating a new revenue stream for the organisation. “The app has helped us diversify our income,” says Jack. “It’s opened the door to grants, new partnerships and collaboration with volunteers in other cities. It’s a powerful lever.”

The team also credit the app with giving The Modernist Society added visibility and credibility. “It’s beautifully designed,” says Eddy. “It reflects our brand, and when people see it, it gives us a bit of kudos. We’ve even had press coverage in The Guardian and the Glasgow Herald.”

Support beyond funding

Developing a digital tool for the first time brought a steep learning curve – and that’s where wraparound support from GM Business Growth Hub came in. With no prior experience briefing a developer, Jack and Eddy were connected to an IT consultant through the Hub’s Innovation Service. That guidance helped them shape a clear brief, ask the right questions, and understand what to expect from a digital partner.

And the team also received tailored advice on intellectual property when they encountered potential legal risks, specialist input that wouldn’t otherwise have been easy to access. “We don’t have all the answers,” says Eddy. “So having people we could turn to along the way made a big difference. It’s nice to have a Manchester-based source of help.”

Visit the-modernist.org (external website) to find out more about The Modernist Society and to download the app.