An extraordinary combination of multimedia art, prestigious museum collections and secret archives: a multi-layered project in which the voices of individuals and institutions merged in surprising and unexpected ways.

The project centred around 5 film interventions that were installed in 5 of exhibition Road’s world Museums: The Science Museum, The Natural History Museum, the Victoria and Albert Museum, The Royal Geographical Society with IBG and the Serpentine Museum. The animated films represented the relationship of ordinary people to the museum’s collections.

Priceless resulted in video installations, mobile exhibitions, a graphic installation in the South Kensington Underground foot tunnel and artist-led guided tours. The project launched with a large-scale outdoor public event where Exhibition Road was closed to traffic and guests processed down the street accompanied by a buskers orchestra and the 5 films were projected in a spectacular light show on the side of the Natural History Museum. 


Artistic Director Ali Zaidi Concept and Development Ali Zaidi, Poulomi Desai, Daniel Saul Film and Animation Daniel Saul Sound and Music Poulomi Desai Producer Penny Andrews Learning Director Janice Galloway Administrator Alison Bean Production Management Johnny Goodwin for JOULE Assistants Katerina Athanasopoulou, Becalelis Brodskis, Julian Frank, Katy Milner; Royal College of Arts Placements Jane Cheadle, Louisa Stathoupolou


Goethe-Institut, Imperial College London, Natural History Museum, Royal Borough of Kensington and Chelsea, Royal College of Art, Royal Geographical Society with IBG, Royal Parks, Science Museum, V&A and Westminster City Council


Bloomberg, Arts Council England Lottery, Westminster City Council, the Royal Borough of Kensington and Chelsea, TimeOut Park Nights


Exhibition Road (South Kensington, London), Goethe-Institut, Natural History Museum, Royal Geographical Society with IBG, Science Museum, Serpentine Gallery and Pavilion 2006, South Kensington Underground Station's foot tunnel, V&A. Screenings of four videos from priceless were presented at Artsadmin Toynbee Studios, London in June 2007