Maximising the use of Cheltenham's Wilson Art Gallery and Museum will be the focus of a feasibility study conducted by one of the country's leading heritage and conservation specialists.

The Cheltenham Trust have appointed Bristol-based architects, masterplanners and cultural specialists Purcell to study how the museum can provide a better experience for visitors.

Purcell's competition-winning proposal looked at audience development and income generation with the aim of ensuring a "long term, relevant and viable life" for the Clarence Street institution

Julie Finch, CEO of The Cheltenham Trust, explained that Purcell's track record of work with historic buildings and the museum sector made them the obvious fit for the latest development.

"We are pleased to have commissioned Purcell to lead on a feasibility study on the next phase of development for The Wilson," she said.

"The study will be conducted in three stages and consultation with stakeholders will take place throughout.

The project is an exciting next step in planning the future and we are looking forward to working with the Purcell team to explore the opportunities for the building and the collection.

"We are grateful to the Friends of the Wilson for funding this important project."

The Wilson - named in honour of Cheltenham-born Arctic explorer Edward A Wilson - underwent a major refurbishment and relaunch in 2013 and attracts more than 100,000 visitors per year.

It has a complex arrangement of exhibition space spread across the upper floors of the town's 19th century library, a 1980s extension and the latest additions facing Clarence Street.

While a major phase of development works was completed at the museum in 2013 the study will now explore how to make best use of the available space.

Niall Phillips, senior partner at Purcell said: "The Wilson Art Gallery and Museum is a complex and challenging project that involves a comprehensive review of its collections.

"Doing this, we can establish how they can be better presented and programmed to engage a larger and wider audience, a business development plan to identify how its existing income can be improved, potential new commercial income streams added to build its future resilience and how these two factors need to be reflected in the way the building itself works and what changes might be necessary to facilitate them.

Adrian Barlow, Chair of the Friends of the Wilson, said: 'The Friends are delighted to be funding this important project. We look forward to working closely with The Cheltenham Trust and with Purcell during the course of the feasibility study."