It provides access to many nationally significant institutions, including the Victoria and Albert Museum, the Science Museum, Natural History Museum (which incorporates the former Geological Museum), the Royal Geographical Society, Imperial College London (directly and via Imperial College Road), Pepperdine University Abroad and Jagiellonian University Abroad. The London Goethe Institute and The Church of Jesus Christ of Latter-day Saints meeting house are also located on Exhibition Road.
A design competition for plans of how to improve the street's design to reflect its cultural importance was held in 2003 by the Royal Borough of Kensington and Chelsea. The competition was won by the architectural firm Dixon and Jones for a shared space scheme for the road and surrounding streets which would give pedestrians greater priority whilst still allow some vehicular traffic at a reduced speed. The project also aimed to improve the artistic and architectural merit of the streetscape, and clearly draws inspiration from the work of Gordon Cullen's Townscape. The scheme was completed ahead of the 2012 London Olympics.
Looking north prior to implementation of shared space scheme with the Science Museum in the distance
The Natural History Museum from Exhibition Road