The agency will be responsible for an outdoor, print and online campaign that will break in September and will be the centre's first brand advertising for three years.
The campaign will aim to celebrate the Barbican as a place where both audiences and artists can "do something different", in a bid to draw in younger audiences and build on last year's 16 per cent increase in visitors to the centre.
The Barbican has previously worked with Underwired and Lean Mean Fighting Machine, which have produced eCRM and digital campaigns.
The win follows reports this week that HMDG's relationship with Friends Reunited has come to an end. Both the agency and Friends Reunited said HMDG had been appointed to handle a specific set of projects that had now come to an end.