Reinventing Het Scheepvaartmuseum /
the National Maritime Museum Amsterdam
Linda Mol MA
Head of Exhibitions and Interpreta...
The National Maritime Museum Amsterdam: in 350-year-old Naval Depot, the former
arsenal of the Admiralty.
Why renovation and refurbishment?
•

Historic building, without climate control

•

Exhibition concept from 70’s, not rele...
Vision for the new museum

• world class collection
• top quality renovation of building
• outstanding exhibitions

• lead...
Our objective:
To inspire society with maritime stories

Our promise

STORIES

THAT are
Worth
SHARing

Our brand values

t...
Exhibition strategy :
summary

• Different exhibition formats,
• for different target groups,
• in different parts of the ...
Exhibitions: focus on target groups

Target group

Target group

Families
School parties

Traditional museum visitors
Mari...
Location of exhibitions within the building

NORTH (‘Experience’)
Voyage at Sea
Amsterdam
East Indiaman

WEST (‘Stories’)
...
The Open Courtyard
Inspiration for domed roof: lines on sea charts
EAST– Objects – The Navigational Instruments
EAST – Objects – The Globes
WEST – Stories – Golden Age exhibition
WEST –STORIES – The tale of the whale
WEST – Stories – Sal & Lori and Circus at Sea
NORTH – Experience – Voyage at Sea
NORTH –Experience – East Indiaman Amsterdam with Rinus the rat.
Possibilities and limitations

Working with top specialists in all disciplines
Possibilities and limitations

Raising huge budgets for the project:
Renovation

€ 58.0 mln

- Ministries of Culture and I...
Impact on the organization of new approach

• Study visits in the Netherlands and abroad for all staff
• Hostmanship train...
Impact on the organization of new approach

• New department: Sales & Events
Learning in the galleries: school groups
Learning in the galleries:
family groups
Learning in the galleries:
family groups
Programmes for traditional museum visitors and
maritime specialists
Museum shop
Results?

• Since reopening 1 October 2011: 850.000 visitors,
• during visitor surveys: rating of 8 to 8.5 (out of 10),
• ...
What different?
How to move on from here?
New (temporary) exhibitions on relevant topics: The Dark Chapter
How to move on from here?
Production of travelling exhibitions: Lego Maritime Worlds
How to move on form here?
Development of master plan for museum extension on former Navy premises next door
How to move on from here?
Development of online strategy
How to move on from here?
Close cooperation with all departments, especially Development/Sponsoring
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82 Linda Mol, Het Scheepvaartmuseum

  1. 1. Reinventing Het Scheepvaartmuseum / the National Maritime Museum Amsterdam Linda Mol MA Head of Exhibitions and Interpretation
  2. 2. The National Maritime Museum Amsterdam: in 350-year-old Naval Depot, the former arsenal of the Admiralty.
  3. 3. Why renovation and refurbishment? • Historic building, without climate control • Exhibition concept from 70’s, not relevant for today’s visitors • Limited visitors’ capacity and facilities
  4. 4. Vision for the new museum • world class collection • top quality renovation of building • outstanding exhibitions • leading events • superb hostmanship • cultural entrepreneurship • result: from180.000 to 300.000 visitors a year
  5. 5. Our objective: To inspire society with maritime stories Our promise STORIES THAT are Worth SHARing Our brand values to be stimulating to be leading in our field to be inviting to be accesible to be reliable
  6. 6. Exhibition strategy : summary • Different exhibition formats, • for different target groups, • in different parts of the museum building, • designed by different exhibition design teams, • creating different atmospheres in each of the galleries.
  7. 7. Exhibitions: focus on target groups Target group Target group Families School parties Traditional museum visitors Maritime specialists Maritme experience/ Voyage at Sea experience and immersion Object exhibitions discovery and enjoyment East Indiaman Amsterdam experience and immersion Thematic exhibitions discovery and experience
  8. 8. Location of exhibitions within the building NORTH (‘Experience’) Voyage at Sea Amsterdam East Indiaman WEST (‘Stories’) EAST (‘Objects’) Thematic exhibitions Object exhibitions SOUTH -Entrance
  9. 9. The Open Courtyard
  10. 10. Inspiration for domed roof: lines on sea charts
  11. 11. EAST– Objects – The Navigational Instruments
  12. 12. EAST – Objects – The Globes
  13. 13. WEST – Stories – Golden Age exhibition
  14. 14. WEST –STORIES – The tale of the whale
  15. 15. WEST – Stories – Sal & Lori and Circus at Sea
  16. 16. NORTH – Experience – Voyage at Sea
  17. 17. NORTH –Experience – East Indiaman Amsterdam with Rinus the rat.
  18. 18. Possibilities and limitations Working with top specialists in all disciplines
  19. 19. Possibilities and limitations Raising huge budgets for the project: Renovation € 58.0 mln - Ministries of Culture and Internal Affairs Refurbishment € 17.5 mln - Het Scheepvaartmuseum Commercial investments € 1.7 mln - Het Scheepvaartmuseum Enterprise
  20. 20. Impact on the organization of new approach • Study visits in the Netherlands and abroad for all staff • Hostmanship training for all staff • Training in brand values for all departments
  21. 21. Impact on the organization of new approach • New department: Sales & Events
  22. 22. Learning in the galleries: school groups
  23. 23. Learning in the galleries: family groups
  24. 24. Learning in the galleries: family groups
  25. 25. Programmes for traditional museum visitors and maritime specialists
  26. 26. Museum shop
  27. 27. Results? • Since reopening 1 October 2011: 850.000 visitors, • during visitor surveys: rating of 8 to 8.5 (out of 10), • spontaneous brand awareness had doubled, • many visits from Dutch and foreign colleagues and powerpoint presentations elsewhere, • many awards/nominations in the Netherlands and abroad.
  28. 28. What different?
  29. 29. How to move on from here? New (temporary) exhibitions on relevant topics: The Dark Chapter
  30. 30. How to move on from here? Production of travelling exhibitions: Lego Maritime Worlds
  31. 31. How to move on form here? Development of master plan for museum extension on former Navy premises next door
  32. 32. How to move on from here? Development of online strategy
  33. 33. How to move on from here? Close cooperation with all departments, especially Development/Sponsoring

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