2. The National Maritime Museum Amsterdam: in 350-year-old Naval Depot, the former
arsenal of the Admiralty.
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. 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. 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. 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. 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. Location of exhibitions within the building
NORTH (‘Experience’)
Voyage at Sea
Amsterdam
East Indiaman
WEST (‘Stories’)
EAST (‘Objects’)
Thematic exhibitions
Object exhibitions
SOUTH -Entrance
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. 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. Impact on the organization of new approach
• New department: Sales & Events
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.