Amsterdam DNA, Amsterdam DNA,

a major step in the renewal of a major step in the renewal of the Amsterdam Museumthe Amsterdam Museum

Marijke OosterbroekMarijke Oosterbroek

IntroductionIntroduction

Amsterdam MuseumAmsterdam Museum

AmsterdamAmsterdam HistoricalHistorical MuseumMuseum

MissionMission

"The Amsterdam Museum brings the

history of the city to lifehistory of the city to life,

for

a widest possible and maximum diverse a widest possible and maximum diverse audienceaudience.

The Amsterdam Museum

challenges residents and visitorschallenges residents and visitors,

to

deepen their relationship with the citydeepen their relationship with the city."

"The Amsterdam Museum brings the

history of the city to lifehistory of the city to life,

for

a widest possible and maximum diverse a widest possible and maximum diverse audienceaudience.

The Amsterdam Museum

challenges residents and visitorschallenges residents and visitors,

to

deepen their relationship with the citydeepen their relationship with the city."

Primary target groupsPrimary target groups• touriststourists from the Netherlands and

abroad,

• all residents of the Amsterdam residents of the Amsterdam regionregion, and people who feel connected to Amsterdam,

• all people undergoing educationpeople undergoing education related to Amsterdam.

CollectionCollectionCollectionCollectionCollectionCollection

collectie.amsterdammuseum.nl

collectie.amsterdammuseum.nl

Permanent exhibitionsPermanent exhibitions

Temporary exhibitionsTemporary exhibitions

EducationEducation

EventsEvents

World Wide WebWorld Wide Web

Target groups: tourists Target groups: tourists and first visitorsand first visitors

Story of Amsterdam in Story of Amsterdam in 7 Periods7 Periods

• 1000 -1500: 1000 -1500: city on pilescity on piles• 1550 -1600: 1550 -1600: revolt against king and revolt against king and

churchchurch• 1600 -1700: 1600 -1700: centre of the worldcentre of the world• 1795 -1815: 1795 -1815: liberty, equality, liberty, equality,

fraternityfraternity• 1870 -1914: 1870 -1914: towards a modern citytowards a modern city• 1940 -1945: 1940 -1945: second world warsecond world war• 1945 - : 1945 - : capital of freedomcapital of freedom

4 Values4 Values

– Spirit of enterpriseSpirit of enterprise– Freedom of thoughtFreedom of thought– Civic virtueCivic virtue– CreativityCreativity

10 10 languageslanguages

BookletBooklet

Q&R codeQ&R code

Q&R code readerQ&R code reader

InteractionInteraction

Personal advisePersonal advise

City walks in appCity walks in app

City walks in bookletCity walks in booklet

Pictures on FlickrPictures on Flickr

Information on internetInformation on internet

Presentation methods Presentation methods

http://www.amsterdammuseum.nl/dna/amsterdam-dna

VideoVideo

Info graphicsInfo graphics

ActionAction

Special viewpointsSpecial viewpoints

Pepper ghost, smellingPepper ghost, smelling

Background videosBackground videos

The real thingThe real thing

ImprovementsImprovements

• Improved entrance• Interactive screens• Photo shoot• Sound (soundscapes)• Facilities for groups• Alternative for booklet (audiotour)• More information the web• Alternative for the smarphone app

But…But…