reinventing an ethnological museum: tropenmuseum,...
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Reinventing an ethnological museum:Tropenmuseum, Amsterdam Paul Voogt, director Public Programs
Amsterdam, The Netherlands www.kit.nl
Colonial Museum, Haarlem 1871
The fibres gallery, 1912
Amsterdam, The Netherlands www.kit.nl
Colonial Museum, Amsterdam 1926
Display of Papuan man with child (New Guinea)
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, Amsterdam 1979
Solidarity with Sandinastas, Nicaragua Temporary exhibition, 1986
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, Amsterdam 1979
India gallery, slum dwelling ‘environment’
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 1990 - 2000
0
50000
100000
150000
200000
250000
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
Amsterdam, The Netherlands www.kit.nl
Changing population and travel destinations
Amsterdam (pop. 750.000)non-western immigrants as % of total population
1980: 13%2006: 33%
Netherlands (pop. 16 million)holiday destination outside Europe
1980: 173.0002005: 2.5 million
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, late 1990’s
Time for a new strategy
•Rediscover the collections•Revalue them as universal heritage•Display them in explicit historical context•With a direct link to contemporary intercultural discourse
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, refurbishment permanent galleries, 1995 - 2005
New Guinea, ritual traditions, 2003
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, refurbishment permanent galleries, 1995 - 2005
The Netherlands East Indies, a colonial history, 2003
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 2002 - 2007
Marketing strategy
•Visitor point of view• Throughout entire chain of exhibition making:• Theme selection • Exhibition making process• Communication
• Throughout entire museum:• Hospitality• Catering• Events• ‘Department store’ concept
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 2000 - 2007
020000400006000080000100000120000140000160000180000200000
2000 2001 2002 2003 2004 2005 2006 2007
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 2002 - 2007
Visitor figures Tropenmuseum
2002: 137.0002007: 126.000 (first 6 months!)
Comparative figures
Netherlands national museums1997 - 2004: - 6%Amsterdam museums2002 – 2006: + 8%Tropenmuseum2002 – 2006: + 22%
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, Urban Islam Temporary exhibition 2004
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, Dealing with the gods Temporary exhibition 2004
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 2002 - 2007
Visitor figuresDutch with non-western background
Tropenmuseum 4%
Urban Islam (2004) 10%Dealing with the Gods (2006) 7%(Source: own research)
School visits (1/3 of total visits) 35%(educated guess)
Other museums for cultural history 0%(Source: Museum-monitor)
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 2002 - 2007
Marketing for preserving heritage
2007: Tropenmuseum admitted to exclusive club of beneficiaries of Netherlands National Heritage Lottery (Bank Giro Loterij), receives 1 million Euros for collections fund
Tropenmuseum back in the race!
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 2002 - 2007
Tropenmuseum heritage is universal heritage
Collection databaseOut of 300.000 items (165.000 objects, 135.000 photographs), 90.000 are online available (validated + picture)
Embarking on new web-based project for:•Thematic organization of information•User-friendly search function (‘scout’)•Also for intangible heritage and contextual information
Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 2002 - 2007
Tropenmuseum heritage is universal heritage
International cooperation•South Africa Family Histories (2002)•International conferences to prepare refurbishment of permanent galleries•Debate on human remains•Open for debate on restitution
Amsterdam, The Netherlands www.kit.nl
Mentality-milieusMilieu-segmentation based on:
– Culture– Status– Family– Tradition– Open-mindedness– Achievement– Career– Thrill-seeking– Hedonism
Instrument: milieu-index
Amsterdam, The Netherlands www.kit.nl
Mentality-milieusMilieu-segmentation based on:
– Culture– Status– Family– Tradition– Open-mindedness– Achievement– Career– Thrill-seeking– Hedonism
Instrument: milieu-index
High
Middle
Low
Preserve Possess Indulge Develop Experience
Traditional Modern Postmodern
values
status
Socio-demographics– Education– Profession
Values– Goals in life– Lifestyle– Work and achievement– Leisure– Family and relations
Amsterdam, The Netherlands www.kit.nl
High
Middle
Low
Preserve Possess Indulge Develop Experience
Traditional Modern Postmodern
values
status
Upper Class
Mainstream
Traditionals
Achievers
Postmoderns