Deputy Director & Head of Commercial Activities, Amsterdam Museum
When talking about museums, people often
refer to a monumental building housing a substantial collection. In a bid to engage as many Amsterdammers as possible, even those who have no interest in visiting museums, Amsterdam Museum has turned this concept upside-down.
Being as free-spirited as the city it represents, the museum has abandoned the concept of having visitors trek to a central location, but instead is opening satellite locations throughout the city, making sure the museum has a presence in those locations where the desired target audiences spend their leisure time. What has Amsterdam Museum learnt in the process?