Rijksmuseum Boerhaave will open its doors to the public tomorrow. The completely renovated museum will reveal its new positioning: it is now much more focused on experience and the meaning of science in our world today. SILO was responsible for the brand strategy and visual identity.
In 2016, Museum Boerhaave started a large-scale renovation. In addition, a new positioning was chosen to appeal to a wider audience and attract more visitors. SILO was responsible for brand strategy, visual identity and campaign tools.
Strategy and identity
Instead of a chronological representation of objects, Rijksmuseum Boerhaave is now much more an experience. The thematic view helps visitors to better understand what meaning science has for us, and many interactive elements have been added to make the collection more alive. SILO helped Boerhaave with the development of the new positioning and in the extension created the brand strategy, visual identity and campaign tools.
René Toneman: “After a visit to Rijksmuseum Boerhaave you understand that science is invaluable for our lives and you have a better understanding of the world around you, that is the message we convey with the new branding.”
The new identity is dynamic and the emphasis is on research and experiment. The process and looking differently are visualized in visual experiments that are a translation of the theme discussed. Among other things, we use 3D software to put old themes in a new light. In the visual language we experiment with visual elements that literally represent the research-like character of science.
“This is one of the most important
scientific and medical history collections in the world.”
– The Times
See, feel and experience
In the new Rijksmuseum Boerhaave you will no longer see people looking at objects with their hands on their backs. There is something to do, see or experience in every room. For example, you can see what Antonie van Leeuwenhoek once saw through the first microscope and you can have the sketches of Andreas Vesalius, the founder of anatomy, projected onto your arm by a clever projector. ‘Of course, science is of the utmost importance for our daily lives, but we also want to show the human side of science’ says Dirk van Delft, director of Rijksmuseum Boerhaave.
Soon more information on the SILO website.