Current situation
Boijmans Van Beuningen is a museum located in the center of Rotterdam. The museum shows creations in the field of art & design. It has one of the world’s most important collection of drawings, more then 145,000 objects of which 17,000 objects online. Boijmans Van Beuningen will renovate for three to four years in 2019, during this time the museum will be unable to receive physical visitors. The museum is always open online and visitors can view the collection digitally.
Boijmans Van Beuningen wants to remain relevant during the renovation, the collection must remain visible both online and in a public space. At the same time the museum is not yet able to attract young people like the cosmopolitan. The current museum visitors mainly consists of seniors and childern (schools).
Desired situation
During the renovation of the Museum Boijmans Van Beuningen, the collection is visible online and in a public space. The museum remains relevant during the renovation. In addition, the museum attracts a new target group, the (young) cosmopolitan. People don’t just look at art, they do something with it. The collection of the museum will be interesting and relevant in a smart way by responding to trends and needs of the target group.
Concept: BaRoK
The elaboration of this concept responds to the trend among the cosmopolitan: wanderlust (the desire to travel). With this concept artworks (paintings) are distributed through Rotterdam. The artworks have a QR code, this QR code contains a link to the corresponding application (mobile website). A mobile website is best suited for the cosmopolitan because they have a short attention span, so an extra step such as downloading an application is best to be avoided.
Each work of art is linked to a destination in Rotterdam, the mobile website will guide the user to this destination. Within this concept the artworks are the touchpoints that let the user come into contact with places in Rotterdam. In short, this concept is a collaboration between the Boijmans Van Beuningen Museum and Rotterdam.
Example: The users finds a painting of an American ship in the harbor of Rotterdam, this work of art will be linked to Hotel New York in Rotterdam.
Goal
The goal of the concept is to connect the (young) cosmopolitan to the Boijmans van Beuningen Museum. This is done by responding to their need of Wanderlust. Wanderlust is a strong desire to respond to an impulse to explore the world. Wanderlust can be an intense urge for self-development. It’s about reflecting on yourself by experiencing the unknown such as unforeseen challenges, new cultures and seeing new ways of life.
BaRoK will not just guide the user to new places in Rotterdam, it also gives them insight about these places or experience something new, in a typical Rotterdam way.
