Amsterdam Museum, Amsterdam Museum,

strategies and plans for the coming five years

IntroductionIntroduction

Context informationContext information

Amsterdam MuseumAmsterdam Museum

AmsterdamAmsterdam HistoricalHistorical MuseumMuseum

CollectionCollectionCollectionCollectionCollectionCollection

LocationLocation

Civic orphanageCivic orphanage

TerraceTerrace

EntranceEntrance

SchuttersgalerijSchuttersgalerij

ActivitiesActivities

• permanent exhibitionspermanent exhibitions

• temporary exhibitionstemporary exhibitions

• educational programeducational program

• all kinds of eventsall kinds of events

• very active on the world wide webvery active on the world wide web

• developing several app'sdeveloping several app's

VisitorsVisitors

Permanent exhibitionsPermanent exhibitions

Temporary exhibitionsTemporary exhibitions

EducationEducation

EventsEvents

World Wide WebWorld Wide Web

StrategyStrategy

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."

PrinciplesPrinciples

• authoritativeauthoritative: the museum wants to be an innovative (knowledge-) institute of international stature, both museological, as with respect to content;

• invitinginviting: the museum is open and transparent, allowing a broad and diverse audience to feel welcome and at home.

• narrativenarrative: the museum uses attractive techniques and methods to present history in an accessible way.

• interactiveinteractive: visitors to the museum will be challenged to participate and create their own ideas and stories.

• binding: the museum contributes to the binding of the residents with their city and with each other.

VisionVision

“In 2016, the Amsterdam Museum will be an open and accessible museum, strengthening the bond between different population groups. It will function as a

'meeting point' of the city. This we will achieve by organizing more exhibitions, activities and events for special target groups, both within and outside the walls of the museum.

In addition, the Amsterdam museum will be 'the entry to the city' for tourists. The museum will be an information point for tourism and cultural attractions in the Amsterdam region.“

“In 2016, the Amsterdam Museum will be an open and accessible museum, strengthening the bond between different population groups. It will function as a

'meeting point' of the city. This we will achieve by organizing more exhibitions, activities and events for special target groups, both within and outside the walls of the museum.

In addition, the Amsterdam museum will be 'the entry to the city' for tourists. The museum will be an information point for tourism and cultural attractions in the Amsterdam region.“

Primary target groupsPrimary target groups

• touriststourists from the Netherlands and abroad,

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

• all people undergoing educationpeople undergoing education related to Amsterdam.

Unique selling pointUnique selling point

The The storystory of of AmsterdamAmsterdam

Shift of focusShift of focus

CollectionStory of AmsterdamStory of Amsterdam

PlansPlans

Engaging peopleEngaging people

Multi platformsMulti platforms

TopicTopic

Inviting peopleInviting people

Offering a platformOffering a platform

Long-term planningLong-term planning

Building a communityBuilding a community

A place for storiesA place for stories

ConclusionConclusion

Marijke Oosterbroekm.oosterbroek@amsterdammuseum.nl+31 651 406 896

www.amsterdammuseum.nlhttp:\\hart.amsterdammuseum.nl