reinventing an ethnological museum: tropenmuseum,...
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Reinventing an ethnological museum:Tropenmuseum, Amsterdam Paul Voogt, director Public Programs
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Amsterdam, The Netherlands www.kit.nl
Colonial Museum, Haarlem 1871
The fibres gallery, 1912
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Amsterdam, The Netherlands www.kit.nl
Colonial Museum, Amsterdam 1926
Display of Papuan man with child (New Guinea)
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Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, Amsterdam 1979
Solidarity with Sandinastas, Nicaragua Temporary exhibition, 1986
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Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, Amsterdam 1979
India gallery, slum dwelling ‘environment’
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Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 1990 - 2000
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50000
100000
150000
200000
250000
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
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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
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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
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Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, refurbishment permanent galleries, 1995 - 2005
New Guinea, ritual traditions, 2003
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Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, refurbishment permanent galleries, 1995 - 2005
The Netherlands East Indies, a colonial history, 2003
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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
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Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, 2000 - 2007
020000400006000080000100000120000140000160000180000200000
2000 2001 2002 2003 2004 2005 2006 2007
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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%
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Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, Urban Islam Temporary exhibition 2004
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Amsterdam, The Netherlands www.kit.nl
Tropenmuseum, Dealing with the gods Temporary exhibition 2004
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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)
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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!
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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
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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
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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
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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
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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