De Museum Vereniging

The Dutch Museum Association tasked us with attracting more youngsters to museums. We quickly discovered that the young generation felt that museums were primarily for an older audience. They missed an overview of the museum landscape and which exhibitions were relevant for them.

So we created an online community to guide young art lovers through the Dutch museum landscape: Generatie M.

The platform quickly became the online hotspot where young art lovers found new & relevant art content and where they could sign up for art gatherings in selected museums after closing hours.

We created Generatie M: an online platform that guides young art enthousiasts through the Dutch museum landscape.
Every two months a new museum came to life after closing hours for Generatie M's art events, gathering the online community offline.
A winning formula that connected young art lovers to leading museums such as Foam, Gemeente Museum, Tropenmuseum, Eye Film Institute.
We created all platform design & content inhouse.
To build a strong grid we designed a poppy & energetic visual identity that matched the youngsters cultural savvy attitude. A lively visual language that easily builds a bridge from design to the platform’s cultural content.
For the campaign photography we recreated classical still lives with a millennial twist.
The platform was enrich with a cultural program: every two months we hosted art events at a museum by night.

We hosted gatherings at museums such as:

EYE Filmmuseum, Allard Pierson, Tropenmuseum, Mauritshuis, FOAM, Het Nieuwe Instituut, De Fundatie, Van Abbe

By the way

Within one year Generatie M received over 22.000 fans, followers and visitors who expressed their excitement and commitment to Generation M online and offline.

DIGITAL PLATFORM

The platform published new content daily to keep the youngsters in the know about the Dutch art scene. We created a handpicked selection of exhibitions & stories from Dutch museums and artists, specially curated for the 18-30 target audience. While curating all relevant current & upcoming exhibitions within the country. Giving them all the tools, latest news and background knowledge, to navigate the Dutch museum landscape as experts.