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A UNIQUE MARRIAGE OF TWO FINE ART MUSEUMS.

QUESTION:

How can we merge two museums with extremely different collections under one visual identity without alienating their respective audiences?

ANSWER:

The new Frans Hals Museum positions itself as a place where opposites meet.

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The Frans Hals Museum in Haarlem is mainly known for its old masters from the Dutch golden age. De Hallen for its collection of contemporary art. Both museums decided to merge, and will from now on operate under one identity, which must represent art of the seventeenth as well as the twenty first century.

The new museum became a place where opposites meet. This concept comes to life in a colourful way when collections blend into each other in exhibitions, but also in every single detail in and around the museum.

 

Bringing opposites together lends more meaning and relevance to both collections and manages to appeal to a wider group of people than the sum of their own original audiences.
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