Alongside museums that were already part of Museumnacht (like the Eye Museum, Tropenmuseum, Synagogues, Mosques, the Zoo, and the Hortus Botanicus—among others) this year, new museums like the World Press Photo House, OBA Bijlmerplein, and Fashion For Good joined Museumnacht. This lead to a greater opportunity and space for the visitors to explore Amsterdam’s various museums and neighborhoods.
Emma Waslander comments: “Museum Night is an event that takes place in the museums of Amsterdam, but just as well in the public space. During the night you will cycle between all participating locations, enjoy the pink illuminated facades, the fun in the queue and perhaps a late-night snack at the FEBO”.
Other visitors appreciated different aspects of Museumnacht: Jewel (20) and Kimberley (27) concluded: “Anne Frank was the best […] because we really went into the museum and saw everything. The other ones only showed a snippet of the museum, a little part of it”. Jewel adds, “I’ve been to a lot of museums as a child but now that I’m older I’m like: let’s make it something fun”.
Making art fun and approachable, particularly to young people, was the pronounced goal of the Museumnacht campaign. Under the motto ‘The First Time’, Amsterdam-based production company Czar created a campaign that targeted young people that might be hesitant to encounter art.
“There is the impression among young people that an opinion is expected from you as soon as you enter the museum. They see that as a threshold. With this campaign we want to remove that threshold and give the message that there are actually no rules. It’s your own experience and you don’t have to answer for it,” explains Jordy den Haan, project manager of N8, who organised Museumnacht.
In such regard, Museumnacht was certainly a success because the figures show that over 80% of the visitors were under 35 years-old and half of the visitors attended Museumnacht for the first time.