Reinventing an ethnological museum: Tropenmuseum, Amsterdam. Paul Voogt, director Public Programs

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2 Reinventing an ethnological museum: Tropenmuseum, Amsterdam Paul Voogt, director Public Programs

3 Colonial Museum, Haarlem 1871 The fibres gallery, 1912

4 Colonial Museum, Amsterdam 1926 Display of Papuan man with child (New Guinea)

5 Tropenmuseum, Amsterdam 1979 Solidarity with Sandinastas, Nicaragua Temporary exhibition, 1986

6 Tropenmuseum, Amsterdam 1979 India gallery, slum dwelling environment

7 Tropenmuseum,

8 Changing population and travel destinations Amsterdam (pop ) non-western immigrants as % of total population 1980: 13% 2006: 33% Netherlands (pop. 16 million) holiday destination outside Europe 1980: : 2.5 million

9 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

10 Tropenmuseum, refurbishment permanent galleries, New Guinea, ritual traditions, 2003

11 Tropenmuseum, refurbishment permanent galleries, The Netherlands East Indies, a colonial history, 2003

12 Tropenmuseum, 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

13 Tropenmuseum,

14 Tropenmuseum, Visitor figures Tropenmuseum 2002: : (first 6 months!) Comparative figures Netherlands national museums : - 6% Amsterdam museums : + 8% Tropenmuseum : + 22%

15 Tropenmuseum, Urban Islam Temporary exhibition 2004 msterdam, The Netherlands

16 Tropenmuseum, Dealing with the gods Temporary exhibition 2004 msterdam, The Netherlands

17 Tropenmuseum, Visitor figures Dutch 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)

18 Tropenmuseum, 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!

19 Tropenmuseum, Tropenmuseum heritage is universal heritage Collection database Out of items ( objects, photographs), 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

20 Tropenmuseum, 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

21 Mentality-milieus Milieu-segmentation based on: Culture Status Family Tradition Open-mindedness Achievement Career Thrill-seeking Hedonism Instrument: milieu-index

22 High Mentality-milieus Socio-demographics Education Milieu-segmentation based on: Profession Middle Low statu s values Culture Status FamilyValues Tradition Goals in life Open-mindedness Lifestyle Achievement Work and achievement Career Leisure Family and relations Thrill-seeking Hedonism Instrument: milieu-index Traditional Modern Postmodern Preserve Possess Indulge Develop Experience

23 High Upper Class Postmoderns Achievers Middle Mainstream Traditionals Low status Traditional Modern Postmodern Preserve Possess Indulge Develop Experience values msterdam, The Netherlands