Recently two museums caught my eye and reinforced the
vision that to really innovate and improve meetings and events we need to look
outside our own profession. How are other venues engaging with their visitors,
their audience? What are they telling them, how are they making their stay a
pleasure?
First there
was the intriguing Musée du Quai Branly in Paris, which shows art from Africa,
Asia, Oceania and the Americas. Although
an interesting collection, it was the building itself that spoke to me most. With
a large green vertical garden enriching the exterior and a garden with great
variety of plants and noises leading
into the entrance, it made a perfect harmony of inside/outside (not to mention
that it really is a “green” building). What an experience, just walking to the
entrance.
Inside we
were “greeted” by a permanent installation called “The River”, words flowing
down a pathway, making you want to explore its source. It brings you to the
permanent collection that lies on the same pathway, with larger and smaller
exhibits on each side, eventually bringing you back to “The River” on your way
out.
Lessons: connecting
inside/outside, flow, engagement, a double “wow” in the entrance (and exit), visible
sustainability. This museum would make a great model for a meeting layout. Just
think about it. I know I am!
The second
was the great building of MAS in Antwerp, Museum aan de Stroom (which means it
is situated at the river). It has 10 floors, the top one being an observation
deck that is open to everyone: you don’t have to buy a ticket to get a great
view. Every floor tells a story about the city and its inhabitants and shows a
new view of the city itself through huge windows, as you go up floor after
floor.
The
exhibitions on each floor have the same pattern: a small entrance room with a
unique experience (no, I am not telling what they are!) brings you into the actual collection, with more
detail on your mobile phone if you want to. On your way out there is an invitation to participate
in an activity connecting you to the story. It brings an element of surprise
and familiarity at the same time, and gives a great topic for your conversation
as you go to the next floor.
One floor has
its collection open to all visitors: it houses the public depots and gives the
non-paying visitors and idea of what the museum is all about. Sharing a bit of
the history of the city and its collections with everyone, and probably
convincing some to go and see the rest of the collection after all.
Lessons:
connecting inside/outside, engagement, interaction, wow factor, use of tech, segmentation,
ease, rest, sharing. How would this translate to a tradeshow? Just think about it. I
know I am!
Main lesson
learned? Go visit a (new) museum. Anywhere. It will teach you.
I am eager to see what our Amsterdam Rijksmuseum will be
like when they re-open in spring next year. I’ve seen images of a small plane
on the top floor, and a very crisp new logo – can’t wait!
