Kunsten Museum of Modern Art
Brand strategy for the brave museum
Services
Brand Identity, Placemaking
Production
Brand Strategy, Graphic Design, Wayfinding
What doesn’t kill you, makes you stronger! This is certainly true for Aalborg’s iconic art museum, Kunsten, who came back stronger than ever after 1,5 years of exile due to comprehensive refurbishment.
The museum made the most out of their sudden homelessness and cultivated a temporary pop-up version of the museum. A version that – with its lightness and flexibility – offered a new take on user interaction and inspired the museum to move back into the building with a new sense of purpose.
Urgent.Agency has, in close collaboration with Kunsten, developed a brand strategy that emphasizes the museum’s reinforced belief in what they call “skaberkraft” (creative force). The newfound flexibility and spontaneity has resulted in a visual identity that allows the museum to, quite literally, re-arrange their signage on the spot! The new and approved Kunsten re-opened in 2016 – and had its best year to date with visiting numbers up with 26%!
Aalborg’s famous art museum was designed by Finnish architect Alvar Aalto in 1972. It is internationally acclaimed for its extraordinary use of natural light.
The museum’s newfound mobility is visible in the dynamic, layered signage that not only provides each exhibit with a strong identity but also boosts curational flexibility.
The development of a viable neighborhood identity includes not only strategies for communication: for an area to really take off, actions must speak louder than words.
– Mads Quistgaard
We have designed the permanent signage of the museum as a visual tribute to the exquisite material of the iconic building.
More info
Status
2014-2016
Contact
Mads Quistgaard
Team
Mads Quistgaard
Christian Pagh
Benjamin Wernery
Birk Marcus Hansen
Michaela Pihl Olsen
Website
Kunsten Museum of Modern Art
Brand strategy for the brave museum
Services
Brand identity, placemaking
Production
Brand strategy, graphic design, wayfinding
What doesn’t kill you, makes you stronger! This is certainly true for Aalborg’s iconic art museum, Kunsten, who came back stronger than ever after 1,5 years of exile due to comprehensive refurbishment.
The museum made the most out of their sudden homelessness and cultivated a temporary pop-up version of the museum. A version that – with its lightness and flexibility – offered a new take on user interaction and inspired the museum to move back into the building with a new sense of purpose.
Urgent.Agency has, in close collaboration with Kunsten, developed a brand strategy that emphasizes the museum’s reinforced belief in what they call “skaberkraft” (creative force). The newfound flexibility and spontaneity has resulted in a visual identity that allows the museum to, quite literally, re-arrange their signage on the spot! The new and approved Kunsten re-opened in 2016 – and had its best year to date with visiting numbers up with 26%!
Aalborg’s famous art museum was designed by Finnish architect Alvar Aalto in 1972. It is internationally acclaimed for its extraordinary use of natural light.
The development of a viable neighborhood identity includes not only strategies for communication: for an area to really take off, actions must speak louder than words.
– Gitte Ørskou, Museum Director
The museum’s newfound mobility is visible in the dynamic, layered signage that not only provides each exhibit with a strong identity but also boosts curational flexibility.
The development of a viable neighborhood identity includes not only strategies for communication: for an area to really take off, actions must speak louder than words.
– Mads Quistgaard
We have designed the permanent signage of the museum as a visual tribute to the exquisite material of the iconic building.
More info
Status
2014-2016
Contact
Mads Quistgaard
Team
Mads Quistgaard
Christian Pagh
Benjamin Wernery
Birk Marcus Hansen
Michaela Pihl Olsen
Website