Five years into the renovations and still more than three years before the grand opening, we were asked to help ease the general public and cultural sector through the seemingly endless works, and toward the new reality materialising inside of the infamous structure.

With an impressive, multi-faceted story to tell, we decided to cut cleanly between the museum’s physical renovations and the new approach the museum staff devised for its future visitors. Together, ’De verbouwing’ and ‘Het nieuwe verhaal’ say all there is to know about the new museum.

Fence panels redirect construction site passers-by to the website for answers to popular questions, and toward #hetnieuwemuseum, the social media campaign’s main hashtag. A colour palette as royal and fine as the museum’s first century projects its glorious past into an even more ambitious future.