I discovered this art gallery in Amsterdam in October 2017. The Modern Contemporary (MOCO) Museum is a self-professed ‘boutique’ museum and is easily missed as it is dwarfed by neighbouring institutions Rijksmuseum and Van Gogh Museum. The building is quirky and the exhibitions are good… but what struck me most, is the way MOCO communicates and engages with its visitors. Here are 6 things I liked best:
- There is a lot of digital and creative media, but it’s not in your face. It’s well designed, discreet, accessible.
- They gather information and feedback from visitors to support marketing and promotion in a friendly manner and as a two-way exchange.
- There’s humour in the signage and low tech interactives.
- There’s ambience – it’s a traditional Dutch mansion but discreet speakers play a low volume inoffensive Ibiza-like chill-out track.
- The contact page on the website actually invites proposals from the public! It reads: “Got a question, feedback or a great idea for our museum? Call or send us an email to get in touch”.
- They are well organised with their exhibition planning cycles and promotion for the next exhibition has a dedicated space near the exit.
