The stories take you into the world of Vincent Van Gogh, his time, his search for the very highest, and his victories and disappointments. The visitor can browse briefly through the interactive stories, or wander almost endlessly through all the side paths and related works of art. These are stories that surprise you, stories that touch you, stories that teach you things about the artist that you didn’t know before.Įach story for ‘Meet Vincent’ has been specially written and designed, offering new approaches to the work of Vincent and his contemporaries. In the stories, the information that we know about Vincent van Gogh from past and present research is made accessible in a visual and intuitive way. The homepage is divided into a facilitative section (‘Visit the museum’) and an inspiring section (‘Meet Vincent’). The new site therefore has a strong focus: top tasks focused on preparing the visitor as fast and as efficiently as possible for a museum visit, along with storytelling about Vincent van Gogh. Our analytics showed that most website visitors come to the site to plan a visit, or are looking for information about Vincent van Gogh and want to view his works. Strong focus: Visit the museum and Meet Vincent One of the challenges is therefore to (re)introduce Dutch residents to Vincent van Gogh and create a connection between them and the museum. In the Netherlands, the Van Gogh Museum is regarded as a tourist museum. For many international visitors, a visit to the museum is on their bucket list. This is reflected in the website analytics: English is the most common language setting, followed by Dutch, Italian, Portuguese, French, German and Spanish.
The goal was to design a site that communicates the mission of the Van Gogh Museum, which is to make the life and work of Vincent van Gogh and the art of his time accessible to as many people as possible in order to enrich and inspire them.Įvery year, the Van Gogh Museum attracts around 1.5 million visitors, 85% of whom come from abroad. In the autumn of 2013, we started our preparations for the new site, which was launched in August 2014.
In 2014, it was time for a redesign, as the former site no longer reflected the museum’s current brand identity and the museum’s mission, and was becoming outdated in terms of functionalities, content and technology. The Van Gogh Museum has had a website since 1999, with its successor going live in 2006. The Van Gogh Museum has the largest collection of works by Vincent van Gogh in the world and is the primary knowledge centre for Vincent van Gogh.
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