For this assignment, the museum organized a pitch with the question: What is communication? We made videos with an actor who spontaneously enters into conversations with museum visitors, requiring them to communicate verbally or physically. This idea developed into the presence of real ‘communicators’ in the exhibition. They form the essence of the experience. They engage into conversation with you in all kinds of ways and at different moments. Not communicating is not an option in this museum. And that’s a good thing.

Initially, the assignment was to design an exhibition for part of the existing building. Instead, together with the client and architect, we made an exhibition for the whole building. We even involved the exterior.

The new permanent set-up will remain in place for 15 years. That’s incredibly long for an evolving subject like communication. This naturally has an impact on the exhibition design. All the interactive elements are based on content that is timeless. The spatial design is modest and gives the museum the flexibility to make adjustments in the future.

This is the starting point for every part of the exhibition. In the form, materialization, and type of storytelling, we have done everything possible to bring visitors close to the subject. You are addressed personally everywhere and you sometimes need each other to move forward in the exhibition. For example, at the beginning of the exhibition you take a picture of yourself on the red carpet. Only much later will you find yourself among photos of all the other visitors. So, it’s all about you, but you are not alone.