Vision
Storytelling
A good story is truth-ful
Storytelling is often no more than a sauce that should make you forget that you eat tasteless fries. But tasteless fries are still tasteless fries. I believe in a truth well told: seduction of the audience with a crystal clear and truthful story.
That said, "truthful" alone is not enough. A story must also be appealing and be distinctive. Additionally, the crux must be easy to understand and easy to pass on. Forging that story and articulating it in such a way that it 'touches' the intended audience is what I do.
In museums
From knowledge to experience
Once upon a time a museum was a three-dimensional encyclopedia, but modern museum visitors are no longer interested in acquiring knowledge; they are looking for an inspiring experience and a fun day out.
That is why museums increasingly take the desired visitor experience as starting point for an exhibition design. This is a design that has the 'visitor experience' in mind all the way. Why visitors decide to visit, what they experience and understand during their visit up to and including the message they take home at the end. This design often – if not always – starts with a good story.