How can the Van Gogh Museum gain more relevance for young people in Amsterdam with a Surinamese, Turkish, Antillean or Moroccan background? This will be the museum’s primary focus during ‘Van Gogh Connects’, a new four-year research programme.
Our society is changing; there are now new groups of visitors, those that are less likely to visit the museum as a matter of course and that the museum is less familiar with. Over a period of four years, the museum will collaborate with the target group to develop 40 activities aimed at exploring how the museum can gain relevance for young Amsterdam residents aged between 18 and 30 years old with a bicultural background.
What is the social impact?
Together with the Impact Centre Erasmus (ICE) from the Erasmus University Rotterdam (the Van Gogh Museum’s academic partner), the museum will research which activities actually result in cultural participation.
There is a growing focus on impact measurement in the academic world, but in the cultural sector, it is still in its infancy. The social significance of culture has been established, but there is currently very limited expertise regarding how to gauge this impact.
The results of the first case study have been published in The International Journal of the Inclusive Museum. The article draws some initial conclusions that can be used to start working toward the sustainable inclusion of youths with a bicultural background.
The Van Gogh Museum will collaborate with the ICE to share the expertise, experiences and results with other cultural institutions and the academic field, in order to increase awareness of social responsibility within the museum world.
The Van Gogh Museum is dedicated to making the life and work of Vincent van Gogh – one of the Netherlands’ most acclaimed artists – accessible to as many people as possible. Inclusion is of primary importance. In order to remain relevant to a wide audience, the museum’s inclusion policy focuses on young people (in general as well as from Amsterdam), those with a physical disability and vulnerable elderly people.
In order to gain new insights and keep an open perspective, Van Gogh Connects calls on the advice, expertise and networks available in the outside world. It is with this in mind that an Advisory Council has been appointed. Menno Liauw, Jörgen Tjon A Fong, Astrid Elburg and Nathalie Roos are dedicated to making a valuable contribution to Van Gogh Connects and to a country in which everyone is welcome and able to participate.
Partner: Fonds 21
Without the support of third parties, such a comprehensive learning process is not possible. In Fonds 21, the Van Gogh Museum has found a very valuable partner for Van Gogh Connects.
Fonds 21 is actively working towards realising a new and varied audience for professional art and culture. Therefore, Fonds 21 will support Van Gogh Connects for the duration of the programme.
Would you like to contribute?
With the Van Gogh Connects programme, the museum aims to discover the most effective approaches by remaining in consultation with the target group and experts in the field.
If you have an idea that you would like to share with the museum, or if you would like to support Van Gogh Connects, please get in touch by sending an email to Marthe de Vet (Head of Education & Interpretation).
If you would like additional information about the Van Gogh Museum’s educational policy plan: