Van Gogh Museum Audio Guide Brings Art to Life

Van Gogh Museum Audio Guide Brings Art to Life
Country: Netherlands
City: Amsterdam
Institution Type: Art
Exhibition Type: Temporary
Content Type: Audio
Deal Type: Content only
Language: Japanese, Korean, Spanish, Portuguese, Russian, French, Italian, Mandarin, German, Dutch, English
Client description
The Van Gogh Museum is an art museum dedicated to Vincent van Gogh. The museum hosts the largest collection of Van Gogh's paintings and drawings in the world, and receives over 1 million visitors each year, making it the 2nd most visited museum in the Netherlands. Every year the museum hosts rare temporary exhibitions, putting them on display for visitors to enjoy.
Challenge 
When the Van Gogh Museum featured their temporary exhibition, they required an audio tour experience that Could tell the complex story behind the exhibition pieces.

'Prints in Paris 1900: from Elite to the Street', a temporary exhibition at the Van Gogh Museum, featured 250 prints from the years 18901905. World-famous posters like Le Chat Noir and Le Moulin Rouge were displayed along the streets of Paris and in popular cafés. Some artists of this time, such as Toulouse Lautrec, also created exclusive prints for the elite and aristocratic society, where works could only be seen in private collections.
The Museum displayed the works on two stories, re-creating the intimate feeling of an aristocratic home on the ground floor for the privately owned pieces, and recreating the feel of Parisian nightlife on the second floor for the pieces that were publically posted in the French capital. 
To bring these worlds to life, the Museum required tour content that would fully immerse each visitor in the experience, teaching both the art history and actual history of what it was like to live during the 'Belle Epoque'. The content also needed to cater for a global audience and seamlessly integrate into an existing tour app developed by a third party.
Solution
Antenna International has been a partner with Van Gogh museum since 2002, annually developing highly creative tour content for temporary exhibitions. For Prints in Paris, Antenna met with the Museum Curator, Educator and Multimedia Manager for a deep research dive covering everything from the art history to the overall vision for the audio tour. 
The resulting unique audio guide acts as a complement to the heavy visual and sensory feel of the exhibition. It cleverly uses music, with different sounds, songs, volume, and voice for each floor. On the second floor, the sounds of Parisian nightlife and street noise take over the audio for a captivating experience. Directional cues aid with traffic flow by suggesting paths for visitors to explore the Museum. 
The tour is available in 11 languages: Dutch, English, French, German, Italian, Spanish, Russian, Mandarin, Korean, Japanese and Portuguese. Each version is nuanced and unique to each language, making sure that nothing is lost in translation, to best tell the story. 
The content was seamlessly uploaded to the third-party tour application.
Outcome
The Van Gogh Museum is very pleased with their immersive audio tour experience, which has resulted in very positive visitor feedback:
  • "Prints of Paris was the other exhibit on display and it too was a very satisfying and beautifully done exhibit. The audio guide included this as well."  Visitor, Maryland, United States

  • "The Prints of Paris exhibition...was truly imaginatively displayed, quite significant in scope...That alone was worth the price of admission." Visitor, New York, United States

  • "We really enjoyed the Paris in Prints exhibition, it was quiet and we were able to follow the audio tour." Visitor, United Kingdom