Category: Interactive and Immersive

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The new Media Museum is for everyone who is interested in media. The museum is very suitable for families with children, but actually for anyone who uses media. Given the contents of the museum, it is especially suitable for families with children of at least 8 years and older. The museum is less suitable for young children.


Sound & Vision is the institute for media; an inspiring, creative and accessible meeting place for both individuals and professionals. Our mission is: “We enhance everyone’s life in media” and our vision is: “By keeping media heritage alive, stimulating responsible media use and promoting free speech in text, image and sound, we contribute to a diverse, creative and democratic society.”
Sound & Vision manages one of the largest digitized media archives in the world. We store various types of media, such as radio and television programs, video (games), written press, political cartoons, gifs, websites and museum objects. Sound & Vision is one of the authorities that objectively maps the Dutch media landscape and highlights current developments from a media-historical perspective. In this way we show what impact media has on everyone’s life. We do this online and onsite in various ways – with the new Media Museum as our newest poster child.


The total cost of the redevelopment of the museum is € 23 million. The institute is funded by the Ministry of Education, Culture and Science. In addition, we receive an annual contribution from one of the largest lotteries in the country: the VriendenLoterij. Our new museum is mainly financed from the depreciation on our old museum. In other words, we saved for 12 years to renew the exhibitions. These savings covered approximately 80% of the costs. The remaining 20% came from funds and sponsorships.
By far the largest partner for the new museum has been the VriendenLoterij. In addition, we received a contribution from the VSBfonds for adjustments for accessibility. We also concluded commercial sponsorships with Forbo (floor covering), Philips (LED displays) and AkzoNobel (paint).
At Sound & Vision we have been working on sustainability for years. All the energy we put into the museum we obtain and as sustainable as possible. This includes purchasing sustainable energy and using heat pump installations. In addition, more sustainable screens have been installed and the museum is fully equipped with sustainable LED lighting.
The Media Museum was commissioned by Sound & Vision, responsible for the content, composition and project management. The whole internal and external staffing consisted of approx. 41 people (project management: 5, supervisory board: 3, content: 20, art: 2, IT: 3, hardware & lighting: 5, building: 3).


The Media Museum was commissioned by Sound & Vision, responsible for the content, composition and project management, with the cooperation of: Tinker Imagineers (concept, spatial and graphic design), Kiss the Frog (interactives and system design), Redrum (video production and animations), XPEX (concept and art direction), Elastique (Museum app), Bruns (exhibition construction and engineering) and many others. 


Sound & Vision (Hilversum, The Netherlands) manages one of the largest digitized media archives in the world. Since the opening of our museum in 2006, the media world has changed at incredible speed. Media are omnipresent and everyone lives in their own media space. At Sound & Vision, we welcome these developments in our recently completely new, state of the art Media Museum (reopened February 11th 2023). In the museum, visitors can experience how media have now become part of your everyday life, and how this came about. This huge influence of media on our daily lives is presented in five interactive zones that focus on five universal human needs: Share, Inform, Sell, Tell and Play. The museum visit is a personal one. During your visit you are (quite literally) recognised as a media personality everywhere. In the personalized visitor experience each visitor gets to see their own things, in line with how the media actually work in our daily lives. When you come in, you’re ‘scanned’, sharing information like your age, interests and media preferences. And the longer you walk around, watch things and rate them, the closer you get to your own unique ‘media personality’. The museum adapts presentations to your individual characteristics, as a first step towards an individually tailor-made experience. Using the smartest technology and big data, we know what interests you or what bores you to death. During the rest of your visit, we play on that knowledge and even come up with some surprises for you. Your view of the media becomes more and more personalized: how do I use media, and how do they affect me? At the end of your visit, you see the trail you’ve left in the media. The result is your ‘media personality’, a digital representation of your life in a mediatized world. The lively, entertaining presentations (in Dutch) in the museum give visitors insight into the workings of media and help us create a more media-literate society. Facts & figures: 2.200 m2 museum surface / 5 thematic zones + 2 temporary exhibition spaces / 50+ interactive exhibits / 14.000+ content items = 77 hrs viewing time / facial recognition for a personalized visitor experience; interactive app that supports the museum visit; digital souvenirs created during visit, ready to share on socials; exhibit with emotion recognition / 180 PC’s, 14 computer servers, 68 video projectors, 158 screens, 165 cameras (a.o. facial recognition), 136 loudspeakers, 122 headphones, 332 spotlights, 250 meter LED displays and many more plugs and cables.


Our main goal is to offer as many people as possible an unforgettable and transformative experience. The lively and entertaining presentations in the museum give visitors insight into the workings of media and help us create a more media-literate society. Visitors can experience how media have become part of their everyday life, and how this came about. We offer visitors maximum interactivity: by working with personalization and facial recognition, we hold up a mirror to the visitor.
The marketing campaign (before, during and after the opening of the museum) is carefully constructed around the aspect of personalisation. The extensive marketing campaign was targeted at various age groups. We looked at the media use of the target groups (children 8+, young adults 16+, millennials 20-30, families 30-50, seniors 50+) and adjusted the campaign image and communication channel accordingly. After the opening of the museum, we started an activation campaign in which the message is more focused on ticket purchase.
During the opening there was a lot of press attention (print, radio, television and online media), which resulted in a high brand awareness.
From opening day, we are conducting an ongoing visitor online survey. We ask visitors what improvements we can implement. At the same time we get a good overview of the background of our visitors and the reason for their visit.
We aim at an average of 300,000 visitors a year (including events, special programmes, group visits, etc


Sound & Vision is committed to equal opportunities and equal treatment in a society in which everyone can participate, especially when it comes to living in media. Within Sound & Vision, a special DEI (Diversity, Equity and Inclusion) working group is active. Together with a lot of partners we work on a more diverse and inclusive society.
In the new museum we have provided a wide range of relevant, recognizable, polyphonic media images to allow visitors to experience a museum journey that everyone can identify with. In the selections we have made, we have always strived for representative diversity. All the material we show in the museum is checked for sensitivities, and we have added context when necessary.
Regarding physical accessibility, a large number of improvements have been implemented in the building and in the museum. For example, in front of our building two disabled parking spaces have been made available for wheelchair users, and when developing and designing the museum exhibits, wheelchair users have been taken into account. Also a new elevator has been added to make it easier to get to all floors. For visitors with a visual impairment, font sizes and contrast have been taken into account in all text signs. For 2023, the goal is to subtitle all content in the museum. In addition, we continue to work on improvements in physical accessibility and we are starting awareness training for staff.

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