For art knowers and art growers
With its new brand strategy, Rijksmuseum Twenthe aims to engage a broad spectrum of visitors: from seasoned art connoisseurs to curious newcomers open to being surprised. The museum’s positioning highlights that a museum visit is about more than simply looking at art — it’s about experiencing, sharing, and connecting.
“Whether you’re a frequent museum-goer or just occasionally drop by, we want to surprise, inspire, and offer context that resonates,” says director Caroline Breunesse. “Come in a way that suits you: briefly or for hours, alone or with your own music, laughing, networking, or on a date… we’re here however you want us to be.”
Museums are for everyone
Councillor Malkis Jajan: “Museums are for everyone, but not everyone feels that a museum is for them. I’m pleased that Rijksmuseum Twenthe, with this new identity, is making it even clearer that all visitors are welcome — including those who don’t yet know much about art.”
A new look & feel inside and out
The launch is marked by a striking campaign – both outdoors and online – and a brand-new website. The museum building itself has also been refreshed: the entrance and café have been redesigned to align with the new contemporary visual identity.
Face to face with Rembrandt in Twente
With the launch of its new brand and strategy, Rijksmuseum Twenthe is stepping confidently into the future. On 6 September, the museum will open its doors for free during the citywide Stadsfeest, celebrating 700 years of Enschede. From that day on, visitors can view two remarkable portraits by Rembrandt: the smallest pair of portraits he ever painted, depicting Jan and Jaapgen. Acquired in 2024 by the Holterman family, these works have been placed on long-term loan with the Rijksmuseum in Amsterdam — and from 6 September to 1 March, they will be on display in Enschede.
By welcoming works by one of the world’s most celebrated artists, Rijksmuseum Twenthe reaffirms its commitment to both the art connoisseur and the art newcomer.
Collaboration
The new strategy and visual identity were developed by Rijksmuseum Twenthe in collaboration with Artica Creative Agency, based in the east of the Netherlands.
