Communicating Brand Identity: In-Person Experience in Art Museums

In this thesis, I introduce and test a novel research design to study how art museums develop and convey their brand identity through their physical environment, with a focus on in-person experience design. Specifically, this process centers on the observation of sensory elements, spatial arrangements, architectural choices, curatorial practices, and commercial interfaces. The methodology is structured as a comparative case study between two Dutch museums: Rijksmuseum and Van Gogh Museum in Amsterdam's Museumplein. The central research question "How do art museums utilize in-person experience designs to craft and communicate their distinct brand identity?" is addressed by means of qualitative research. The methodology is composed of sensory ethnographic observation as a method to collect data, data analysis is conducted by means of thematic analysis. Findings reveal an intricate interplay between explicit and implicit strategies. Rijksmuseum projects an identity based on institutional authority rooted in national heritage, while Van Gogh Museum conveys a more emotional identity based on empathy and authentic connections. Theoretically grounded in a multifaceted understanding of the museum experience, and employing two established frameworks - Retail Experience Analytical Framework's dimensions (Paik & Lee, 2020, p. 469) and the Brand Identity Prism (Kapferer, 1992, pp. 43-49) - this study offers insights into museums' strategies to leverage physical space with the aim to communicate their unique brand identity.