In the museum the visitors are offered multiple ways for entering into conversation with the museum. One of these ways is inviting visitors to share their own interpretation of the displayed works by ‘tagging’ them - adding a relevant keyword. The title card then becomes a platform for enthusiastic exchange between artists, curators and visitors. In one case, the exhibition curator chose the tag ‘supermarket’ for the Andy Warhol’s Campbell's Soup, which was later replied with a visitor’s tag ‘icon’. The multitude of personal, intelligent, and often amusing interpretations enriches every visitor’s experience, whether he chooses to tag actively or merely remain as an observer. The bank of meanings and keywords accumulated is meant to be incorporated into the museum’s ‘collection online’ system, and serve as a unique search engine.
The traditional wall texts have been replaced with more accessible texts, that evoke more personal associations with the artworks. The texts can be found in the exhibitions guides with all the information that visitors need. For those who want to learn more, there are plenty of possibilities – for instance, they can collect the information cards in the museum rooms.
'The museum wants to create an environment that appeals to the curious visitors' - Trouw July 26 2010.