Challenge
As part of my Master’s thesis, I partnered with the National Museum of Denmark to address a critical engagement gap: how to transform the museum from a “formal/educational” destination into an “informal/leisurely” space for 15–18-year-olds. The project sought to dismantle the perception of the museum as a school-related chore and re-establish it as a vibrant social activity.
Key Contributions:
- Academic & Professional Recognition: The project was awarded the highest possible grade and received direct validation from the Museum’s leadership team, demonstrating the framework’s viability for future implementation.
- Research-Led Strategy: I conducted a multi-phase study to diagnose the psychological barriers preventing voluntary youth visits, moving beyond surface-level aesthetics to address deeper behavioral engagement.
- Youth-Oriented Brand System: I developed a design language and strategic framework tailored specifically to resonate with high school demographics, making historical content feel personal and relevant.
- User Journey Mapping: I re-engineered the visitor experience to shift the narrative from “classroom learning” to “leisurely exploration,” ensuring the museum felt accessible for free-time visits.
- Integrated Multi-Channel Solutions: I designed a suite of touchpoints – including campaign posters and interactive sticker systems – to capture interest both inside and outside the physical museum space.
