AT ARBEJDE MED FLERE MÅLGRUPPER

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1 AT ARBEJDE MED FLERE MÅLGRUPPER
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2 Where is Tirpitz? In the middle of Europe, on the DK west coast
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3 TIRPITZ ÅBNING: 29 JUNI 2017 MERE END 500.000 BESØGENDE
ARKITEKT: BIG BJARKE INGELS GROUP UDSTILLINGSDESIGN: TINKER IMGINEERS 4 GALLERIER + BUNKER 3 PERMANENTE UDSTILLINGER 1 SÆRUDSTILLINGSRUM FORVENTEDE ÅRLIGT BSØGSTAL : 3

4 UDGANGSPUNKTET: MANGE, GAMLE OG LIDT STØVEDE MUSEER… 4

5 …OG RIGTIG MANGE POTENTIELLE GÆSTER…
4,5 MILLIONER TURISTOVERNATNINGER ÅRLIGT EUROPAS BEDSTE CAMPINGPLADS + SOMMERHUSE 70% GENBESØG

6 Årsager til anbefaling af Blåvand 2015

7 National brugerundersøgelse
Årsrapport for 2014 Museet for Varde By og Omegn, Tirpitz Stillingen, Blåvand Antal besvarelser: 555 7

8 Motivation for visiting
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9 Who visit the museum? NB. Vær opmærksom på, at baserne kan være meget små. 9 9

10 TIRPITZ –STILLINGEN : 2014 : KULTURSTYRELSENS BRUGERUNDERSØGELSER
HVOR GAMMEL ER DU? HVOR KOMMER DU FRA? 10

11 TIRPITZ –STILLINGEN : 2014 : KULTURSTYRELSENS BRUGERUNDERSØGELSER
BEDØM DIN OPLEVELSE I DAG PÅ EN SKALA FRA 1-10 : UDSTILLINGER BEDØM DIN OPLEVELSE I DAG PÅ EN SKALA FRA 1-10 : EGNETHED FOR BØRN 11

12 TIRPITZ –STILLINGEN : 2014: KULTURSTYRELSENS BRUGERUNDERSØGELSER
HVILKEN UDDANNELSE HAR DU? FLERE END NORMALT AF : FÆRRE END NORMALT AF : 12% (8%) 11% (17%) 13% (7%) 12% (17%) 10% (6%) 12

13 KVALITATIV UNDERSØGELSE : IKKE BRUGERE
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14 KVALITATIV UNDERSØGELSE : POTENTIELLE BRUGERE
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15 KVALITATIV UNDERSØGELSE : GLEM DET! : VI HOLDER FERIE!
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16 KVALITATIV UNDERSØGELSE : SOCIAL OPLEVELSE
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18 TIRPITZ : GÆSTERNE : PÅ FERIE : AFLAPNING : SOCIALE AKTIVITETER
MANGE AKTIVITETER VIL GERNE LAVE NOGET SOM DE STORE BØRN LÆRER NOGET AF MUSEUMSVANTE SKULDERSÆSONER GÅR NORMALT IKKE PÅ MUSEUM I FERIEN SOCIALE AKTIVITETER 3 GENERATIONER NOGET FOR ALLE DET SKAL VÆRE SJOVT OG HYGGELIGT During the process of making the new museum we have investigated target groups and used the to define the story perspective, the design, the choise of stories and the choise of learning styles for the exhibitions IKKE - BRUGERE NØRDERNE DE NYE NØRDER 18

19 2 SKRIDT : DEFINER HVAD MÅLGRUPPER VIL HAVE

20 TIRPITZ : 4 GALLERIER + BUNKER
6 MÅLGRUPPER To show all these stories, We have build a museum with four galleries centered around an open court visitors can enter the old bunker through an underground corridor. One of the galleries are for temporary exhibitions, but I will take you on a quick tour through the long term exhibition to give you a glimps of the variety of stories we tell. Although small galleries compared to international museums, each gallery is a world of its own. 20

21 TIRPITZ : GALLERI : HAVETS GULD
MÅLGRUPPE : TYSKE FAMILIER/OPLEVELSESJÆGERE We have one of the finest amber collections in Europa, and show the pieces in the gallery Gold of Sea. We had two target groups in focus when making this museum: The ones that did not visit the collection in its previous museum near Blavand, mainly Danish and especially German families. They search for amber on the beach, often without luck, but here the children ”meet” the talented amber hunters and learn tips and tricks from them. 21

22 TIRPITZ : GALLERI : HAVETS GULD : SKATKAMMER
MÅLGRUPPE : MUSEUMSVANTE GÆSTER 40+ The other target groups was our before Tirpitz – current visitors, that were pleased with the amber collection. 22

23 TIRPITZ : GALLERI : DEN SKJULTE VESTKYST
MÅLGRUPPE : FAMILIER DER NORMALT IKKE BRUGER MUSEER I FERIEN In one of the other galleries you will get a change to dive into many of the most dramatic or surprising stories from the Danish west coast. Our target group in focus here have been the visitors not used to visit museums. I imagined before we started to design the exhibition that this would have the least number of real museum objects, but it has turned out to be almost the opposit situation, if we do not count in the amber treasure room. Stuffed with the real stuff, these stories actually appeal to the non-experienced museum visitors. Not because of the objects themselves, but because of the good stories, the animations and the mechanical installations that brings life into the displays. 23

24 TIRPITZ : GALLERI : DEN SKJULTE VESTKYST : SHOWMODE
MÅLGRUPPE : FAMILIER DER NORMALT IKKE BESØGER MUSEER But most of all because of the show. Each half an hour, the room will change into a 4D videomapped show. Overkill, you might think. Well, perpaps, but wait untill we look at the reviews in a moment. Here you are submerged into the westjuddish history with Mammoths, high wawes, sandstorms and vikings. The objects that ”tell” us curators the stories are used in the movie, and many visitors discover the idea of letting the objects play a role in the grand story. 24

25 TIRPITZ : DEN GAMLE BUNKER : VORES STØRSTE GENSTAND
MÅLGRUPPE : NYE NØRDER OG OPLEVELSESJÆGERE The real bunker has changed it’s character dramatically. Before we used it as a gallery, showing posters here in daylight with pictures from the building of the Atlantic wall and the Tirpitz bunker. During exhibition making we decided to think of the bunker as our biggest object in stead of an exhibition room. 25

26 TIRPITZ : GALLERI : EN HÆR AF BETON
MÅLGRUPPE : FAMILIER MED BØRN 10+ OG (UNGE) VOKSNE Naturally, we had to turn one of the galleries into a WWII gallery. Some visitors think that Tirpitz is a bunker museum, but this was never the intention. The wwII stories are very visible in the landscape, however, with around 1500 bunkers in the vicinity of Varde, most of them still where they were cast on the beach. The design of this room has a clear reference to what visitors meet at the beach: The bunkers, most of them half sunken into the sand. Some do not even know they are bunkers, though, and many are in doubt if they are wwII related. Inside the bunkers you meet different persons – we use projections of actors for this. All of them based on real stories, and half of them Danish, half of them German. 26

27 TIRPITZ : GALLERI : EN HÆR AF BETON
MÅLGRUPPE : NØRDER OG NYE NØRDER We also tell a lot of details about the concrete bunkers, so that you will become bit of a bunker nerd yourself next time you are on the beach. 27

28 Og når gæsterne så kommer her…
Data på hvor længe gæsterne er hos os, hvor mange og hvilke historier, de hører Interviews, spørgeskemaer og iagttagelesstudier af vore gæster Og helt lavpraktisk: At spørge gæsterne om deres oplevelse – og notere svarene… Og justere og tage imod de målgrupper, vi ikke regnede med…

29 TIRPITZ : MÅLGRUPPER DU IKKE HAVDE REGNET MED
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30 “Finally, an exciting museum” 30
En uventet målgruppe der kræver noget helt andet, end de øvrige målgrupper 30

31 BLÅVAND Gæsteundersøgelse 2017
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32 Årsager til anbefaling BLÅVAND 2017

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