Rebranding the Royal Museum of Fine Arts Antwerp.

The Royal Museum of Fine Arts Antwerp (KMSKA) closed its doors for a €90 million renovation, aimed at making it the crown jewel of Belgium's rich tapestry of art and culture. Famed among historians and connoisseurs for having the world's most important Ensor collection, the museum is also characterised by its significant ensembles by Rubens, the Flemish Primitives and the Flemish expressionists. Our success in winning the museum's international branding competition cemented Salvo’s position as an authority on brand development and strategy.
Salvo’s mission was to rebrand the museum’s identity and create an interactive visitor experience which permeated the institution from the inside out. Quantitative studies and qualitative conversations with a group of professionals from the arts and cultural sectors were conducted. We used our insights in a series of workshops in which we, together with the curatorial team, studied each facet of the museum. The positioning trajectory started with defining a goal framework, which Salvo formulated together with KMSKA stakeholders. Salvo laid the foundation for the museum's new brand identity and delivered an analysis of how the museum's visitor experience could be innovated. The result of the branding trajectory is a strong identity which is traditional but forward-looking. 
The Salvo Team would like to express its gratitude to the following people for their contributions to this project:
Anja Stas - MD at The Antwerp Zoo
Ann De Bie - journalist
Chantal Patyn - Head of Content at Klara
Faroek Özgünes - TV host (VTM)
Helmut Lotti - musician
Luc Tuymans - artist
Marina Lauwerys - Representative Flemish Department of Culture, Youth, and Media
Michiel Beers - co-founder Tomorrowland
Mourad Bekour - founder of Nuff Said

Peter Marnef - teacher
Piet Bevernage - Secretary General & Board Member at Ackermans & Van Haaren
Rachid Atia - Minderhedenforum
Stijn Vandevoorde - radio host (StuBru) 
Sven Mastbooms - trendwatcher
Thierry Geerts - CEO Google Belgium
Thomas Vanderveken - radio host
Tom Barman - musician
Tom Lanoye - writer
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