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Museum policy

Museum policy

Policy, mission, and vision
Helmond Museum is helping to shape the twenty-first-century museum as an institute of cultural and social relevance by exploring the current zeitgeist and determining its significance for the museum. We discovered that contemporary art is placing new demands on the museum and that the needs of visitors are changing. A reduction in grants and sponsorships has posed another challenge.


Remarkable locations
The museum has a lot to be proud of. It boasts two unique buildings and three stunning collections, which can be admired both online and offline. It also boasts a surprisingly high number of young visitors and the total number of visitors is in line with the allocated budget. The museum offers high-quality exhibitions and excels at organizing educational and public activities. We regularly make the national news, which helps us promote our museum around the country.

Helmond Museum is under constant development and embraces future challenges. Our biggest challenge at the moment is to find a way to reconcile our ambitions with our modest financial means and make the museum future-proof. One solution is to solidify our role as ‘cultural institution’. We critically reflect on our tasks and our role in the city and the region and ask ourselves what our core strengths are, what expectations a museum is expected to fulfil, and what a museum means to the city and society.

Based on the conviction that a museum plays a key role in society, we have developed a topical, culturally appealing, and stimulating exhibition and activity policy in consultation with the city of Helmond and our visitors.

Helmond Museum is a modern and inspiring museum where art and culture can be seen, experienced, and made and where ideas and talents can grow.

Based on its policy, the museum identified five target groups that play an important role in the marketing strategy: active families, well-off culture enthusiasts, retired culture and heritage enthusiasts, active culture junkies, and secondary school pupils. An increasing number of Dutch tourists (day-trippers) and tourists from Belgium and Germany are visiting the museum thanks to its close proximity to cities like Antwerp, Brussels, Aachen, and Düsseldorf.