For some, the museum is a cultural necessity, while for others, it’s simply a mandatory piece of homework. The time when museums were stately places where you gazed at artwork in oppressive silence is long behind us. The new Museumkaart campaign tells us that you can just as easily visit the museum for a cup of coffee as for an old master’s work. Whether you want to do something, experience something, or simply buy a little gift, with the Museumkaart, you’ll never have a reason not to go to the museum again.
Campaign film & photography by Noël Loozen.