Situation
As Denmark’s largest art museum, the country’s national gallery and the principal museum for visual art, the National Gallery of Denmark (SMK) has an obligation to ensure that Danish cultural heritage is accessible throughout the country. With the vision of being a museum for everyone, SMK is in the process of establishing a branch in Thy, which will open in June 2025. SMK will therefore be operating in a different experience environment and market than the one it is used to and knows from Copenhagen.
Complication
SMK wants to create the best possible conditions for the branch’s success and realise the vision of being a museum for everyone. This requires a well-founded knowledge of, and overview of, the new market they will be operating in. This includes, among other things, nearby attractions, relevant Danish and international target groups, and an understanding of what it takes both to attract them and to give them a good experience. In addition to the overall attraction potential, SMK also lacks knowledge about more operational challenges in connection with the branch in Thy, such as pricing structure, opening hours, concept development and the operation of an on-site restaurant.
Recommendation
Epinion is conducting a holistic analysis, combining existing knowledge and available data with newly collected insights from surveys and qualitative in-depth interviews. The result is an action-oriented report with concrete advice and recommendations that SMK can apply directly in the development of SMK Thy. In addition, Epinion is delivering a target group catalogue that provides unique insight into relevant experience target groups, drawing on other sources and supplemented with further specific knowledge about SMK Thy’s experience offering. This tool enables SMK to target their concepts, improve the user experience and thereby strengthen the chances of realising the vision of a museum for everyone.
