Telling the Story of Tulips

Amsterdam Tulip Museum
Amsterdam, Netherlands

We were approached by the Amsterdam Tulip Museum to help improve their overall visitor experience. The museum contains a series of exhibit spaces along with a street-level gift store.

Ours was a two-part assignment. Our marching orders for the gift shop were to make it more welcoming, better tell the story of tulips, and provide more opportunities for merchandising. The existing design was dark and cluttered, with awkward circulation patterns — the opposite of what springs to mind when one thinks of tulips, spring, and colorful fields of happiness.

We reworked the shop to feature illuminated wall shelving, a custom cash wrap area, and a flexible pipe-and-timber display system that references the elements of a traditional bulb shed. We developed a new floor plan, signage, and installed a vintage New York City (New Amsterdam, get it?) subway turnstile to serve as the portal between the shop and museum. The museum reopened to enthusiastic reviews and increased attendance, and shop sales rose by over 50% the first year after the reopening.

The museum experience is based on visitors going on a journey through a series of rooms, each reflecting a significant historical period in the history of the flower. As part of our work we reconfigured the exhibit spaces, wrote and designed a narrative text panel system to help guide museum visitors, created a video viewing room, and designed a new flexible gallery space that can be used for rotating exhibitions.

The exhibit and retail programs were developed in association with Amsterdam-based contractors Klusbedrijf Rovers and Dutch designer Frank van der Horst.

Services Provided: 

  • Environmental Design
  • Signage
  • Identity Design
  • Advertising


As part of our work we updated the museum's logo and developed a set of multingual visitors' cards that provide an at-a-glance overview of the galleries.

















Online and transit advertising help tell the Amsterdam Tulip Museum story.