Nationalmuseum Stockholm appoints international brand consultancy

Following a procurement process, Nationalmuseum in Stockholm has appointed the London based brand consultancy Jane Wentworth Associates.

The project will start in autumn this year setting the direction for the opening of the new Nationalmuseum in 2017. While the 150-years old building is being renovated, the museum’s operations will also be evaluated and improved. The time is also right for an extensive development of the brand:

- We welcome Jane Wentworth and her associates on board on the journey towards the new Nationalmuseum. They are a leading expert in this area and they’ve completed many successful projects together with their clients. In addition they also offer us an international perspective in the process of re-defining the museum’s vision and brand, says Berndt Arell, Director General. 

Jane Wentworth Associates are experienced in their field having worked for ten years specialising in developing brands in the global cultural sector. Other clients include V&A, National Museums of Scotland, Statens Museum for Kunst, National Museum of Qatar and soon to be Nationalmuseum in Stockholm

Brand strategist Jane Wentworth, Director, says:

- This is a once in a lifetime project and it will be an honour to work with Nationalmuseum in Sweden. The museum has such a great heritage and an exciting future. The extensive renovation of the museum's main home at Blasieholmen will create a perfect opportunity to re-define the story they want to tell and to make their superb collections relevant to future audiences.

The project will include analysis, strategy development, visual and verbal identity as well as implementation and staff engagement. Through a systematic definition of the organisation’s mission, internally and externally, the museum will be able to serve better the needs of its different target groups and stakeholders.

Further information
Paula Röhss, Director Department of Audiences and Communications, +46 733 90 53 85 
Berndt Arell, Director General, +46 767 24 68 48

Press images
Lena Munther, lena.munther@nationalmuseum.se, +46 8 5195 4465

Nationalmuseum is Sweden’s premier museum of art and design. The collections comprise older paintings, sculpture, drawings and graphic art, and applied art and design up to the present day. The museum building is currently under renovation and scheduled to open again in 2017. In the meantime, the museum will continue its activities through collaborations, touring exhibitions and a temporary venue at the Royal Swedish Academy of Fine Arts, Fredsgatan 12, Stockholm. Nationalmuseum collaborates with Svenska Dagbladet, Fältman & Malmén and Grand Hôtel Stockholm. For more information visit www.nationalmuseum.se.