Museum Leuven takes on the experience economy

Brian Carruthers

Museums are changing their thinking around customer experience, adapting to new considerations of mood, moment, and context.

Museums are arguably in the forefront of thinking about the consumer experience. The sector has come a long way since the late 1980s when London’s Victoria & Albert Museum — the UK’s National Museum of Art and Design — sought to reposition itself with the slogan: “An ace café with quite a nice museum attached”. It didn’t really work: over a decade later, an official report noted that the sort of words used by visitors to describe the V&A included “dusty”, “dry” and “stuffy” as they got lost in a badly planned layout and gave up on overly academic exhibit...

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