Hendrick de Keyser Association: Experience 500 years of living history in Museum houses

As part of its 100th anniversary, the Hendrick de Keyser Association wants to permanently open a number of buildings to the public. But how do you do that, under which name, with which positioning and aimed at whom. Branddoctors came with that question.

Museum houses was created in co-creation with potential visitors and members of the association

Together, museum houses form a story about 500 years of living history in the Netherlands. In the Museum houses you can really experience the living history, from opening cupboards and panels to seeing a beautifully set table or feeling clothes from that time. At a Museum House you ring the bell, you are welcomed and then you can immerse yourself in the living history of the house.

In a follow-up process, we subsequently translated the positioning of Museum houses into potential visitors in the form of personas. How will a girl of 10 or a content-interested man of 58 experience a Museum House and what is important to offer them.

We have mapped future visitor journeys on the basis of customer journeys per persona. And discover and record what is needed in the different phases of the customer journey to make a visit unforgettable.

Visit historic homes with no cords and the smell of freshly baked cookies

In December 2017, the first Museum House Villa Rams Woerthe was opened to the public. The intention is to eventually open 35 houses to the public. In these houses no whispers and ropes, but the smell of freshly baked cookies and being able to sit on the chairs. You can experience and experience the house with all your senses. Not for nothing is the brand essence: here you can experience 500 years of living history.

Want to know more?

Make an appointment with Bianca van Zwol via bianca@branddoctors.com or through our assistant Ellen: +030.

Published on
to April 3, 2018

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About the Hendrick de Keyser Association:

The Hendrick de Keyser Association is committed to preserving architecturally or historically important buildings and their interiors. By acquiring properties, and subsequently restoring and renting them out, the association fulfills this objective. The buildings are all clear examples of the architecture of a certain period. There is also a lot of attention for the original interior.


Emilie Admiral


Bianca van Zwol