Fragments of castle life
Geldersch landschap & kasteelen, Ammerzoden (NL)
Gelderland has more castles than any other province in the Netherlands. Geldersch Landschap & Kasteelen manages almost all of them. But how do you market a castle?
Identity as value proposition
If you want to understand Gelderland, you have to look at its castles. Each one tells the tale of part of the province’s history. And that history, in turn, has shaped each property’s identity. GLK’s strategy is to take that identity as the starting point for a unique value proposition.
Pressure cooker session
GLK has been updating the visitor experience at its castles, step by step, since 2005. In a pressure cooker session, together we sought the right points of departure for an update to Ammersoyen Castle. The castle’s vast collection of archaeological finds makes it unique. Its main challenge relates to accessibility. Not every part of the medieval building is accessible for every visitor group, and it has no lifts
“Discover the Golden Age of Gelre at Ammersoyen Castle”
Archaeological discovery loops
We found the solution in turning each visit into a voyage of discovery. The visitor chooses a “discovery loop” at a suitable accessibility level and then charts his or our own route through the secret passageways and hidden doors. In each room, surprising encounters with archaeological finds await. Along the way, we tell one overarching story: by looking closely at the fragments of the past we can build a new, more realistic picture of the Middle Ages.
Attractive visual representations of the discovery loops concept featured in a bid book supporting financing of the project.
Credits
Client
Geldersch landschap & kasteelenContent Design
Studio LouterSpatial Design
Todd van Hulzen Design