After years of operating within the museum industry, what could a proud institution do to stand out from the crowd and launch their brand DNA? During one night at the Museum, the answer became crystal clear… a night that left everyone with a lasting memorable experience and demonstrated just how powerful the institutions brand DNA could be.
1. An Immersive Brand Experience at the Museum
A visit to the Museum provides a distinct experience, one that is immersive and personal. From the moment of entry, visitors are enveloped within the confines of the Museum’s historically rich architecture, instantly submerging them in the brand and its story.
- The strategic placement of brand-related artwork and styling offers a visual representation of the brand.
- A carefully curated playlist of music immerses visitors in an uplifting atmosphere.
- Interactive elements, such as audio tours and quizzes, provide an engaging journey for visitors to explore.
- The aroma of fresh coffee and pastries, available at the Museum’s cafe, sets a feeling of comfort, creating a positive customer experience.
The contemplative nature of the Museum enables visitors to absorb its exhibition and fully immerse themselves into the brand. Through various aesthetic cues and interactive elements, the Museum delivers an inventive and tangible brand experience that marries the brand story with the visitor’s experience.
2. Establishing Brand DNA Thanks to Night At The Museum
Fox Studios made a big splash when they released Night at the Museum back in 2006. The film, starring Ben Stiller and Ricky Gervais, provided a unique experience to viewers of a family-friendly comedy that was both endearing and entertaining. The story follows Larry Daley, a night watchman who discovers that, after the museum closes, the exhibits come to life.
What made this movie stand out even more was the creative use of brand integrations to form an essential part of the script. Different businesses and brands, such as McDonald’s, Frito-Lay and Coca-Cola, were part of the overall setting and served to reinforce the characters’ actions. Being so iconic and intertwined with the movie, it was a key part of establishing the fan-base, as well as the new “museum” brand. Fans could recognize, relate, and enjoy the movie all the more due to the brand support.
- Frito-Lay: Larry and Octavius form a partnership due to chips.
- McDonald’s: A hamburger joint is a key part of Rexy’s story.
- Coca-Cola: Larry uses Coke to impress Sacajawea.
3. A Collaborative Effort That Changed Our Perception Of Museums
In the past, museums have been a place of the elite, meant to be observed and enjoyed, but rarely participated in. However, in recent years, we have seen a new wave of institutions, one whose doors are open to the public and encourages collaboration.
Take the Museum of Modern Art in New York City, for instance, which opened its first-ever collaboration space in 2016. While its galleries remain open, a large collaborative space within the museum has been set up for people to learn, create, and participate in activities. The idea is to create a shared experience between all who visit, no matter their background. Today, the museum offers classes, workshops, and lectures around art, design, and technology, fostering a sense of community and building relationships. Museums, of course, still serve as places to share and learn about history, but now they act as a conduit for creativity and expression, welcoming all industries and backgrounds with open arms.
- Museums as an Elite Environment – Until recently, museum were regarded as places of only observation and admiration, and not a place of participation.
- The New Wave of Institutions – Of recent years, museums have become more welcoming and open to the public, often encouraging collaboration.
- MOMA NYC – The Museum of Modern Art in New York City has opened its first-ever collaborative space, offering classes, workshops, and lectures.
- Museums as Conduits – Museums now act as conduits for creativity, expression, and all industries and backgrounds.
4. How This Night at the Museum Established a Brand Legacy
The night at the museum had already been established as one of the most iconic events of the year – but this night was different. Over 500 people gathered around the iconic museum to witness the presentation of their latest project – a brand-new look that would redefine the museum forever.
As the lights dimmed, the audience was shown the plans of how the museum would be renovated. Bright and modern, the new design focused on giving the museum a more contemporary feel. Highlights included:
- A new vibrant color palette that tied together the existing brand elements for a fresh and timeless look.
- Modern architectural elements ensuring the interior visually connected the different parts of the museum.
- Attention-grabbing graphics that would bring visitors back to explore the museum.
As the lights came back up, the audience erupted into applause. The museum’s brand legacy had been established for years to come and all that remained was for the renovation to begin.
Creating an unforgettable evening that solidified the brand as a fun and inviting space, this night at the museum was truly one for the books. Drawing a diverse group of guests to engage with the brand, BizBash’s evening certainly left a lasting impression. Now, with a clear brand DNA, BizBash is able to stay top-of-mind for future events. The display of creativity and engagement was truly something to behold and helped make this night at the museum a memorable one indeed.
