New Old!
Museum of the Mind
From concept to opening in seven weeks. Together with the Museum van de Geest, we started with cautious optimism on a new temporary exhibition in the monumental Zorgzaal. The theme: the art of aging. Joining forces with guest curator Prof. Dr. Tineke Abma, our goal was to shatter persistent myths surrounding old age, shifting the focus from vulnerability to vitality and resilience. The strict constraints of time and budget instantly forced us to get straight to the essence: we designed a grand visual gesture for this urgent societal theme.
- Location
- Haarlem (NL)
- Client
- Museum of the Mind
- Year
- 2026
- Service
- Concept, spatial design, graphic design
Grand gestures
The sheer height of the hall demanded a powerful architectural response that mirrored the content, proud and self-assured. To showcase the photography collection featuring works by artists including Erwin Olaf and Yayoi Kusama to its fullest potential, we opted for maximum impact and blew the images up to an extreme scale. The result is a bold scenography of impressive, large-format prints floating in space, combined with an activist graphic layer and striking typography that challenges stereotypes about aging.
With an inventive design and a clear vision, Kossmanndejong has elevated this exhibition to a higher level. They demonstrate that even with a modest budget, you can create a presentation that surprises, moves, and stays with you.
Three-part collage
A dance of banners
Six monumental prints slowly rotating from the ceiling give the space a dynamic atmosphere. Acting as moving icons, they mark the six main themes. This ‘dance of banners’ keeps the room in continuous motion and offers constantly changing perspectives. In this way, the design reflects the vitality and mental resilience of older people who are actively engaged in life. A space filled with human energy, optimism, and connection.
Aging is an extraordinary process where you become the person you always should have been.
Spatial flexibility
The conceptual gesture is inextricably linked to a practical prerequisite: multifunctionality. Because the hall must remain flexible for events and lectures, the installation hangs entirely independent of the space. Thanks to a clever suspension system, two people can transform the exhibition into an empty hall within half an hour. An all-in-one design solution where aesthetics and logistical flexibility meet.
