Het Nieuwe Instituut’s New Visitor Experience
Design agency 75B designed Abstract Electric Chemistry for Het Nieuwe Instituut, a new routing for guiding guests and employees through the building. 75B (Rens Muis and Pieter Vos) is a graphic design agency known for its colourful, bold and playful designs. For the routing, the designers searched for a form of communication that is inviting and not overbearing. The starting point for the design is the coding used to record chemical and electrical processes. Pieter Vos: “It’s a graphic language that people intuitively recognise.”
In Het Nieuwe Instituut 75B’s design is combined with a spatial intervention by Frank Bruggeman, who uses plants and flowers to mark the movement space of visitors.
Maureen Mooren, Het Nieuwe Instituut’s art director, is responsible for the graphic design of the new visitor experience.
Photos: Johannes Schwartz