By Cassandra Pizzey / 14-09-2012

Some eight months ago Design.nl spoke with curator of Black and White, Anne van der Zwaag. It is the second project in her three year project (funded by the Wertheimer Fonds) so what can we expect?

Remind us of Black and White at the Dutch Photomuseum.

“The aim is to give the museum a new impulse through a three-year programme which focusses on the cross-medialism of photography. The first artist to create an installation for the museum was Christian Boltanski. Off course the main theme is black and white.”

Tell us about the entrance, why did you decide to work with this space?

“The museum recently moved to this new location at Rotterdam’s Kop van Zuid, not the most inviting area of the city as it is undergoing redevelopment. The museum itself could also use a boost, as it has many different functions which get a little lost in the entrance area.”

“We decided it would be great to invite the Rotterdam designer Richard Hutten to redesign the entrance area. His work is rooted in the city and I love his clear aesthetic which is fitting for this project.”

And what will we find upon entering the museum?

“Everything has been given a black-and-white makeover, as if seen through a filter. Hutten has completely changed the look and feel of the entrance, from the façade to the café and bookshop, even the routing has been altered. Together with Ngispen for example, he designed a table for the café area, whose function is now much clearer than before.”

“Together we created a new exhibition space which is part of the bookshop. Here the museum will sell exclusive works by established photographers, alongside works by unknown talents. I really believe in giving young talents a platform.”

You were aiming to attract visitors who wouldn’t normally visit a photography museum through Black and White, have you succeeded so far?

“Boltanski’s installation definitely got us a new target audience as his works balance on the cusp on art and photography. I think the same goes for Richard Hutten’s work, only for design and photography. A broad visual programme should always attract a new audience, and that’s reflected in the programming.”

“The difference between this new work and the installation is that Hutten’s intervention will receive a more permanent spot in the museum, at least for a few years. In addition this Saturday will see the launch of a brand-new mashup website for Black and White. It will focus much more on social media such as Instagram and Pinterest, hopefully appealing to another new audience.”

The new entrance will officially be opened on 15 September at the Dutch Photographymuseum in Rotterdam. 

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