open: Depot Boijmans Van Beuningen


1,664 mirrored panels cover the surface of the Depot Boijmans Van Beuningen, a globally acclaimed design by MVRDV. This Depot (popularly called The Pot) is the first in the world to offer access to a complete collection. The dynamics of the Depot are different from those of the museum: no exhibitions are made here, but you can – independently or with a guide – view the collection consisting of 151,000 art objects. You can also take part in, for example, conservation and restoration.

After 12 years of successful communication with a three-line letter for Museum Boijmans Van Beuningen, the new identity for the Depot had to build on this but also distinguish itself from it.

The Depot is a shining building. Its reflection multiplies its surroundings. To express this effect, more lines have been used in a new typeface that includes break lines that follow the grid of the mirrors. For the sturdy building of concrete, mirrors and steel, a color palette of grays, silver, light pink and blue was developed. The typeface forms the core of constantly changing motion graphics.

The new identity is the basis for online communication, the opening campaign, the shop, the signage and the special clothes visitors have to wear.


Many creatives collaborated to get it all done. Thank you Concrete, In10, Silo, StudioMarkx and Bart Agency. And thank you to the whole Boijmans team for making it happen.

See also