A new museum language
We see images everywhere constantly. We read, understand and write in visual language. Just think of the emojis or selfies in our everyday communications, for example. That is why M is rewriting the language of museums. We are abandoning labels or classical wall texts as the key guides to your visit. In this exhibition, we do not tell you the title, artist, material or size of the artworks. And there is a good reason for that: what you read influences the way you look at something and distracts you from the work itself.
Instead, there will be questions, suggestions and sensory labels that encourage you to see more attentively and with greater curiosity. In other words, we are no longer telling you what to see. We want to know what the images say to you. Isabel Lowyck, Head of Public Relations: “Without actually touching a tapestry, you can still feel how hard or soft the material is.”