Passionate masterplan for ARTBASE Ede

NorthernLight developed the masterplan for ARTBASE Ede, an interactive multimedia experience about art, nature and Helene Kröller-Müller. ARTBASE Ede will be located in the city of Ede, next to the beautiful Veluwe nature reserve.  NorthernLight won the competition commissioned by the municipality of Ede, to develop the masterplan with our proposal to connect the story of famous art collector Helene Kröller-Müller to the modern-day world. The detailed and elaborate masterplan includes strategy, creative concept and business case, developed through a series of sprints with the project group, in which the Kröller-Müller Museum also partnered. The process included a second opinion by experts and concept testing with target groups. The reactions were unanimously positive and the masterplan is now the basis for government support, fundraising and final implementation towards opening in 2024.

In ARTBASE Ede visitors will experience the life story of Helene Kröller-Müller and her limitless passion for art. Helene was one of the biggest private art collectors of her time of and helped shape the world of modern art as we know it today. Driven by the urge to find ‘soul’ in art, she brought together a collection of thousands of paintings, drawings and art objects – all housed in the Kröller-Müller Museum. Helene owned the world’s second biggest collection of Van Gogh paintings, who she considered to be one of the great spirits of modern art. In search of a spiritual dimension in her life, she could identify with the way in which Van Gogh sought spirituality in humankind and in nature. In ARTBASE Ede visitors will explore the topics of passion, dedication and spirituality – all inherent to how Helene lived life – and see how they apply to modern day artists and collectors.

ARTBASE Ede will bring history, present and future together in an exciting, personal in-depth journey. The visitor experience will start with a high-tech surround projection mapped spatial documentary about Helene Kröller-Müller. Then visitors can explore modern day art and collections – and discover their inspired and passionate stories. The epilogue space inspires visitors to think about their own passions and motives through interactive installations. The inspiration does not stop there; the café and shop will celebrate the passion of local artists and producers.