2024
Role: Concept, Direction, Production
Objective: Activate people to reflect on systems and initiate change
Museums often frame themselves as cultural spaces “for everyone,” but in reality, they’re not always accessible, especially to younger audiences.
Through research and street interviews, we uncovered a paradox: Gen Z wants to engage with art, but many feel that museums aren’t made for them.
With Make Your Own Museum, we wanted to flip that narrative.
Together with Melle Bontje, I created an audiovisual manifesto and a self-directed campaign that challenged people to see art in the everyday, not just behind glass walls.
Our goal: to spark friction around the idea of what a museum is, and who it’s for.
The result was a compact installation: a shrunken version of the classic “white cube”, too small to fit all the audiences it claims to serve.
Inside, we displayed our outdoor interventions, a mirror that framed the art around you, our visual manifesto, and a written one.