Presentation of the new CNHM at the City Office for Culture
On Monday, October 29, a presentation of the project Culture, Science and Education in the Function of Economic Development – the New Croatian Natural History Museum was held at the City Office for Culture of the City of Zagreb, intended for Zagreb museum professionals, primarily directors of city museums and their colleagues.
The presentation was held by the Director of the Croatian Natural History Museum, Prof. Tatjana Vlahović, PhD, and senior curator Dr. Iva Mihoci.
Director Vlahović emphasized that the main goals of the partnership project are the restoration, extension and preservation of the historic Amadeo Palace, as well as increasing its economic value.
This should contribute to an increase in the number of visitors and to the development of cultural tourism through a new permanent exhibition, souvenir shop and catering facility. Additional space, new equipment and laboratories will strengthen the Museum’s scientific and research activities for the needs of the economy and contribute to employment and economic growth.
She pointed out that a marketing plan and communication strategy had been prepared, conceptual, main and detailed designs for the reconstruction of the building and the new permanent exhibition had been completed, cost estimates for all projects had been prepared, and location and building permits had been obtained.
The total value of the project is 96,545,888.00 HRK.
In addition to direct financial effects, the project also generates a larger number of social effects.
The social effects are connected to the following social benefits:
Protection and preservation of cultural heritage.
Spending by tourists who visited the City of Zagreb because of the project.
Additional overnight stays generated by visitors and tourists.
Benefits from visitors to cultural events that will be organized at the Museum.
Benefits for the development of human capital.
Benefits from additional employment.
Reduction of negative environmental impacts: the existing Amadeo Palace building is devastated and deteriorating. Its restoration will prevent further devastation and deterioration, as well as danger to visitors, while an efficient cooling and heating system will reduce CO2 emissions into the environment.
Positive impact on social groups and connectedness, especially on the connection and inclusion of women, children, persons with special needs, the unemployed and particularly young people.
The value of cultural tangible and intangible heritage is impossible to calculate because it is immeasurable.
Transfer of knowledge and new technologies to other institutions through active cooperation on scientific projects.
Recognition that encourages communication and creates a more favorable development environment. Creating recognizable cultural values will also help the development of the city itself.
Cultural development of the population due to increased attendance at cultural events.
Recognition of the Upper Town as a landmark of Zagreb’s tourist destination.
Experience in the implementation of this project is part of complex training in the process of planning and managing complex projects according to European Union procedures.
Dr. Iva Mihoci emphasized that the Croatian Natural History Museum is the richest museum in the Republic of Croatia in terms of holdings, with over 2 million objects systematized in 120 collections.
The Museum also has a comparative advantage because it is located in a cultural monument – the Amadeo Palace on the walls of the Upper Town.
It was also emphasized that the Museum, although primarily a cultural and scientific institution that is not subject to strict rules of market economics, is also trying to position itself in this segment by conducting scientific analyses in future accredited laboratories that have market value for generating profit.
The communication strategy places at its center the question of why a visitor would come specifically to the Croatian Natural History Museum, highlighting the innovation of products and services, which within museum activity is seen precisely in its contribution to culture, science, education, geotourism, new user experience and branding itself, emphasized Dr. Mihoci.
Visualizations of the new Croatian Natural History Museum were created in cooperation with designers over the past ten months, primarily with Professor Rako, architect Fani Frković and Professor Vanja Ilić.
Three important units are highlighted:
Roof structure – the existing slopes and dimensions will be retained, while the diagonal beams that obstruct communication will be removed, with the construction of roof dormers to achieve usable attic height for staff who will be located in the attic space.
Covering of the central atrium – this will make it possible to satisfy two important functions: it leaves the space “open” and enables the display of large exhibits. It will also be available for hosting various events throughout the year, such as Scena Amadeo and similar programs.
Transverse bridges – they provide a new view of large exhibits and serve as supports for lighting on the ground-floor level.
A comparison of the current state with the project shows that there is no fluidity in visitor circulation without circular communication.
The separation of work, public and semi-public spaces and storage areas is planned.
Space is planned for the display of more than 3000 exhibits, contextualized within the space with an emphasis on the museum object as the primary focus.
Museum exhibits will occupy wall surfaces, while the central space will remain free or be intended for a large exhibit or multimedia solution that would contextualize it.
The basement space will be a multimedia hall with 50 seats.
The memorial rooms of the great figures of Croatian natural history, Dragutin Gorjanović Kramberger and Spiridion Brusina, will remain untouched.