The Historium, at the heart of the Bruges tourist trail, presents a multi-media experience from the Golden Age of Bruges. Seven historically themed rooms with film, scenery, special effects and virtual reality headsets transport the visitor back to a day in 1435.
IMAGINIF was asked to review and re-design the visitor centre in order to improve information and encourage tourists to visit this unique venue.
Starting from a customer flow analysis a completely new plan for Historium's communication strategy was created. Written communication, images and video presentations were all revamped. The resulting change was an atmosphere that enticed tourists to enter the building with large backlighted visuals and re-edited video trailers and an easy ticket purchase pathway.
A key challenge was to communicate clearly with an international audience in nine languages. IMAGINIF developed wayfinding signage reducing text around the ticket counter as much as possible. Staff were released from having to repeatedly explain: "What is this?", "How much does it cost?" and were thus able to concentrate on improving the visitor experience.
Thanks to the IMAGINIF redesign changes there was impressive overnight increase in the number of paying customers who visited the Historium.