Sjæklen 2016

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Litteraturliste
• Collins, Jim: Good to Great, Børsens Forlag, 2009
• Espegaard, Arne: Sjæk’len 20 (1962-1987), Fiskeri- og Søfartsmuseet, 1987
• Lunde, Niels: Miraklet i LEGO, Jyllands-Posten Forlag, 2012
• Møller, Vibeke Andersson:Halldor Gunnløgsson i Den Store Danske, Gyldendal. Hentet
17. februar 2017 fra
• Schultz, Majken: Branding i Den Store Danske, Gyldendal. Hentet 16. februar 2017 fra
• Stagis, Nikolaj: Den autentiske virksomhed, Gyldendal Business, 2012
• Tzortzi, Kali: Building meaning, ICOM, No. 2, 2015
Summary
The article details how the Board of the Fisheries and Maritime
Museum formulated a plan in 2016 for the museum’s relaunch,
named by the newly appointed manager relaunch, named Re-
Imagine by the newly appointed manager. This name was
chosen because the premise of the relaunch centres on the vis-
ion and approach of the museum at the time of its inauguration
in 1968. The project is composed of three phases.
Phase one was implemented in the second and third quarters
of 2016 and centred on coming up with ideas for our core. The
new foundation (our values, mission, vision and the four house
pledges – see Figure 1) builds on these concepts. In addition, we
composed a central narrative (see Figure 2), five strategic goals,
a communications and PR plan, and a design guide to set the
project’s visual trajectory. In the last two of these tasks we were
assisted by external consultants.
Phase two centred on the organisational frameworks of the new
foundation and strategy. This phase was initiated in the third
quarter of 2016 and will be executed in full over the course of
2017 and 2018.
Finally, phase three will focus on our physical surroundings,
which are showing some signs of wear and tear after accom-
modating more than seven million visitors over nearly fifty years
of service. Like phase two, phase three was initiated at the end
of 2016. It will form a central part of the museum’s relaunch
strategy over the next few years, culminating with the fiftieth
anniversary on 24 April 2018.
One of the main focal points of the new strategy will be our
physical surroundings. These will be upgraded and fused to-
gether so as to form a clear single entity that will integrate our
physical surroundings with the brand that we wish to create and
communicate from this point onwards.
Modsatte side:
Museet set fra Strandvejen.
Foto: Peter Nissen 1968
(Esbjerg Byhistoriske Arkiv EBA 14285-042)
De afrundede hjørner er en af detaljerne i arkitekturen. Foto: Peter Nissen
1968 (Esbjerg Byhistoriske Arkiv EBA 14275-042)