Museum Boijmans Van Beuningen asked us to help refine the brand positioning and strategy of  Restaurant Renilde.

Following a thorough analysis of its competitors, propositions, (potential) audiences, strengths, weaknesses, opportunities, threats, and unique selling points, we initiated a program to develop a more distinctive and clearly defined brand identity and strategy.

One of the key insights was the need to strengthen the connection between Restaurant Renilde and the Depot of Museum Boijmans Van Beuningen, in which the restaurant is housed — both in practice and in communication. Perched atop the world’s first publicly accessible art depot, Renilde has the potential to become a place where the language of art is expressed through taste, scent, service, and sight.

Together with Vijverborgh F&B and Hospitality, we led a series of workshops to explore how Renilde’s values and unique features could come alive throughout the entire guest journey — from coat check to friandise. We examined how curatorial thinking could subtly shape the atmosphere.
How might a wooden art transport crate be repurposed into a wardrobe? How could the host welcome guests and convey a meaningful story about Renilde — the museum’s former curator who once brought Rothko, Dalí, Magritte, and Man Ray into the collection? How might the restaurant’s regular florist draw inspiration from the museum’s many still life paintings?

We also looked at the culinary design. What would it mean, for instance, for a dish to carry the echo of a painting? Could the wine list include curatorial footnotes? Could desserts tell a story rather than simply list options? Chef Jim de Jong was invited to add a curatorial layer to the menu — weaving subtle references into the plating and presentation, allowing the museum’s artistic thinking to infuse the kitchen.

In addition, we created a comprehensive new visual content library — over 200 photographs and short films that reflect Renilde’s atmosphere: open, elegant, slightly surreal. In parallel, we rewrote all guest-facing copy, aligning the language with the brand’s tone. Also, we added new marketing tools — including a ‘Depot & Diner’ combiticket, branded gift vouchers, and social media campaigns to both express its identity and drive sales.

Restaurant Renilde is on a path to become a place where culinary craft and curatorial thinking meet — a creative institution in its own right, deeply connected to the museum’s DNA. It’s a restaurant in open dialogue with the museum, the city, and its guests.