Nationalmuseet

Information

The National Museum of Denmark holds the responsibility of preserving and presenting the nation’s history - but also of making that history relevant to today. The old digital presence no longer reflected this dual role. The ambition was to create a platform that could communicate with clarity and depth, while also laying the foundation for a shared system to support the many museums, castles, and institutions under the National Museum.

Approaching the past and the present

For Spring/Summer, this was a dream brief. The task was not just to design a website, but to reimagine how Denmark’s largest cultural institution communicates in the digital age. Our approach was rooted in the museum’s own strategy: to reflect on the past while drawing parallels to the present.

The design language and content structure were developed to mirror this dialogue. The new platform connects storytelling and utility, making it easy for visitors to discover exhibitions, collections, and experiences, while also encouraging them to pause, reflect, and explore deeper narratives.

As Simon Kampmann, Project Lead at the National Museum

“Spring/Summer clearly understood our strategic goals and translated them into effective solutions. Their ability to combine strategy and creativity has been impressive from the start.”

Solution

The new nationalmuseet.dk is a platform that embodies the National Museum’s mission. It balances authority with accessibility, seriousness with curiosity. Exhibitions and collections are presented in a way that resonates with contemporary audiences, while the design framework ensures consistency and flexibility.

Importantly, the platform is built as a foundation: already used to launch additional museum sites, it makes it possible to expand the digital ecosystem quickly and efficiently, while still allowing each site to express its own identity.

Impact

The result is a digital presence that strengthens the museum’s ability to tell stories that matter - stories that bridge past and present, and that invite reflection, curiosity, and engagement.

For Spring/Summer, this project represents both an achievement and a privilege: the chance to shape how the National Museum shares our collective heritage in a way that feels alive, contemporary, and lasting.

What did Spring/Summer create for Nationalmuseet?

Spring/Summer designed and developed the new digital platform for Nationalmuseet, the National Museum of Denmark, launched in 2025 on Sanity CMS. We led strategy, structure, design, and front-end development for the museum and the network of museums, castles, and institutions under it.

What technology powers the Nationalmuseet platform?

The Nationalmuseet platform runs on Sanity CMS. We chose Sanity because it gives the museum's content teams a structured, headless foundation that can support a complex editorial operation across many institutions, exhibitions, and collections, while keeping the front-end fast and flexible. The same platform now powers additional museum sites within the National Museum's network.

What was the brief Spring/Summer was given?

The National Museum of Denmark is responsible for preserving and presenting the nation's history, while also making it relevant today. The old digital presence no longer reflected this dual role. The brief was to build a platform that could communicate with clarity and depth, and to lay the foundation for a shared system supporting the many museums, castles, and institutions under the National Museum.

What design and strategic decisions shaped the project?

We designed the platform around the museum's own strategy: reflecting on the past while drawing parallels to the present. Storytelling and utility share the same structure, so visitors can discover exhibitions and collections quickly, while being invited to pause and read deeper. The system is modular, so each institution under the National Museum can express its own identity while inheriting the foundation.

What was the outcome of the Nationalmuseet launch?

Nationalmuseet.dk launched in 2025 as Denmark's new digital home for cultural heritage. The platform is already being used to launch additional museum sites within the National Museum's network, including castles and satellite institutions, expanding the digital ecosystem quickly while keeping each site distinct. The result is a digital presence that strengthens the museum's ability to tell stories that bridge past and present.

Who is this case relevant for?

This case is for cultural institutions, foundations, and heritage brands that need a digital platform with both clarity and depth, and that have to serve multiple sub-brands, venues, or audiences from a shared foundation. We work with museums and institutions that think in decades, not quarters. If you are reimagining a national institution's digital presence, this is the work we love.

How can a brand start a similar project with Spring/Summer?

Tell us about your project at contact@springsummer.dk or call +45 32 16 22 22. We're a Copenhagen-based digital design and brand agency, and we like hearing about briefs early, even if you're still figuring out what you need. Let's collaborate and make great stuff.