The Glems Fruit Tree Museum is run by an association. Has this influenced the way you work?
LAUREEN AND LUIS SEIDER: The association plays a significant role in the fruit tree museum’s activities. It has always been run by the members of the association, who also conduct guided tours to pass their expertise on to visitors. The members also share their valuable knowledge with us in various workshops, and we have incorporated this knowledge into the exhibition. Board member Willy Müller has been instrumental in driving the project forward. The overhaul of the museum's content and design was an intensive process that took almost three years. Transforming the association's criticisms into practical and achievable solutions was not always straightforward.
What was the underlying idea behind the original concept?
LAUREEN AND LUIS SEIDER: True to the motto 'you only protect what you know', the aim is to get people – particularly young people – interested in meadow orchards. In other words, passing on knowledge about orchards is key to protecting this unique cultural landscape. The primary goal is to present the content in a way that fosters autonomous exploration and discovery by visitors.
You have deliberately avoided excessive use of interactive multimedia. Why is that?
LAUREEN AND LUIS SEIDER: Our aim was to employ digital technology selectively to enhance the exhibition experience. In the fruit tree museum, for example, you'll find a touchscreen that you can use to obtain information on many types and varieties of fruit. This body of knowledge will grow continuously over time. At another location, we have deliberately chosen audio to bring animal sounds to life. At another media station, visitors can enjoy an audiovisual presentation of different skilled trades, with a focus on the human element.
The Glemmy the Bee character and other playful elements appeal directly to children. Has this proven successful?
LAUREEN AND LUIS SEIDER: Quite a few people have visited with children since the reopening. Glemmy the Bee welcomes them and guides them through the museum with the aid of a Bandolino game. We created the game with two difficulty levels. While our offer has been very well received, both we and the association would like to attract even more families and school classes to the museum.
With a relatively small area of 150 square metres, you need to concentrate.
LAUREEN AND LUIS SEIDER: The museum explores the enduring seasonal cycle of orchard life and the tasks that bring fruit to our tables. This seasonal cycle serves as a common thread that links and binds together all the themes of the exhibition.
More and more museums are thinking about their ecological footprint. How did this influence your concept?
LAUREEN AND LUIS SEIDER: The interplay of carefully selected materials like regional wood, combined with transparent supply chains and collaboration with local craft businesses, has resulted in a timeless exhibition. The enduring appeal of fruit cultivation will maintain the museum's relevance well into the future. Thanks to the modular furniture that was custom designed for the special exhibition space, temporary exhibitions can be organised efficiently and cost-effectively. These provide information on a range of new topics and encourage repeat visits to the museum.
They say that attention spans are shrinking, even in museums. How do you react to this as a designer?
LAUREEN AND LUIS SEIDER: By creating different levels of information. Even a brief visit to the fruit-growing museum provides a rich introduction to the world of orcharding – through the use of engaging exhibits, informative videos, graphics and clear explanatory texts. Visitors are not overloaded with information but are taken by the hand and introduced to topics by means of short texts. They can then decide for themselves whether they would like to explore the topic in more depth.
One last question: why did you submit this particular project to Focus Open?
LAUREEN AND LUIS SEIDER: As designers and architects, we have a social responsibility. We strongly identify with this project and are absolutely behind it. Together, we and everyone involved successfully completed every stage of the project – and we are proud of that.
