Curious, politically-engaged, and digitally-savvy – Kim Logchies Prins is leading a new generation of museum goers at Moco Museum.
With a flagship museum in Amsterdam, Moco Museum opened in Barcelona in 2021 and has expanded to London this month, opening its anticipated spot in the capital with an illustrious exhibition by none other than the illustrious contemporary conceptual artist Marina Abramovic. Standing apart from the traditional gallery scene, Moco Museum ignites open conversations between the artist and their audience, through
Here, Kim shares her insider knowledge of Amsterdam‘s art scene, including what to look forward to at Moco Museum this year, as well as how to spend the perfect, culture-filled day in the spirited city.
The best time to visit ….
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Amsterdam is best in August/September while the weather is still deliciously sunny, the terraces are abuzz with people soaking in the sun rays, and the gentle start of the cultural season begins.
Our first pitstop should be …
The Moco Museum, of course! Located in the heart of the city on Museum Square, Moco is conveniently central, allowing you to easily reach any destination in the neighbouring fashion and museum district in the blink of an eye!
Your favourite hotel to check-in at is …
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The Conservatorium Hotel. A spacious, modern grand hotel, it is a part of The Set Collection. It is known locally as the ‘living room of Amsterdam’ due to its central location, which is just a three-minute walk away from Moco! We have an amazing relationship with the hotel, partly due to us being neighbours in the cultural hotspot of Amsterdam, and partly because I love staying there for its beautiful interior and cutting-edge service and design. A little tip for anyone who enjoys indulging in a top-tier pamper session: my go-to sanctuary is the Akasha Spa tucked away on the lower floor of The Conservatorium.
Where can we find the best coffee?
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I love the Coffee District on Willemsparkweg, it’s close to Moco and they have great coffee. It’s always busy during the day so stop by in the morning to make sure you get a seat. Another tiny coffee spot with amazing coffee and matcha is the Brazilian café Wandu in the Jordaan.
Alongside Moco Museum, what are your favourite cultural hotspots in the city?
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I am a big fan of the Jaski Gallery. It’s a gallery representing contemporary artists in the Spiegelkwartier (translated to English: the Mirror Quarter). I think I love it as much as I do because of the personal connection I have with galleries in this neighbourhood. Before we opened Moco nine years ago, Lionel and I had our very own gallery on Spiegelstraat – the Lionel Gallery. That’s where the Moco idea was born: we used to have modern and contemporary artworks which, at some point, attracted up to 1,000 people a day. It made us think there’s demand, curiosity, and an undeniable interest for this type of art and – in a leap of faith – we acquired Villa Alsberg, a prominent building across the Rijks. The rest is history!
Additionally, the annual World Press Photo Exhibition is a favourite! Located in the beautiful de Nieuwe Kerk, the exhibition has a truly impressive ability to present you with a truthful view of the world in one day.
How about for a long, lazy lunch?
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Marathonweg in Oud-Zuid is the perfect, cozy location for a nice lunch in the sunshine. Perfect for family downtime.
Your favourite restaurant in town for a date night?
De Klepel – it’s a classic French kitchen with a super sommelier team. Hands down best wine selection in Amsterdam! The team, as if by magic, always finds the perfect wine for the perfect occasion. The sommeliers take you on a journey from start to finish: from the grape variety, to where the wine is from and even how best to consume each glass.
And for dinner with friends?
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Depends on the mood of the evening! For an intimate, romantic (treat your friends!) dinner – Caffè Toscanini, a Jordaan staple. For a cosy and uncomplicated dinner – Kikkie’s. For a fun girl’s night with drinks flowing – Café Parlotte. For live-fire cooking and a private catch-up – Nela in Zuidas. The terrace of The Social Hub is perfect for a work catch-up or with friends in the daytime. If by chance you end up above the Ij in Noord (which you should) – check out Contrast with its Basque-inspired cuisine on an old Dortmund Ship! While in Noord, check out Barracuda if you and your friends love seafood and edgy design.
The best spot by the canals for people watching?
I enjoy sitting down on the canal banks with no particular spot in mind. It is a beautiful moment to practice gratitude, get inspired by the people around, and let Amsterdam feed my soul! Café Marcella is another favourite of mine by the canals. It is just down the street from where my son lives – I love to catch up with him and people watch over a nice coffee.
Your favourite bar and the drink to order …
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Taiko, Conservatorium. Dark & Stormy. Trust me, it’s a classic.
One place only locals know about …
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Menno Kroon – a florist which treats flowers like jewellery! Flower culture is huge in the Netherlands, and you should definitely pass by to check out this beautiful florist. Can’t get more local than this.
Your favourite day trip from Amsterdam for a change of pace?
I always get away to Paal 69 – a beach located in Zandvoort’s South Beach. It feels like you have been transported from the Netherlands to a sandy tropical beach somewhere far far away: slow down, swim, reset – enjoy!
Where can we go shopping?
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Buise – my favourite shopping spot on the Cornelis Schuytsraat. And – once more – a Moco neighbour! The Museum Quarter has no limit to the number of cool spots it houses.
The best area for vintage shopping?
De Negen Straatjes.
Your favourite vintage shop?
Really, any store on the Negen Straatjes is a gem for good vintage finds!
The best place to treat yourself is …
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Claus Holtz on Williemsparkweg is the holy grail for ultimate self-care packages and advanced facial techniques. Renessence is the best for a Cryotherapy session, followed by an ice-bath, and topped off with a deep-tissue massage: a must if you are into wellness.
Talk us through your perfect day in Amsterdam.
As a curator-at-large, the days are fast and busy. My perfect day is all about finding a balance between my passions – my job and my family. I always start by an early rise and walk my dog. I try to weave exercise and meditation into the flow of my day, but it’s very nice to take an intentional moment in the morning to connect and reground deeply with myself and the world around me. I have a cappuccino and breakfast with my lovely daughter before heading over for meetings at the Moco HQ, a quick five minutes from the museum itself. In the evening, my family and I have dinner at home – a beautiful moment all about coming together and winding down as a unit. On a most perfect day, I manage to find time for a glass of wine with my dear friends. I cherish these moments as our spiritual conversations fill me with peace and harmony.
In one word Amsterdam is…
Vibrant.
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As the curator of Moco’s programming, my process is passionate, based on my instinct and visual engagement with artists and their work – I could even say a sixth sense. Moco Museum stands out because my curation is intuitive and results in deeply personal exhibitions.
How does Amsterdam’s art scene differ from other cities?
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To me, Amsterdam’s art scene is a true hidden gem. Amsterdam’s multiculturalism fosters a diverse, highly artistic society as well as a hunger for exciting cultural activity. This includes everything from Dutch Masters to contemporary art establishments and multi-disciplinary movements. The community in Amsterdam feeds off thought provoking exhibitions, resulting in a wide array of art for all tastes that are in tune with our global creative community. The scene is reflective of our world, it is eclectic, alive – ever-growing.
What does the new generation of museumgoers look like? Who are they?
Reflecting on the crowds we welcome at Moco, I see a young generation that is self-expressive, politically engaged, and opinionated – something incredibly encouraging to observe. For example, our recent Robbie Williams’ exhibition Pride and Self-Prejudice at Moco Amsterdam on mental health drew in large crowds of young people! It facilitated and activated an open dialogue between the artist and a new generation of museum-goers. After the success in Amsterdam, a second Robbie Williams exhibition, Confessions of a Crowded Mind, opened in Barcelona. The new exhibition enjoyed a similar, profound effect there. Both shows are still on display and continue to generate honest, vulnerable conversations.
The new generation is also fun. They love social media and use it to share their voices and express themselves. Moco is approachable and relatable, younger art lovers and introducing them to the art world!
How has Moco Museum – and the museum industry – had to change to accommodate its new audience?
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Moco might have been the catalyst for this change. It was never the intention to attract such a youthful audience, but rather a welcome and pleasant result of the curation over the years. I have always had an eye on trends and fashion, and working with concepts, thinkers, and artists stirred my soul! To me, art is an opportunity to change the world –it helps deliver a better vision of the future. It is beautiful to see how this resonates with a new generation of museum goers. That being said, I do believe curation has to be intentional, especially knowing who you are catering to. I aim to foster dialogue and make art as accessible as it can be, curating in a way that touches on our shared experiences!
What are you looking forward to at Moco Museum this year?
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Art provides solutions and a new way of thinking – I can really see that people get inspired from, by, and with the artworks displayed. I look forward to catering to more people, and allowing more space for connection, understanding, and healing through art. I am excited to be doing this across three locations (and three cultures) now. I’m hoping for Moco London to thrive as much as Amsterdam and Barcelona have. Particularly, I can’t wait for our first temporary exhibition by Marina Abramović, Healing Frequency, a beautiful collection of works from her Transitory Objects for Human Use series, encouraging collective healing.
Lead image credit: Haja Benjida
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Any Questions or Tips to add?