How a Natural History Museum Created a Pop-Up Experience in a Mall

The Swedish Museum of Natural History in Stockholm is a beloved institution, known for its extensive collections and educational exhibits that bring the wonders of the natural world to life.

However, in August 2023, an unexpected crisis forced the museum to close its doors: a section of the inner roof collapsed, revealing the need for extensive renovations.

This sudden closure left a void not just in the museum’s schedule but in the hearts of its many visitors, especially children. Yet, from this challenge emerged an innovative solution that would take the museum into uncharted territory—a pop-up museum in an unlikely location: Sweden’s largest shopping mall, Westfield Mall of Scandinavia.

A Creative Opportunity Arises

The closure of the Swedish Museum of Natural History was widely covered in the national media, underscoring the significance of the museum as a cultural and educational resource. Amidst this unexpected downtime, the museum received an intriguing offer from the Westfield Mall of Scandinavia.

The mall, aware of the museum’s temporary closure, reached out with a proposition: use their vacant retail space to create a temporary exhibit. This offer was as surprising as it was exciting, presenting an opportunity to reimagine the museum experience in a new and unconventional setting.

Faced with this unique opportunity, the museum’s team quickly began brainstorming. The challenge was clear—how to condense the essence of the museum into a small retail space, on a tight budget, and with only two months to prepare. The team, composed of experts in exhibitions, design, collections, and visitor services, embraced the challenge with enthusiasm and creativity.

Image : Charlotte Ek/Naturhistoriska riksmuseet

Crafting the Pop-Up Museum

The team had 200 square meters of space, 20,000 euros, and a pressing deadline to bring the pop-up museum to life. The first task was to choose a theme that would resonate deeply with the public. The answer came quickly: dinosaurs. Visitors to the museum consistently show a deep fascination with dinosaurs, making them a natural choice for the pop-up’s central theme. Dinosaurs not only attract attention but also serve as a gateway to broader topics such as natural history, paleontology, and environmental conservation.

With the theme in place, the team conducted a thorough inventory of the museum’s existing resources, identifying specimens, models, films, and interactive activities that could be relocated to the mall. The creative reuse of existing materials was a key strategy, not only for cost-effectiveness but also as a nod to sustainability, a core value of the museum. Even old furniture from the museum’s attic found new life in the pop-up, demonstrating the museum’s commitment to resourcefulness and innovation.

Moving the Museum

As the opening day neared, the logistics of moving the exhibit materials from the museum to the mall became a complex operation. Two large trucks were loaded with everything needed to transform the retail space into a miniature museum, including a 3.5-meter-high T-Rex leg, which proved challenging to transport and install. Fortunately, the museum’s in-house carpenters and dedicated staff were up to the task, working tirelessly to bring the vision to life. They painted furniture, laid out carpets, installed display cases, and set up the necessary technology for both the exhibits and the museum shop.

Finally, on February 1, 2024, the pop-up museum, aptly named “In the Footsteps of Dinosaurs,” was ready to welcome its first visitors. The exhibit featured real dinosaur fossils, including a fossilized footprint from Skåne Scania in southern Sweden, a dinosaur egg, and a meteorite. Visitors could explore how dinosaurs lived, what they ate, and how they eventually became extinct. The exhibit also showcased the museum’s ongoing research, particularly its work on environmental conservation and the monitoring of toxins in bird populations—underscoring the message, “Don’t choose extinction.”

Image : Charlotte Ek/Naturhistoriska riksmuseet

Engaging New Audiences

One of the primary goals of the pop-up museum was to reach new audiences—people who might not typically visit a natural history museum. The mall setting provided a unique opportunity to engage with a diverse group of visitors, many of whom discovered the exhibit while shopping. The pop-up quickly became a hit, attracting over 30,000 visitors in its first month. On weekends and school holidays, the number of visitors even rivaled those at the museum’s main location.

To enhance the visitor experience, the pop-up featured several interactive elements. The “Explainer Desk” allowed visitors to examine fossils and guess whether they were teeth, plants, or other ancient objects. The “Dino Corner” offered a creative space where children could make their own dinosaur crafts, while the mini-shop provided a selection of dinosaur-themed merchandise, books, and souvenirs.

Lessons Learned and Future Implications

The pop-up museum was not without its challenges. Working with a commercial partner like a shopping mall introduced new responsibilities, such as fire safety, security, and cleaning, which led to some unexpected costs. Additionally, managing logistics between two locations proved tricky, requiring multiple trips to transport materials and set up the space. However, the experience offered valuable lessons in flexibility, creativity, and collaboration.

One key takeaway was the importance of clear communication. Despite efforts to set expectations, some visitors were disappointed by the size of the exhibit, having anticipated a larger experience similar to the full-scale museum. This highlighted the need for precise messaging when promoting such initiatives.

Nevertheless, the pop-up museum succeeded in its mission to engage a new audience. Many visitors expressed increased interest in visiting the museum once it reopens, with some remarking that the pop-up experience had piqued their curiosity about natural history in ways they hadn’t anticipated.

A Blueprint for Success

The Swedish Museum of Natural History’s pop-up museum at Westfield Mall of Scandinavia is a testament to the power of innovation in the face of adversity. By turning a crisis into an opportunity, the museum not only maintained its connection with the public but also expanded its reach to new audiences. The experience has imbued the museum staff with a renewed sense of confidence and provided valuable insights that will undoubtedly inform future projects.

For other museums facing similar challenges, the Swedish Museum of Natural History offers a blueprint for success: be prepared, think creatively, and embrace the power of collaboration. As the pop-up museum continues to draw visitors, it stands as a reminder that the wonders of natural history can inspire and educate—even in the most unexpected places.