What is the story to be told about Knud Rasmussen – the Danish Arctic explorer? What’s the legacy of his work today, and how is it part of the colonial history of Denmark in Greenland? Whose story to tell is it to begin with? These are some essential questions to be addressed as part of a new museum project in North Zealand, Denmark.

In the summer of 2021, the municipality of Halsnæs (Knud Rasmussen’s hometown) commissioned Group NAO to carry out a full scope feasibility study and proof of concept for the envisioned museum.
The focus of the assignment was 1) to assess and test the core narratives and public relevance of the museum, 2) analyse the socio-economic potential for the local community and Danish region around it, if realized, and finally 3) to produce a risk analysis for potential investors.

The main finding was that the museum could potentially become a signature experience in North Zealand, an economic and cultural driver for the community as well as a business case for investors. Meanwhile, the envisioned concept needs fundamental communicative, functional, and organizational adjustments to optimize its relevance and value creation for community and investors with a key view to ownership of narrative and representation.


Halsnæs Municipality in association with Industrimuseet Frederiks Værk


Group NAO engaged in extensive desk research of the history and legacy of Knud Rasmussen, interviewed more than 40 stakeholders and experts in Greenland’s and Denmark’s history, relations past and present, climate change, art, culture, and education. For the second part, we organized workshops, resident engagement and conversations with local representatives and stakeholders. Finally, NAO produced an economic impact analysis built with data from Nasa SEDAC, tourism statistics and economic modelling.


Group NAO worked on the project throughout 2021 and presented the comprehensive study with the title “Hundested med horisont” in June 2022 – read it here (Danish).

The report was designed by Studio Frost.