With its millennial pink, trendy teal, moving typography and striking layout, the website for Amsterdam’s Frans Hals Museum feels startlingly different to similar institutions’ platforms. Siting history within a place of humour and playfulness, the platform was designed by – perhaps unsurprisingly – a studio that mostly specialises in e-commerce, working with brands like Adidas, Nike and Schipol Amsterdam airport.

That studio, Build in Amsterdam, was commissioned by the museum and KesselsKramer, which designed the museum’s identity, to create a platform that reflects the duality of the contemporary and classic in Frans Hal, which showcases a collection of 17th-century art from Haarlem – “the birthplace of Dutch painting from the Golden Age” – alongside its collection of art from the 20th and 21st centuries.