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Gustaf wants to produce new kinds of exhibition experiences for the visitors. The themes of curious and surprising exhibitions of the museum tell stories about the legends of industry as well as about art. The museum building, former head office of a forestry giant, is quite an attraction itself. The topic subjects of exhibitions have a connection to history or art. Often they relate to life in a small Finnish town connected to paper industry. The main character of the permanent exhibition is Mänttä’s first mill owner, Gustaf Adolf Serlachius. Infamous for his hazardous business affairs, Serlachius belonged to the pioneers of Finnish forest industry. The museum has been named after this erratic person.
The stories have the main role in Gustaf Museum. Curious and surprising exhibitions open themselves to the visitors by means of drama and different medias. The museum is well known and has been awarded for its original exhibition implementations.