Privacy policy
Privacy Policy for external contacts visiting Louisiana, both physically and digitally
Louisiana Museum of Modern Art Gl. Strandvej 13
3050 Humlebæk DK
CVR-nr.: 213580
This is version 11, last updated on 04.05.2026 10:57.
1. Introduction
1.1 This privacy policy (“Policy”) describes how Louisiana Museum of Modern Art (“us”, “we” or “our”), in its role as data controller, collects and processes your personal data in connection with the purchase of services in Louisiana’s webshop, membership in the Louisiana Club, purchase of tickets to the Museum or general use of our website and Museum.
1.2 The policy has been formulated and made available to comply with the General Data Protection Regulation (2016/679 of 27 April 2016) (“GDPR”) and the rules therein on information obligations.
2. Types of personal data processed
2.1 We process personal data about you when relevant and in accordance with applicable law. Depending on the specific circumstances, the personal data processed may include the following types of personal data:
a) name
b) address
c) email
d) phone number
e) age
2.2 Date of birth, for members of the Louisiana Club who purchase U29 cards or pensioner cards.
Louisiana uses video surveillance at the Museum and records images and videos, which are stored within the framework of the law. The recordings are deleted after a maximum of 30 days, unless there are other legal requirements that Louisiana must comply with.
When you visit Louisiana as a guest, photos may occasionally be taken at events, which we may use in our marketing of Louisiana on commonly used channels such as the website, Instagram and the like.
2.3 If we need to collect and process additional personal information than stated above, we will inform you of this at the time of collection. Such information may also be provided by updating this Policy.
3. Purpose of processing personal data
3.1 We only process your personal data if we have a legitimate purpose and in accordance with the rules of the GDPR. Depending on the circumstances, the personal data may be processed for the following purposes:
a) To provide or offer services or products to users, customers or members.
b) To send newsletters via email.
c) To be able to administer a customer club or membership with us.
d) To improve our products, services or website.
e) To respond to inquiries and/or complaints from users, customers or members.
f) To provide service announcements and information to users, customers or members.
3.2 In addition to the above, we process personal data for the following purposes: .
- To be able to ship items purchased in our webshop.
- To buy tickets for events and museums.
- To secure valuables and guests on Louisiana.
4. Legal basis for the processing of personal data
4.1 We only process your personal data when we have a lawful basis for processing in accordance with the GDPR. The processing of personal data takes place depending on the specific circumstances on the basis of the following processing authority:
a) The processing is necessary for the performance of a contract with the data subject, cf. GDPR, Article 6(1)(b), first indent.
b) The processing is necessary to pursue a legitimate interest, where the interests or fundamental rights and freedoms of the data subject which require protection of personal data do not take precedence, cf. GDPR, Article 6(1)(f).
c) The basis for the processing of the specific personal data is your consent, cf. GDPR, Article 6, paragraph 1, letter a. You can withdraw your consent at any time by contacting us via the contact details provided at the bottom of this Policy. If you withdraw your consent, the personal data processed on the basis of the consent will be deleted, unless they can or must be processed, for example, to comply with a legal obligation.
4.2 In addition to the above, we process personal data about children under the age of 13. To the extent that we process personal data about children under the age of 13 based on the rules on consent, we obtain consent from the parents/guardians of these children prior to processing. We process this information for the following purposes: Processing of personal data (general Art 6 contact information) about children under the age of 13 is carried out on the basis of a registered activity in our Children's Home. The purpose of Louisiana's Children's Home is to introduce children to art, give them the opportunity to explore art, participate in drawing classes and, through play and information, present art in a way that a child can relate to.
4.3 If we send direct marketing to you, including via email, we will ask for your prior consent in accordance with the applicable rules in the Marketing Act.
5. Disclosure and transfer of personal data
5.1 We only disclose personal data to others when the law permits or requires it, including when relevant and at your and/or the data controller's specific request.
6. Deletion and storage of personal data
6.1 We ensure that personal data is deleted when it is no longer relevant for our processing purposes as described above. We always store personal data for the period of time that applicable legislation obliges us to, including for the purpose of documenting compliance with, among other things, the provisions of the Danish Accounting Act.
Personal data provided when registering with the Louisiana Club is stored for up to 2 years after the expiration of a membership, this for the purpose of renewed membership. If you have any questions regarding the storage and processing of personal data, you are welcome to contact us at the email address that you will find in the last section of this Policy.
7. Your rights
7.1 As a registered person, you have a number of rights:
7.1.1 You have the right to request insight into what personal data we process about you, the purpose of the processing, and whether we disclose the personal data to others.
7.1.2 You have the right to have incorrect personal information about you corrected.
7.1.3 In certain cases, you have the right to have some of your personal data deleted.
7.1.4 In certain cases, you have the right to restrict the processing of your personal information, so that we only store your personal information for a given period.
7.1.5 In certain cases, you have the right to object to our processing of your personal data on grounds relating to your particular situation. An objection may be based on the processing of personal data for direct marketing purposes.
7.1.6 You have the right not to be subject to automated decision-making without human intervention, unless the decision is necessary for your employment with us, or the decision is based on law or your express consent.
7.1.7 If we have obtained your consent for part of our processing of your personal data, you have the right to withdraw your consent at any time. If you choose to withdraw your consent, it will not affect the lawfulness of the processing based on consent before the withdrawal.
7.1.8 In certain cases, you have the right to so-called data portability of the personal data you have provided to us.
7.1.9 You can always complain to the Danish Data Protection Authority.
7.2 There may be conditions or limitations to these rights. It is therefore not certain that you, for example, have the right to data portability in your specific case - this depends on the specific circumstances of the processing activities.
7.3 You can find more information about your rights as a data subject on the Danish Data Protection Agency's website.
7.4 Please use the contact information below if you want to exercise your rights.
7.5 We strive to meet your wishes regarding our processing of personal data, but you can always submit a complaint to the Danish Data Protection Authority.
8. Changes to this policy
8.1 We reserve the right to update and change this Policy. If we change the Policy, we will change the date and version at the top of the document. In the event of material changes, we will notify you of this in the form of a visible notice on our website, email or using other means of communication.
9. Contact information
9.1 You are welcome to contact us at the contact email provided below if you:
a) disagree with our processing or believe that our processing of your personal data violates the law
b) have questions or otherwise have comments about this Policy, or
c) wish to exercise one or more of your rights as a data subject.
If you have any questions or comments about this policy, or if you wish to exercise one or more of your rights, you can contact us at:
Louisiana, Museum of Modern Art Gl Strandvej 13
3050 Humlebæk
CVR: 21358010
att: Leif Lundgaard Mail: llu@louisiana.dk Phone: +4528585065
att: IT-Chef Mikkel Tange mail:mta@louisiana.dk Phone: +4549190719
We hope that you have found sufficient and clear information about our processing of your personal data on this page. You are always welcome to contact us.
