In April 2017, the Herman Brood Experience opened in Zwolle at Blijmarkt 21, where the Municipality of Zwolle and a large number of businesspeople have embraced Herman Brood. The characteristic building, dating from 1444, faces Blijmarkt, next to the Odeon Theaters and directly across from Museum De Fundatie; a beautiful location in the heart of Zwolle's museums, a worthy place to continue to appreciate Herman Brood.

In November 2018, thanks to large numbers of visitors and loyal fans, the decision was made to make space available for the Herman Brood Museum in the Herman Brood Experience building. The exhibition has moved to the first floor, where visitors can gain insight into the life of the Zwolle-born artist through photos, objects, film, sound, and, of course, Herman's art.