The challenge
Infuse the Rijksmuseum with emotion, relevance, and accessibility to connect with a diverse, younger audience while preserving its status as a world-class art institution. In a competitive landscape of traditional and innovative cultural experiences, we needed to develop a strategy that would break down barriers, spark emotional connections, and position the Rijksmuseum as a welcoming space deeply connected to contemporary life.
Video · Campaign film
The insight
There has been a growing demand for immersive, tailored cultural experiences. Unbeknownst to many visitors, this is exactly what the Rijksmuseum offers - it’s not just a collection of static artworks, but a journey where art comes alive through personal connections. Each visitor’s unique background, interests, and emotional state create a personalised lens through which they experience the collection. This dynamic interaction turns the museum into a dialogue between past, present, art, and observer.
The creative idea
“Rijksmuseum Moves You” captures the visitor’s experience in the museum. It reveals art’s power to offer a personal journey through history and culture. As you explore the museum, each artwork draws you in, depending on your unique experiences, memories, and emotions. Whether you’re transported to a distant past, reminded of a loved one, or inspired to create, the Rijksmuseum’s collection resonates with your individual story through the lens of Dutch masterpieces.