First day of Spring

Rave below Rembrandt’s masterpieces

Activate the museum and its music collection globally amongst a millennial crowd.

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We designed a global millennial marketing campaign around a one-off electronic music event in the world-famous Bicycle Passage under the Rijksmuseum. Where bicycles cross during the day, for one evening only the Passage belonged to Resident Advisor’s no. 2 DJ Maceo Plex, who played a special set inspired by the museum’s collection of music instruments.

With a multi-layered structure, we created a global buzz for the Rijksmuseum. The event gained worldwide media attention (, resulting in 60,000 subscriptions from 32 countries for 2,000 free tickets. The livestream of the event engaged 10 million people worldwide on Facebook and a documentary with exclusive footage of the event and interviews with the museum’s curator and Maceo Plex was broadcasted in over 50 countries.



Rijksmuseum ADE
Rijksmuseum ADE
Rijksmuseum ADE
Rijksmuseum ADE