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Rijksmuseum

Rave below Rembrandt’s masterpiece

An unparalleled modern art experience that travels in media

Brief
Rijksmuseum wants young urbans to experience art in new and exciting ways.

Concept
An unparalleled modern art experience that travels in media:

‘A rave below Rembrandt’s masterpiece’. World renowned artists Maceo Plex (2016) and Underworld (2017) - the heroes of house music culture - exhibited the pinnacle in their art in the same building as the artistic icons of the Dutch Golden Age, The Rijksmuseum.

Collabs

Maceo Plex and Underworld plus their creative teams to intertwine old and new forms of art.

Rijksmuseum’s conservators and technical team to discover the stories behind the masterpieces (and to make sure they’d survive the beats of their modern-day successors).

KPN and Heineken, sponsors of the Rijksmuseum.

Touchpoints

2 epic music concerts in Rijksmuseum’s Bicycle Passage; livestreamed globally.

Internationally released concert registrations featuring exclusive material.

Results

Global cultural resonance, generating coverage for Rijksmuseum worldwide, putting their museum and art in a new perspective.

80.000 & 100.000 subscriptions for only 2.000 tickets in 2017; average age of 25, from 32 different countries.

Over 2 mio content views in both years.

Concert registrations released in 70 countries.