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Image First: Opening up the Rijksmuseum with Rijksstudio IMAGE FIRST: OPENING UP THE RIJKSMUSEUM WITH RIJKSSTUDIO Linda Volkers Manager, International and Digital Marketing, Rijksmuseum The Rijksmuseum is the national museum Apart from reaching new audiences of the Netherlands. It tells the story of eight and enhancing its brand awareness, the hundred years of Dutch art and history through Rijksmuseum invites the public to make their its collection of one million objects. As of the end own masterpieces for the international design of 2012, the collection was made digitally available competition Rijksstudio Award. Launched in too – in high resolution on the museum’s website, 2014, the Rijksstudio Award places the museum freely available, without limitations. In this digital in a leading position in the world of digital application, or online gallery, called Rijksstudio, image culture and open design. What were over 300,000 pictures can be examined in close the choices that we made and what was the detail. Even the fnest brushstroke technique or impact on the museum? a precious material is revealed – allowing users a closer look than would be possible in the museum. Reinventing the museum In addition to this, users are encouraged to interact with the images: download them into their own In anticipation of its reopening on April collections, share them with others, and use them 13 2013 the Rijksmuseum undertook various in any way they wish to. Inspired by trends in the initiatives to satisfy the needs of its 21st digital world like Pinterest, the emerging use of century visitors. The building was thoroughly tablets and mobile devices, Rijksstudio gradually modernised, while at the same time, restoring took its current shape. It is a super user-friendly more of the original interior designs. Paintings, responsive interface, where the images are applied art, and history are no longer displayed available full screen. More than 317,000 users have in separate parts of the building, but form a since created their own Rijksstudio. single chronological circuit that tells the story of Dutch art and history. The Rijksmuseum The Rijksmuseum took this initiative in took the opportunity to reclaim its role as the the frm belief that its collection belongs to the national museum, reinstate Dutch pride in public, and the museum itself is the custodian. their museum, and give international museum By opening up its collection digitally, the lovers a reason to travel to Amsterdam. The museum intends to attract new audiences – Rijksmuseum redefned its brand vision, its wherever they are, 24/7. ambitions, and its distinctive power. We asked 15 Image frst: opening up the Rijksmuseum with Rijksstudio Linda Volkers ourselves “What difference can we make to the Rijksstudio: image-based online collection lives of our visitors?” It is in this process that the development of Rijksstudio frst came into Our digital presence, founded in a crisp and focus. We developed new core values, a visual radical e-strategy, has proven to be key in opening identity, and web design; concentrating mainly up to our stakeholders and in the success of the on simplicity, clarity, and a personal approach. museum. Following the rules of contemporary image culture, the Rijksmuseum introduced Our renewed stakeholder approach is based Rijksstudio (Fig. 1), a digital application integrated on customer journeys of museum visitors and into our new website – inspired by Pinterest. With their varying needs at different occasions, in Rijksstudio, the museum offers downloads of line with the model of the English consultancy high-resolution images of the collection at no cost frm, Morris Hargreaves McIntyre (Meynen (for both personal use and commercial purposes), 2015). The segmentation in groups is based on copyright- and royalty-free, encouraging the knowledge, motivation, and behavior; and one public to collect the Rijksmuseum art digitally and person can fall into different segments. They transform them into new creations. may visit the museum as a cultural tourist on one occasion and as part of a family on another. We So far, 300,000 objects have been uploaded do not only focus on art lovers or professionals, and the aim is to add 40,000 images each year but explicitly on frst-time visitors who only – until the entire collection is available digitally. occasionally go to a museum. The reopening The museum decided to make its collection resulted in worldwide media coverage, making downloadable for free and without any the news in more than 120 countries. Visitor restrictions in the frm belief that it is its duty numbers have tripled; half of the visitors are to make our heritage available to all. As Taco international and 25 per cent of the national Dibbits (General Director of the Rijksmuseum visitors are not regular museum-goers. and founding father of Rijksstudio) puts it: Fig 1. Visual timeline of Rijksstudio with personal collections of users and the Rijksmuseum, 2016. Image courtesy of Rijksmuseum.nl/Rijksstudio. 16 Linda Volkers We are a public institution, and so the collection of the Rijksmuseum in-depth, with art and the objects we have are, in a way, an intimacy that in previous eras was reserved everyone’s property. … With the internet, only for the wealthiest collectors. it’s so diffcult to control your copyright or use of images that we decided we’d rather Results of Rijksstudio people use a very good high-resolution image of the “Milkmaid” [by Vermeer, Launched in late 2012 (a few months around 1660, LV] from the Rijksmuseum before the reopening of the museum), the than a very bad reproduction. … If they results of Rijksstudio have far exceeded our want to have Vermeer on their toilet expectations. The entire concept was described paper, I’d rather have a very high-quality as “revolutionary” by the national and image … than a very bad reproduction international press. In the frst three months of (Cushing 2013). its existence, over 32,000 Rijksstudio portfolios were created and more than 112,000 artworks Image culture and the culture snacker from the Rijksmuseum’s collection were downloaded. The number of website visits We are living in an image-heavy culture. increased dramatically and the average duration Every cell phone has a camera and every image of a visit went from three minutes to ten minutes can be manipulated or uploaded to the internet at (Gorgels 2013). Now, after four years, over the click of a button. We have reached a level of 317,000 Rijksstudios have been created and over reproducibility and democratisation of art. The 1.5 million images have been downloaded for Rijksmuseum decided to embrace it and to make free. Every day, users share images or pictures radical choices: the museum would put its entire of their own creations through social media collection online and make it as user-friendly as channels like Facebook, Twitter, and Instagram. possible – enticing website visitors to browse The number of followers on the museum’s through its collection, to come as close to it as social media channels has grown signifcantly; possible, and to share and use its art. With the posts with images of the collection invariably online collection, we can also reach people who have the highest engagement ranks. Further, the are not ardent museum-goers and people who are press now also uses a wider variety of images in not able to visit the museum physically. articles about the museum. The Rijksmuseum identifed a new Make your own Masterpiece: target group for the Rijksstudio: the “culture Learning by doing snacker”. The culture snacker is a digital native who enjoys viewing images and sharing them The Rijksmuseum has gone one step further with friends and followers through social than just sharing content with everyone. The media. By disclosing its collection digitally, museum aims to stimulate the creative use of its the Rijksmuseum wants to mobilise today’s art collection too. Driven by emerging technologies lover, professional, and culture snacker alike and devices for reproducing and manipulating and help people to get the very best out of its images, it encourages users to be creative. Once art – whenever they like, wherever they are, and you start making your own masterpieces you on any device. Contact with the museum is not will experience the beauty, magic, and wonder; limited to a visit to the museum, but extends and ultimately appreciate our art and history before and after a visit as well. Anyone with even more. The museum believes that people an internet connection can study or enjoy the will look a bit closer and a bit better, get a 17 Image frst: opening up the Rijksmuseum with Rijksstudio better understanding and a deeper, more lasting The power of our partners experience by actively using the images rather than just collecting them. During the launch of Rijksstudio, several partners were asked to produce new artworks This principle of “learning by doing” forms inspired by the collection. Studio Droog made a the pillar of the Rijksstudio’s Make your own tattoo and a dining table inspired by works of art, Masterpiece concept, and also of the museum’s fashion designer Alexander van Slobbe created educational programmes and campaigns, such a dress and a shawl, and sponsor Heineken as the drawing campaign #startdrawing with the (Fig. 2) produced a special set of art bottles. In conviction that new creations will give the old a collaboration with Etsy, an exciting set of masters a new relevancy in present-day society. creations was made and offered on the global A crucial aspect is that there are no restrictions online peer-to-peer marketplace. In doing so, the on the creations – every form of art, design, Rijksmuseum not only kept bringing Rijksstudio or creativity is allowed. Just the fact that people to public attention, it demonstrated the power of enjoy the collection or are actively using it the concept at the same time – showing that real, suffces.
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