Ideas behind the new website of the Rijksmuseum and Rijksstudio

2. Video Christian Borstlap for Rijksstudio
http://www.youtube.com/watch?v=0aALc4REB3E

3. New website Rijksmuseum and Rijksstudio,
Museumnext 2013, Amsterdam

4. This presentation
→Introduction
→Digital landscape
→E-strategy
→Principles
→Concept and
development
→Results

5. The national museum of the Nederlands

6. We are open since April 13, 2013
Welcome!

7. Welcome! We are open!

8. Welcome! We are open!

9. Welcome! We are open!

10. Welcome! We are open!

11. Welcome! We are open!

12. Welcome! We are open!

13. Welcome! We are open!

14. The new Rijksmuseum
→The (visual) story of art and history of the
Netherlands
→Let the works of art shine
→High tech, but invisible
→3800 Led lights
→The showcases made from non-reflective
glass glued without frames
→Come see the art and be inspired

15. The Rijksmuseum connects people, art and history

16. Rijksstudio and the new website
→ Bring the collection
close to the public
→ 125.000 objects high
resolution
→ Large image,
zooming in, save,
share, make
→ Campaign with “real”
Rijksstudio
→ See the art, be
inspired en get
creative

17. Registration Collection

18. Digitizing Collection

19. Former website
→Too many choices
→No hierarchie
→Information all over
the site
→Too complex
→Developed for large
screens
→Distance!

20. Digital landscape – Google Art Project

21. Digital landschape: web or app?: an appstyle
website

22. Digital landscape: task, not device.
Responsive!

23. Digital landscape – sea of images / visual
social media

24. E-strategy
Rijksmuseum working towards opening:
→ Connect people, art and history
→ Core values: simple, personal, authentic, quality, innovative
→ New house style
E-strategy, largest possible reach of the collection:
→ The website must be “lean and mean”, like an app.
→ It must be possible to share all content easily (e.g., by means of open
APIs and a prominent Share button).
→ Other platforms should be used where possible rather than building
everything ourselves.
→ The website should reflect successful trends. Rather than thinking solely
in terms of the collection or technological possibilities, we must identify
ways of reaching the public.
→ It must be possible to manage and present content regardless of device
or screen resolution.
→ It must be possible to find information quickly and easily

25. New target group: the culture snacker

26. Design as a whole

33. CLOSE

35. Web like an app - little choices on high level,
but they cover the most important usecases

36. Close like an app: image first and deep zoom,
information secondary
Maar gebruik beeld
zoveel mogelijk
vullend en groot

40. Make your own sets!
Maar gebruik beeld
zoveel mogelijk
vullend en groot

41. Save your favourite details
Maar gebruik beeld
zoveel mogelijk
vullend en groot

42. Zoom in
Maar gebruik beeld
zoveel mogelijk
vullend en groot

43. Master Matcher: Discover the masterpieces
you match with
Maar gebruik beeld
zoveel mogelijk
vullend en groot

44. Hang your own Masterpiece on your wall

45. Download your favourite piece and make
something!
Maar gebruik beeld
zoveel mogelijk
vullend en groot

46. Share!

47. Please touch! Tablet first!

48. Responsive

49. All pages are responsive!

50. The art always fullscreen!

51. Much used apps like Twitter and Facebook
refer to the Rijksmuseum website

52. Scrum! – the app way of development

53. Campaign: creative ambassadors and „real‟
Rijksstudio in The Bijenkorf Department Store

54. Ambassadors campaign: Alexander van Slobbe

55. Ambassadors campaign: Alexander van Slobbe

57. iPhone case

62. Rijksstudio in The Bijenkorf Department store

68. Results after an half year
→ Exceeds our expectations
→ A lot of positive reactions, both international as peers.
Benchmark project where a lot of people want to relate to.
→ Awards and a lot of user participation!
„This site is stunning‟, New York Times
„Don‟t click here, because you won‟t work all day‟, Dutch
television journalist on Twitter
→ Over 71.000 Rijksstudio‟s
→ Over 110.000 personal sets made
→ 210.000 objects downloaded
→ The amount of visitors has grown 100 %
→ Visit on the site is 9 minutes, on iPad even over 15 minutes!
→ Mobile visits increased 100 %, is now 25 % of total amount

69. Next steps
• Integration with Multi Media Tours
(Rijksmuseum App)
• Upload your own masterpiece
• Integration with openingscampaign
Rijksmuseum (co-branding)
• New artworks by Ambassadors
• Integration with Medialab workshops in
„Teekenschool‟ (new education center)
• User collections and creations more visible /
searchable / personal

71. →Integration
Rijksstudio with
MultiMediaTours
in Rijksmuseum
app
→Save your
favourites
during the
museumvisit

73. Opening campaign: Rijksmuseum and Ladress

74. The bottom left of „Children of the sea‟
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76. Openingscampaign: Ladress and Rijksmuseum

77. Openingscampaign: Ladress and Rijksmuseum

78. Openingscampaign: Albert Heijn milk cartons

79. Aura lost?

80. Virtual aura!

81. Virtual aura enhances the aura of the original
artwork!

82. Curators!

85. Bottom left

86. The bottom left of „Children of the sea‟
Maar gebruik beeld
zoveel mogelijk
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87. Skating owls
Maar gebruik beeld
zoveel mogelijk
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88. Rijksstudio
→Questions?
→@pgorgels