The Rijksmuseum's pictorial works come to life in the Dutch metro thanks to digital signage

Amsterdam and Rotterdam metro stations were converted, last March, in 'living' art galleries. KPN, in collaboration with Aopen and CS Digital Media, installed 86 touch screens to take the Rijksmuseum's pictorial works to the street and allow passers-by to interact with them.

KPN, main sponsor of the Rijksmuseum, I wanted to take the museum's pictorial works to the street, bring them closer to the public. Y, with this challenge in mind, they were placed 84 digital screens in 16 Amsterdam and Rotterdam metro stations. Passersby watched as the works came to life and, even, They could 'get' inside the painting and be part of it. They could take a selfie with the video camera that integrated the screen and then share the image on social networks.

This action was carried out last March to commemorate the anniversary of the museum's reopening, after the modernization project carried out in 2013 to incorporate innovative digital technologies.

“As main sponsor of the Rijksmuseum, We wanted to carry out a campaign to make art accessible to everyone. Placing the screens with 'animated paintings' in the Amsterdam and Rotterdam metro stations allowed us to create a digital art gallery with which to reach a wider audience”, commenta Aline van Keulen, manager Corporate Branding & Advertising the KPN.

for a week, subway stations were transformed into digital art galleries. Vermeer's "The Milkmaid" was spilling the milk and Rembrandt's "The Night Watch" came into action for the first time in history. Through interactive digital screens, Passersby could take a 'Rijksselfie' and create the effect of being one of the characters in the famous Rijksmuseum paintings.. The results were displayed on large format screens and the selfie could be shared on Facebook.

dooh campaign

Creating a campaign that really caught attention and attracted all types of audiences was one of the main reasons why KPN decided to go for a dooh initiative. (digital out of home) which allowed the great masterpieces of the Rijksmuseum to come to life on digital screens and create a great visual impact.

Besides, This action allowed KPN to connect with its audience through social networks such as Facebook and Twitter, and became known as one of the main sponsors of the Rijksmuseum.

Another important aspect that digital signage offers is that it offers the possibility of analyzing the impact of campaigns through video analytics tools., that allow you to track the number of viewers, interaction with touch screens, cantidad de 'Rijksselfies’ executed and actions carried out through social networks.

digital technology

In this initiative, CS Digital Media participated in developing the dooh concept for KPN and Open provided its Digital Engine DE6100 AMD Quad Core media players that delivered content to the screens.

“We chose the Aopen Digital Engine DE6100 media players because they offered us the most stable platform for our interactive applications., with the computing power and reliability we needed, being very easy to implement”, explica Pauline de Waardt, Client Services Manager.

The application that allowed these selfies to be taken was created by CS Digital Media, which created six different interactive images that require a powerful computing solution..

The camera recognized the person, placed the image in the frame and responded to the user's gestures to later connect to the KPN Facebook page. “This whole process went smoothly thanks to Aopen's digital engine”.

The screens were monitored 24×7 to ensure that no type of interruption occurred and the full operation of the system was ensured.

[youtube]https://www.youtube.com/watch?v=tLtH9WInoy0 [/youtube]