Project information  

Rijks Emotions  
Advertising. Strategy. Development.  

Many museums have slowly lost relevance and purpose, especially among the younger generation. Museums are no longer the favorite place to browse through various rooms to look at paintings. In the digital age, we feel fulfilled by the immediate gratification of a snapshot viewed on our smartphones. With ‘Rijks Emotions’ we aimed to reclaim the art viewing experience and brand the museum as a place with ever relevant content.

The challenge was clear; create an inspiring museum experience and bring the world of Rembrandt and Charles Howard Hodges to digital life. We created ‘Rijks Emotions’. The website’s face recognition API renders the user’s data including age, gender and facial expression and pairs it with a piece of art, exhibiting the same qualities, from the Rijksmuseum collection. The whole ‘Rijks Emotions’ experience is meant for installation as an interactive billboard in Amsterdam where in a split second the audience will be presented with their museum painting doppelganger. By integrating these old paintings into the digital experience, the average user can see that paintings made by the old masters are not that far from our modern day selfie on Instagram. This project is a school project and created in collaboration with Amir Ismail, Sandra Valenca & Thomas Bouillot.


“Dear Rijksmuseum, please contact these Swedes and make Rijks Emotions an experience that can be hung in the museum, or even at the bus stop at the Museumplein here in Amsterdam”

By The Creators Project  
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“The highly-personalized recognition offers an interactive and immersive viewing experience through a modern-day lens”

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