The Rijksmuseum in Amsterdam, Netherlands, one of the world’s most wonderful museums had an idea.
To celebrate the reopening of our museum, let’s bring the art to the people and then, hopefully, they will come to see more – at the art gallery.
They took one of Rembrandt’s most famous paintings ‘The Night Watch’ (1), brought to life the characters in it, and placed them in a busy mall in Breda. The rest you can see for yourself!
Great marketing just requires a great idea (sometimes!)
(1) Painted by Rembrandt van Rijn in 1642 “The Night Watch” is one of the most famous paintings in the world. The painting is renowned for three things: its enormous size (12 ft × 14 ft)), the effective use of light and shadow (chiaroscuro), and the perception of motion in what would have traditionally been a static military portrait. The painting may be more accurately titled The Company of Captain Frans Banning Cocq and Lieutenant Willem van Ruytenburch preparing to march out.