Can Digital Experiences Bring Art to Life? How the Rijksmuseum is Making it Happen

How can a museum visit be just as captivating online as in person? The Rijksmuseum in Amsterdam is exploring this question by leveraging digital innovation to connect people with art and history in new and engaging ways.

At MuseumNext London in June 2024, Peter Gorgels, Manager Digital Products of the Rijksmuseum spoke about the institutions strategy for digital success, highlighting key projects which have attracted millions of virtual visitors and garnered many awards.

A Digital Strategy: Collection, Connection, and Conversion

The Rijksmuseum’s mission is to connect people with art and history, but their vision extends beyond the museum’s walls: they aim to make online visits as valuable as in-person ones, fostering long-term engagement with audiences around the globe.

The museum’s approach is guided by three core principles: Collection, Connection, and Conversion. This strategy focuses on engaging audiences through digital and social channels, with the ultimate goal of turning online visitors into future in-person guests.

By prioritising personal, relevant, and compelling storytelling, the Rijksmuseum uses immersive digital experiences to create deep connections with its audience.

Reimagining Museum Visits Online

One of the museum’s major challenges has been replicating the unique experience of a museum visit on its website.

To tackle this, the team looked at what makes an experience truly “immersive.” They drew inspiration from multi-sensory spaces like Atelier des Lumières and the engaging, interactive nature of video games like Red Dead Redemption.

These examples highlighted the importance of creating a sense of presence and interaction in digital spaces, which the Rijksmuseum has successfully incorporated into its own projects.

Interactive Experiences: The Night Watch and Beyond

A standout digital initiative is the “Experience the Night Watch” website, which reimagines Rembrandt’s iconic painting as an interactive, detailed exploration. Visitors can zoom in to see the finest details of the artwork as if standing directly in front of the canvas.

Drawing from video game mechanics, the website includes interactive storytelling and positional audio that guide users through the painting, making the experience feel dynamic and personal.

Each click unveils a new story, transforming the static artwork into a vivid narrative.

Exploring Vermeer’s World Digitally

Another innovative project is “Closer to Johannes Vermeer,” which was developed alongside a major Vermeer exhibition.

This online discovery tour invites users to dive into Vermeer’s world, comparing related works and recurring motifs across his paintings. With narration by Stephen Fry, the experience offers both main and side stories, allowing users to explore Vermeer’s art at their own pace.

It’s not just about looking at paintings—it’s about uncovering the mysteries of Vermeer’s life and work, making the digital experience both educational and immersive.

The Frans Hals Experience: Bold and Expressive

The “Frans Hals Experience,” created for a Frans Hals exhibition, offers another unique digital exploration. Unlike Vermeer’s quiet scenes, Frans Hals’s portraits are bold and expressive, capturing the personalities and emotions of his subjects with striking realism.

The digital experience features stories narrated by Joanna Lumley, with a format that puts storytelling at the forefront while the paintings serve as the backdrop. This approach creates a different kind of immersion, still centred around the power of the artworks.

Expanding Access: Reaching a Global Audience

These digital projects are part of the Rijksmuseum’s broader effort to expand access to Dutch art beyond its physical visitors.

While the museum generally avoids traditional 3D gallery tours, which can distract from the artworks, they have embraced 360-degree environments when the design of the space itself enhances the experience.

This was particularly effective during the pandemic, when the museum launched an online tour of its Gallery of Honour, allowing people to experience its iconic space from their homes.

Success and Recognition in the Digital Age

The success of these digital projects is evident, with the Rijksmuseum earning awards like the Webby Awards and drawing millions of online visitors.

These initiatives are not just about replicating physical visits—they’re about making Dutch masterpieces accessible to a global audience, reinforcing the Rijksmuseum’s position as the home of Dutch art.

“We want an online visit to be as valuable as an offline visit.” — Peter Gorgels, Rijksmuseum

Key Principles for Successful Digital Experiences

To create these successful digital experiences, the Rijksmuseum emphasizes several key principles. First, they develop concepts that align closely with the subject matter, using high-resolution images to let the art speak for itself.

Instead of using 3D elements just for the sake of it, they employ gamification and animation that enhance the narrative.

The museum also values great narrators like Stephen Fry and Joanna Lumley, who add depth and character to the storytelling.

Finally, they focus on thoughtful navigation that prioritizes the artworks, ensuring that users remain engaged with the content rather than the mechanics of moving through a digital space.

Redefining the Museum Experience for the Digital Age

Through these innovative approaches, the Rijksmuseum is setting a new standard for how museums can create meaningful and immersive experiences that resonate with audiences both online and offline.

By valuing digital and physical visits equally, they are not just enhancing the museum experience but redefining it for the digital age.

Peter Gorgels, Manager Digital Products of the Rijksmuseum, spoke about the museum’s approach to digital at MuseumNext London in June 2024. Interested in learning more about how museums are approaching technology? Browse our upcoming events here.