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This short report describes a Rijksmuseum airport campaign in 2017. The luggage-carousel installation and the separate airport gallery are different parts of the story.
Travellers arriving at Amsterdam Airport Schiphol will get on a rolling art history lesson when picking up their suitcases thanks to a 73 meter long luggage belt, decorated with 45 artworks from the Rijksmuseum.
The luggage carousel gives travellers an overview of Dutch art history, from the Middle Ages to the present with artworks from artists including Rembrandt and Vincent van Gogh.
The luggage belt celebrates the newly opened Rijksmuseum Schiphol. The separate airport gallery offers travellers a chance to encounter Dutch painting.
The art on display includes a Delft blue tile tableau and ten paintings from the Rijksmuseum collection: landscapes, seascapes, and portraits of Dutch masters.
A separate gallery after security
The S-shaped exhibition space was designed by NEXT architects and designers Irma Boom. The museum is free of charge 24 hours a day. Visitors can enter the museum via either side. The adjacent shop offers souvenirs from the Rijksmuseum and other Dutch museums.
The luggage carousel put reproductions in a place where travellers were already waiting. It offered a brief encounter with the collection during an ordinary airport task. The separate Rijksmuseum Schiphol gallery is an airside space, so any invitation to visit it should make the access conditions clear. The Rijksmuseum places the gallery after security, between Lounges 2 and 3. For marketing teams, the placement is an example of meeting an audience through a relevant partnership.
