Museum Boijmans van Beuningen announced their new blockbuster early 2018. This time the light was shed on one of the most iconic painters this world has ever known. The master of the oil sketches, Peter Paul Rubens. In celebration of his legacy Boijmans joined forces with The Prado Museum in Madrid. T&D created and curated the Rubens marketing campaign, in which a fusion between the traditional Boijmans target group and ‘millennials’ was the aim. The result was a full 360 campaign in the form of a commercial serie. In addition to this serie T&D created an official program wherein they collaborated with eight top level artists who were asked to translate Rubens’ works into their own discipline. We divided the campaign in two sections: interviews and performances.
Museum Boijmans van Beuningen
Concept & Directory
Project Year ▸ 2018
Visitors Count Exhibition ▸
Millenial visits ▸ +5,6%
First visit ▸ +16,4%
In anticipation to the performances we sat down with the artists to talk about their vision and discover resemblances in their work process and Rubens’. It was a beautiful and humbling experience to see the story behind all these different art disciplines come together as one.
While we were soaking in the frequencies from the valuable conversations, the artists prepared for their Rubens performance. We first handedly got to witness timeless art in its purest form, inspired by a master that contributed to the foundation of multi-disciplinary art. A unique and moving experience for museum Boijmans Van Beuningen – as well as for all attendees.