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Digital > 14.2 Information Site

Rijksmuseum Masterpieces Up Close

by Fabrique [brands, design and interaction]

What if you had the Rijksmuseum all to yourself? You could enjoy Vermeer’s Milkmaid in peace. And have extensive time to discover all the details of Rembrandt’s Night Watch.
Due to the lockdown, the Rijksmuseum wanted to bring the museum to living rooms across the world with online initiatives called ‘Rijksmuseum from home’. The project Masterpieces Up Close is one of these initiatives. Fabrique and Q42 designed and built this 360 tour in Micrio, bringing the multimedia tour from the museum to your home.
Zoom in to the smallest details
With Rijksmuseum Masterpieces Up Close you get the feeling that you walk through the abandoned museum exploring the stories behind the artworks in peace. A specially developed 360 degree version of the Gallery of Honour takes you past eighteen paintings that are explained with text and audio fragments. Thanks to the use of new patterns, navigation is a lot easier than with standard 360 tours, and it is easily accessible on both desktop and mobile. During the online tour, you can zoom in to the smallest details of art treasures. We used the ultra-resolution storytelling tool Micrio, build by strategic technical agency Q42. With this technology it’s possible to smoothly display very large images and 360 degree footage
This interactive was build in just six days and went live on March 26th, just after the first lockdown. In this small week we took new 360 degree photos for the online multimedia tour, made a navigation structure and aggregated the existing content from, among others, the museum app.
Digital way of going out
In the first two months after the launch, the interactive was visited no less than half a million times. And many people stay in the digital gallery for fifteen minutes to half an hour. Many organizations and consumers share this digital way of going out on social media during the ‘stay at home’ periods.
At the end of 2020, the virtual tour of the Rijksmuseum won the jury prize and the people’s prize at the Lovie Awards, the most prestigious award within the European internet community, in the ‘Websites: Cultural Institutions’ category.

Links to English articles featuring this project: https://www.apollo-magazine.com/rijksmuseum-masterpieces-up-close/



  • Creative Directors
  • Art Directors Stan Grootes (Fabrique)
  • Designers Visual: Maria Boixeda (Fabrique), UX: Ruben Bambost (Fabrique)
  • Illustrators
  • Photographers Cees de Jonge
  • Editors Thomas Coenraadts, Frederique van Reij, Inge Willemsen, Michiel Omtzigt, Julie van Groesen, Irma de Vries, Thijs Gerbrandy (Rijksmuseum)
  • Copywriters
  • UX Direction Anna Offermans (Fabrique)
  • Strategy Matthijs Klinkert (Fabrique), Jasper Kaizer (Q42), Nanet Beumer, Peter Gorgels (Rijksmuseum)
  • Project management Linda van den Deijssel (Fabrique), Jan Jouke Harms (Q42)
  • Development Lisa Klein, Wouter van Drunen, Sanne Swagerman, Marcel Duin (Q42)
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