The new Rijksmuseum is like a journey through Dutch history and the history of art from the Middle Ages until the 20th century. The story of the Netherlands is presented in an international context in chronological order, spread over four floors and 80 new rooms.
The Rijksmuseum launched its opening campaign on 25 March with the theme of ‘Welcome!’ The campaign includes TV commercials made by director Jan de Bont, himself a benefactor of the Rijksmuseum. In the commercials, Dutch writer Sophie van der Stap, Ruud Gullit and a little girl named Puck introduce the country to the new Rijksmuseum.
Ruud Gullit says, ‘My mother used to work as a cleaner in the Rijksmuseum, and as a child I visited the museum all the time. I remember the narrow hallways and all the stairs. And the things that boys find so exciting like the weapons room. But it’s only now that I’m older and have travelled extensively that I realize how special the Netherlands is in the world, and what these items in the museum really mean.’
Sophie van der Stap: ‘I used to live in the centre of Amsterdam, and I enjoyed going to the Rijksmuseum as often as I could. Writing begins with looking, and that’s what you learn to do in a museum.’
ING - Our heroes are back!
The slogan 'Our Heroes are Back' is used to announce that, after an absence of one decade, all major pieces in the Rijksmuseum's collection are back where they belong. This is what happens when they suddenly emerge in an unsuspecting shopping mall somewhere in The Netherlands. Thanks to our Presenting Partner ING!
Philips - New light on old masterpieces
As one of the leading partners in the renovation, Presenting Partner Philips has been instrumental in designing the museum’s new lighting.
BankGiro Lottery - All children to the Night Watch
Our dream is for all children in the Netherlands to see Rembrandt’s Night Watch before their twelfth birthday. Buy a Rijksmuseum lottery ticket and you’ll help children from all over the country to see this beautiful Dutch masterpiece for themselves.
KPN - VIP in the Rijksmuseum
You can submit your works of art to the Facebook page of Presenting Partner KPN to congratulate the Rijksmuseum on the opening. Get as many votes as you can for your creation and you may be invited to the Rijksmuseum as a VIP!