The Rijksmuseum in Amsterdam reopened on Saturday after a decade of renovations. Under a €375m rebuilding project led by the Spanish architects Cruz y Ortiz, the museum’s two halves have been united by an undercroft that joins its two courtyards. The remodeling has been so extensive that only Rembrandt’s Night Watch remains in its original location among 8,000 objects in its 80 rooms. So where does advertising and branding fall into place? On Saturday a food packaging range, designed by Irma Boom in collaboration with Skipintro, was released.
The packaging comprises the new Rijksmuseum branding designed by Irma Boom and images of the artworks. The idea is that people will be able to bring the artwork back to their homes.
Albert Heijn, the supermarket chain, is stocking the branded products which feature 16 masterpieces from the museum’s collection, such as Rembrandt’s The Night Watch, Van Gogh’s self-portrait, and children’s picture book character Miffy by Dick Bruna.
A Rijksmuseum spokeswoman says, ‘[the campaign] aims to stimulate discussions on art in households across the Netherlands, and the packages will offer buyers the opportunity to collect discount coupons for reduced entry for adults to the Rijksmuseum’.
The campaign runs until the May 5, 2013.