DEPT, Amsterdam / GEMEENTEMUSEUM DEN HAAG / 2018
The Gemeentemuseum Den Haag holds the largest collection of Dutch grandmaster Piet Mondrian. Because of the centenary of both Piet Mondriaan and the 'De Stijl' artistic movement, the Gemeentemuseum got in touch with Dept in order to celebrate his work in an innovative way, while simultaneously increasing visitors curiosity and stimulating foot traffic.
The website pays homage to Mondrian’s most notable work. It’s an explorable canvas in which you can paint the lines as he would. Through your journey of this geometrical wonderland, you experience different facets of his life.
To celebrate 100 years of Mondrian and De Stijl, we were asked to create a cross-medial campaign that includes an online experience, a motion piece and several ads.
Without paid advertising, the website had more than twelve thousand unique visitors after one month, with an average visit time of 03:12 per session and seven items viewed on the canvas. Eventually, the website was viewed by around 30,000 visitors and the videos were viewed by more than one million people.