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Wissesdwinger 1, studio no. 8
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Our Heroes Are Back, But Left Their Meaning Behind

woman and her baby enjoying painting of old woman by Rembrandt in Rijksmuseum, Amsterdam

G. Boersma
12 2/3" x 9 1/2" or 32 x 24 cm

Our heroes are back! But left their true meaning behind.

You might have noticed that the renovated Rijksmuseum in Amsterdam is about to open its doors once again. Sponsor ING runs a huge ad campain to tell the people. Our heroes are back they say.

In one commercial unexpected shoppers were treated to a flashmob of Rembrandt’s Nightwatch. I thought that was pretty entertaining, but I don’t understand why art is presented as such. And so blatantly and without apology throughout the whole campaign I might add.

This isn’t about art, it’s all about attracting and entertaining an audience. That’s the main goal. I’m afraid that goal has just turned the Rijksmuseum into an amusement park where one goes to come face to face with the celebrities.

You no longer visit the museum to experience art at a profound and deep level. You go there just so you can say you’ve seen the heroes. Yes, our heroes may be back, but I’m afraid they left their true meaning behind.

kind regards, Gerard

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