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Van Gogh

Unravel Van Gogh

app users in 2 months
reach on social channels

The Van Gogh Museum in Amsterdam is an iconic sight dedicated to displaying the works of Vincent van Gogh. The museum is open 365 days a year and welcomed 2.1 million visitors from 110 different countries in 2019 alone. Given this amount of foot traffic, the museum wanted to modernise its Touch van Gogh app. So Dept created “Unravel Van Gogh” an updated version of the previous app which reveals what you cannot see with the naked eye: the great details of Van Gogh’s paintings. It allows the user to discover the information concealed in and underneath the paint.

innovative UX techniques across all devices

The museum, however, did not only want to modernise its application, they also wanted to attract and reach a younger target audience by updating their app. So we illustrated the story of Vincent van Gogh and used innovative UX techniques and made the format available for all devices. We also wanted the app to be available and easy to use for everyone so we followed and implemented the highest accessibility standards. This ensured that all of the visitor’s attention went towards the protagonist of this interactive experience: Vincent van Gogh and his masterpieces.


Unravel Van Gogh reveals what you cannot see with the naked eye

In and underneath the paint

Did you know that some of the colours used by Van Gogh were originally brighter? Discover how his famous painting The Bedroom probably looked before the red pigment faded. The walls of the room are now blue but were once lilac.

It’s very difficult to see with the naked eye, but if you closely examine the painting Seascape near Les Saintes-Maries-de-la-Mer, you’ll see grains of sand in the paint. Van Gogh painted the work outdoors, and sand blew onto his canvas. Van Gogh’s paintings conceal plenty more intriguing stories. Which secrets are waiting to be unravelled in other artworks? Find out for yourself as you view masterpieces including Field with Irises near Arles, The Cottage, Self-portrait as a painter, Quinces, Lemons, Pears and Grapes, View from Theo’s Apartment and Garden of the Asylum.



Once the app had been updated, we created promotional across Facebook, Instagram and Twitter posts to celebrate this launch. These posts reached a staggering 550K people and received almost 650K views across social media globally. The app itself had been downloaded 11k times in less than two months. A statement to the app’s appeal and inspiring nature. By bringing paintings to life, Unravel Van Gogh allows you to discover more about the artist behind the painting. The app embarks you on a voyage of discovery and inspiration.


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