Gemeentemuseum Den Haag
Mondriaan's cross-medial campaign
Gemeentemuseum Den Haag, the municipality museum of The Hague, has the world’s largest collection of the work of the internationally famous artist Mondriaan. The museum therefore functions as worldwide’s expertise centre for Mondriaan and De Stijl. And to celebrate 100 years of Mondriaan and De Stijl, Dept was asked to create a cross-medial campaign for Gemeentemuseum Den Haag that includes an online experience, a motion piece and several ads. Therefore we’ve created the interactive website Mondriaan.nl and an animation showing Mondriaan’s development to abstraction.
Bringing different parts of one puzzle together
The website pays homage to Mondriaan’s most notable work. Designed as an explorable canvas in which you can paint the lines as he would. With this, you can discover the different facets of the work and life of Piet Mondriaan. The development of the interactive animation made a journey through his geometrical wonderland possible; think of the development of realistic landscapes, to brightly coloured mills. And of cubist cityscapes to the famous red-yellow-blue. For a long time, Mondriaan was only loved among art lovers, but with the creation of this campaign, we’ve succeeded in generating enthusiasm in the broader public for this internationally famous artist.
Creating A sketch of Mondriaan’s development to abstraction
The results are impressive. The website received over 30,000 visitors, and the videos were watched by over a million people. And that’s not all, the project also won three international Lovie Awards!