electronics multinational philips provided amsterdam's spectacularly redeveloped rijksmuseum with a sophisticated led light system to showcase its abundance of historic treasures. in fact, it's just one minor aspect of its involvement with the renowned museum's resurrection. extrapolating this voluntary entanglement beyond the realm of hi-tech, the company created dutch masters of light, a campaign that highlights – yes, pun intended – its innovative light division. the museum's current late rembrandt blockbuster showcase which presents over 100 later works by the dutch master from renowned museums and private collections from across the planet, served as a launching pad for the kick-off. philips arranged an invite-only event attended by many of the dutch capital's movers and shakers within the cultural field.
the event allowed the crowd to admire the master's impressive works until late in the evening over a glass of bubbly, civilized chit chat and even some disco bootyshaking for those inclined. meanwhile the electronics multinational flexed its muscle by putting up a nifty interactive light showcase with illustrator eelco van den berg that sort of mimicks rembrandt's gift as a true master of light. prior to the opening party attendees had been invited to upload a portrait which he then artistically would 'modify' during a live performance. as a result a total of 19 light portraits by the dutch illustrator – apparently the best ones among participants have been picked – are currently on display inside rijksmuseum's arcade that leads to the main entrance [on through apr 8]. location: museumstraat 1 [amsterdam zuid].