Rubens Experience

One space, two different experiences. Wondering started with a blank canvas: a concrete black box in the new reception building of the Rubenshuis. An audiovisual trip, surprising scenography and a generous dose of lust for life propel the Antwerp master into the 21st century, with grandiose images, lots of colour and unexpected details. Besides the digital applications, there is also ‘the real thing’, with Rubens’ self-portrait as the masterpiece. In the art room, they display carefully selected paintings, books and other collectibles in a high-end display case.

With the Rubens Experience, they created a high-tech and content-rich art experience. An innovative, complex challenge that works perfectly on the technical level while offering a warm, human experience. Sustainability is an essential part of the design. Screens and projections are cleverly used: first in the audiovisual show, then as part of the interactive museum configuration.

The jury on Rubens Experience:

With the Rubens Experience, the museum proves that large-scale projects can be impressive, but also accessible and inviting. The scenography changes dynamically, offering a journey from immersion to interaction, each time with a focus on aesthetics and ease of use. The digital design is beautifully integrated into the space and enhances the dialogue between the museum and the visitor.

What does this award mean to you?

This award would be amazing recognition of how scenography and digital design are mutually reinforcing. It confirms our ambition to create museum experiences that are meaningful, innovative and accessible, while providing sufficient detail. Moreover, it ties in nicely with previous awards: a Gold Award with OASE for GielsBos and a Silver Award with Tabloo Experience for NIRAS. Together they form a series of milestones that encourage us, together with our clients, to continue to create special places for a wide audience.

How did the idea for this project come about?

The Rubenshuis asked us to design a contemporary, multimedia introduction to Rubens. We literally started with an empty black box and saw the opportunity it provided to give one space two completely different guises. First an immersive audiovisual show in which you step into Rubens’ life story, followed by an interactive exploration full of dialogue and playful configurations. By cleverly using the same hardware twice, we were able to create very different atmospheres and interactions.

What makes your project so special?

The special thing about the Rubens Experience is that it really was created in association with the staff of the Rubenshuis. There was a lot of trust and respect. Curators, public engagement staff and future visitors were actively involved in the process: from the initial concepts to testing out the interactive applications. That cross-pollination made for a project that is firmly grounded in substantive terms, but at the same time feels intuitive and playful. Technology is used smartly, without creating a barrier. Visitors discover, laugh and learn together exactly as Rubens did with his studio in his time.

How does it contribute to a better world?

We bring art and heritage closer to everyone. Young or old, expert or curious individuals, with or without a disability. Everyone should feel welcome at the Rubens Experience. We achieve this with interactive applications that are intuitive and playful. At the same time, we adopt a sustainable approach: furniture that can grow alongside the exhibition, materials that can be used in a circular system and technology that is used twice. That’s how we create an experience that not only works today, but will also be socially and ecologically relevant tomorrow.