Amsterdam Ad Blog

Museum Minutes

October 5, 2012, AAB

As you can imagine, the average museum visitor doesn’t spend much time studying the different works in the museum – apparently as little as nine seconds per work.
 Combine this with the fact that people spend much more time watching TV while using a treadmill – an average of twenty minutes – and 
you have the explanation for Museum Minutes, a collaboration between Erik Kessels (KesselsKramer), Lies Willers (OPERA Amsterdam), Cyril Van Sterkenburg (Vandejong) and Merien Kunst (Woedend!).
 By erecting a line of treadmills in the Kunsthal Rotterdam, in front of famous paintings, the project encourages people to spend more time with the pieces – there’s even a timer that shows your total time spent with each work. Museum Minutes is a playful way to stimulate the debate about how important culture is in our society – inspired by a government that is cutting heavily on culture. The exhibition can be seen until January 13, 2013.

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