Amsterdam Ad Blog
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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