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Case study: Virtueel Museum Zuidas

Posted by: Ava Fatah gen. Schieck
Date Posted: 30/07/08

The Zuidplein is located in the centre of the Zuidas and functions both as a meeting place and an intersection where people cross paths on their way to and from work or meetings. One of the Zuidas’ ambitions is to connect its business activities with more cultural offerings. From the outset of the project the aim has been to broadcast a provocative program that will attract local, national and international interest with the help of state-of-the-art LED technology. The program is innovative in nature and its content is made up of 80% art and, starting early 2008, 20% announcements and commercials. A new curator will be responsible for each new season of programming. The project took four years to complete due to extensive research in the areas of technology, feasibility and financing; negotiations with the display suppliers, cultural organizations and artists; calls for EU tenders, construction permits, decision-making procedures and final approvals.

The LED screen originated from the concept ‘Het kunstwerk als podium’ (The art work as stage), a project that was developed in 2003 for the Zuidplein by Tom van Gestel (SKOR) and Henk de Vroom (Virtueel Museum Zuidas). They departed from their original idea of a static work of public art and, instead, decided to conceive of the art work as a stage unto itself.

www.caszuidas.nl/site/main.php

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