In today’s world technology serves as our fuel for both progression and creativity. From this thought sprung a collaboration, bringing together unlikely partners, gelling together the arts, technology and creativity. When it comes to Dutch masterpieces, the 120m circumference Panorama Mesdag, created by painter Hendrik Willem Mesdag in 1881, is surely one of the most iconic. Moving Mesdag brings it to life on fourteen 88" curved television screens, placed in a special travelling dome, releasing it from its confined location in The Hague. Inspired by the Living Paintings of talented artist and creative partner Menno Otten, the panorama provides a visual, six-minute journey through 24 hours and four seasons. A meticulous process of digital painting, sound-design, special effects, advanced post-production and cutting edge animation techniques to add subtle movements. Ultimately, taking the visitor back in time to see the town of Scheveningen the way Mesdag saw it 130 years ago.

Moving Mesdag moves the famous masterpiece from its confined location in The Hague and brings it to the people. An extraordinary process of digital painting, sound design, special effects, advanced post-production and cutting edge animation techniques to add subtle movements, brought the masterpiece to life in a 4K resolution. Taking over 6 months to complete. A work of art in itself.

An innovative technical solution connects the 4K looping animation across fourteen Samsung 88-inch S-UHD curved television screens, supported with a 36 channel 360 audio experience. Placed inside a custom-designed travelling dome.

Moving Mesdag was installed on prestigious and notoriously hard-to-get locations throughout The Netherlands, including the Museum Square in Amsterdam. By emphasizing on creating value with cultural partners such as the Uitmarkt, SAIL and TEFAF. Moving Mesdag shows that an honest merge of the arts, branding and technology opens doors to a new audience.

Throughout 2015, Moving Mesdag proved to be a sustainable successful formula. Future locations, such as Moscow, are yet further proof.

Some results:

- 70.000 visitors in 27 days

- An average score of 8.5 (out of 10) for the experience as a whole

- Increased product appreciation for the Samsung Curved UHD TV as a result of visiting Moving Mesdag (+21%)

- Significantly higher scores given for Samsung’s Brand Image by people who visited Moving Mesdag (an average of +11%)

- Significantly higher scores given for Samsung’s Brand Image by people who came across Moving Mesdag in the media (an average of +21%)

- 21% increase in number of visitors to Panorama Mesdag during Moving Mesdag in comparison with the same period a year before.

- Total media reach of 53.391.783

- Total social media reach of 4.600.317

- Total PR-value: € 759.600