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News

News from Elf, a digital creative agency at the intersection of the arts and sciences.

Filtering by Category: Industry Insight

Restoring the Night Watch: The Rijksmuseum Reimagines How the Public Interacts with Art

Elf

A Museum’s Quest for Perpetual Renewal Shows Its Deep Awareness of What People Love

Image via Rijksmuseum

Image via Rijksmuseum

Yesterday, the Rijksmuseum in Amsterdam announced that the public will be able to watch as The Night Watch, Dutch master painter Rembrandt’s celebrated masterpiece, is restored. The project is scheduled to begin in July 2019 and the entire process will be viewable in person at the museum and online.

The museum’s approach to sharing the painting’s restoration as it happens, reveals both a modern sensibility and a keen awareness of what people love. Recognizing that audiences today increasingly turn online for art, entertainment and culture, the museum’s leadership is willing to show the art restoration process as it happens.

Other masterpieces by Rembrandt Harmenszoon van Rijn, Marten Soolmans and Oopjen Coppit have already been restored. Restoring a masterpiece such as The Night Watch is no easy feat. The Rijksmuseum has enlisted the support of researchers, conservators and restorers both locally and all over the world to assist and thoroughly examine and restore the painting to its original full glory. The treatment plan includes imaging techniques, high-resolution photography and computer analysis. The museum could have chosen to close down the exhibit during the process. Instead, the museum has chosen to allow viewing both in person and online via a digital platform. The painting will be encased in a state-of-the-art clear glass chamber.

The painting’s restoration coincides with the 350th anniversary of Rembrandt’s death. The Rijksmuseum is bringing together a comprehensive collection of all of Rembrandt’s paintings, drawings and prints for the first time ever in 2019 in their exhibit “The Year of Rembrandt.”


The Night Watch, A National Treasure

Image via Rijksmuseum

Image via Rijksmuseum

The Night Watch is one of the most famous paintings in the world. It belongs to us all, and that is why we have decided to conduct the restoration within the museum itself – and everyone, wherever they are, will be able to follow the process online.
— Taco Dibbits, General Director, Rijksmuseum
Rembrandt Self-Portrait, 1660

Rembrandt Self-Portrait, 1660

One of the most beloved exhibits by far is The Night Watch, showcased at the Rijksmuseum in a special Gallery of Honor. Considered the national treasure, The Night Watch is an oil painting created by Dutch master painter Rembrandt Harmenszoon van Rijn. The mayor of Amsterdam, Frans Banninck Cocq, commissioned the painting in 1642 to depict his shooting company. The mayor was also the leader of the civic guard of Amsterdam. The painting depicts officers under the command of Captain Frans Banninck Cocq and Lieutenant Willem van Ruytenburch. It is Rembrandt’s only painting of military personnel and is striking for its bold depiction with officers in motion as compared to seated and static poses typical of the period. The large painting, measuring 11 feet by 14 feet, is striking and innovative in comparison to works by Rembrandt’s peers. The updated gallery exhibit now showcases other artworks of the time period in sharp contrast.

The museum first opened in 1800 in the Hague and then moved to Amsterdam eight years later. in 1885, a new principal Rijksmuseum building designed around The Night Watch by architect Pierre Cuyper opened. The only painting returned to its original location in the Gallery of Honor in the Rijksmuseum after the museum’s extensive ten-year renovation, The Night Watch is treated with such reverence, akin to an altar with its own cathedral-like entrance and stained glass and wall decorations. The painting also has its own escape slide created in 1934 to help quickly remove the painting in case of an emergency.

Image via Rijksmuseum

Image via Rijksmuseum

In addition to works by Rembrandt, the Rijksmuseum also contains artworks by other famous Dutch Golden Age painters such as Johannes Vermeer and Frans Hais. The museum also houses over 8,000 works of art and history and over one million objects from 1200 to 2000. Vermeer was famous for his use of bright pigments that were rare and expensive at the time such as ultramarine in The Milkmaid, madder lake in Christ in the house of Martha and Mary, vermillion, ochre, lead-tin-yellow, bone black and azurite.

The Milkmaid by Johannes Vermeer

The Milkmaid by Johannes Vermeer


Creating Memorable, Personal Experiences

Image via Rijksmuseum

Image via Rijksmuseum

How do we craft narratives that will resonate with our visitors on a personal level?
— Taco Dibbits, General Director, Rijksmuseum

The Rijksmuseum, a Dutch national art museum that was intended to house outstanding works of art by Dutch painters and visual artists, when it was inaugurated over two hundred years ago, quietly slipped into oblivion like many other museums across the world as modern buildings and office spaces competed for attention by the end of the twentieth century. However, concerted efforts by the Dutch government, the city of Amsterdam and corporate sponsors, helped revitalize the institution by offering a complete transformation of the museum. This effort spanned ten years. In 2013, a transformed Rijksmuseum opened its doors to the public, revealing beautiful spaces with redesigned modern galleries that carefully and lovingly showcased artworks with historical context for each era.

Image via Rijksmuseum

Image via Rijksmuseum

By creating a new chronological path for each century’s artwork, the museum was able to link art and history effectively, thus truly becoming a national museum that reflected Dutch history and culture, while offering visitors a clear sense of time and beauty. This new focus on how an individual experiences walking through the museum and interacting with exhibits, transformed visitor experiences and ignited interest worldwide. Since then, the Rijksmuseum has attracted over 2.5 million visitors annually.

Reimagining public spaces tied to national history while remaining culturally relevant in modern times, takes considerable effort. The Rijksmuseum’s leadership and staff has demonstrated how to do this elegantly with keen observations of modern culture and technology by cultivating an open mind and inviting collaboration and new perspectives, while keeping a sense of curiosity about the world.

Smartphone Users Use Devices More like Computers Than Phones, Study Reveals

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Report by Counterpoint Research Reveals that Over Half of All Users Surveyed, Spend More than 5 Hours a Day on Smartphones

Counterpoint Research compiled global insights by pulling data from an extensive survey of 3,500 smartphone users aged 15-45 across the globe to better understand mobile user behavior, patterns, preferences and factors that influence purchasing decisions. Today, approximately half the world’s total population (7.6 billion users) uses smartphones. Annual spending exceeded $370 billon in 2017.

Time Spent Daily Using Smartphones

Since its introduction in 2007, the iPhone changed how users interacted with their phones and helped integrate varied, desired functionality into one device such as browsing the Internet, composing emails, taking photographs, sending text messages, making phone calls and playing games. Unlike prior smartphones where users still used the devices primarily for making phone calls, iPhones opened up opportunities for more computing and actual work functionality. Fast forward to today, smartphone users of both iPhones and other devices, use their smartphones for mobile computing activities primarily. Many dedicated users run businesses on their phones. Others consume digital content for hours.

Mobile User Behavior


The iPhone Brought Powerful Desktop Computing to A Small Screen

These consumer trends in many ways mirror Apple’s own foray into the smartphone world where the initial iPhone product in 2007 brought powerful desktop computing features into a portable, small device, including WiFi networking but was not necessarily the best mobile telephone at the time, given restrictions with carriers, shorter battery life and lagging in the trend in the next few years towards 3G and 4G Lite. However, the iPhone introduced the concept of apps to the world beyond computing professionals through the launch of the App Store and allowing third-party software to run code on iPhone devices. This sparked a tremendous revolution across industries, spurring innovation and new ideas, as well as offering developers the opportunity to create software on their own terms. Games were among the most popular apps initially and the quality of games on the iPhone was far superior to any other existing platform at the time because of the larger screen, graphics capability and computing power. Eleven years later, this dominance is still prevalent, although other platforms have also significantly improved and providing excellent mobile experiences. Other phone platforms such as Microsoft’s Windows Mobile were unable to compete after the launch of the iPhone as they failed to provide an enjoyable mobile user experience and functionality.

How the laptop combined the functionality of numerous office devices and applications

How the laptop combined the functionality of numerous office devices and applications

Essential laptop functionality is now available on your iPhone and other smartphones

Essential laptop functionality is now available on your iPhone and other smartphones

Today, you can walk on any street in practically any neighborhood in the world and see a smartphone user engaging with content on their mobile device with focused attention. Smartphones are ubiquitous and offer consumers independence to search for information themselves, communicate directly wherever they are, work or entertain themselves.

Image via Apple

Image via Apple


Preference for Mobile Sophistication and Ease of Use

The iPhone offered a smoother mobile browsing experience than any preceding smartphone when it launched. With the use of Notifications, the iPhone helped introduce users to simplified, faster communication updates, that Apple then rolled out to other mobile devices such as the iPad and for the Apple Watch, which does not use an independent web browser, but relies solely on apps.

Image via Apple

Image via Apple

This conscious choice by Apple to provide a simplified and distinct mobile computing experience helped win consumer loyalty due to an enhanced and enjoyable user experience. This was in sharp contrast to Microsoft’s effort to scale down its Windows PC platform to a mobile device through all of its iterations from Windows Mobile to Windows Phone, Window’s RT tablets and detachables. Despite its initial success with Surface, Microsoft has been unable to grow sales beyond a million devices per quarter - the same sales numbers the company garnered from a decade prior.

Google, on the other hand, succeeded in making the Android platform attractive to smartphone users by offering similar features to the iPhone. However, Google’s mobile computing efforts lag behind the iOS ecosystem for several reasons ranging from cybersecurity to providing streamlined mobile web browsing, lack of customization options, lack of development tools and by being very slow to attract and retain popular, exclusive games.

Smartphone users are looking for greater sophistication in their mobile devices and are thus willing to pay more for premium devices.


Demand for a Higher Quality, More Sophisticated Mobile Platform

The report revealed that more than half of the Australian, Chinese, German and Saudi smartphone users are willing to spend more than US$400 to replace their current devices. Apple also dominated the user base in both Germany and Australia with as many as 85% of users insisting on brand loyalty.

Japanese users were less willing to spend more than $400 on new devices, despite Apple being the most popular smartphone brand in their country. This trend in Japan reflects cultural preference as Japanese consumers tend to be more conservative than consumers in other countries.

Also Japanese consumers tend to buy higher priced models and hold on to them longer (average of 26 months) as compared to Mexican consumers for example, that have the shortest life cycle of smartphones (average of 18 months or less). Over one-third of all Mexican consumers however purchase used smartphones. The smartphone replacement cycle has shortened significantly due to developing markets, which is also spurred on by the rise of newer Chinese brands that provide higher quality models at affordable prices than previously available. The report also revealed that as high as two out of three mobile users in India intend to upgrade to a newer phone within the next twelve months.


Shorter Smartphone Use Cycle Worldwide

The report revealed that Apple was in the top three most sought out brands for purchase for all respondents. Roughly 50% of all survey respondents in developed countries also subscribe to digital streaming services, with Netflix in use by 30% of Australian users and 40% of German respondents using Amazon Prime.

Image via Apple

Image via Apple

In addition, digital payment methods are increasing in popularity worldwide, particularly in China (AliPay and WeChat) and Thailand (True Money). This is due to their ease of use and ability to override gaps in financial infrastructure for many developing markets.





Amazon Opens New 4-Star Store in Soho

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Featuring some of the most popular items rated 4 stars and above from its website, Amazon’s new 4-Star Store in Soho, NY ties into its bestselling Amazon Prime deals.

Image via Amazon

Image via Amazon

As its name implies, Amazon’s new 4-Star Store features top-rated products that have four stars or more in online reviews. The new store that opened today, is stocked with a selection of consumer electronics, kitchen and home items, toys, books, games, and more that have four star ratings or higher.

Further cementing its entry into brick and mortar retail, Amazon’s newest store lowers risks associated with retail sales by showcasing popular products in demand. The store also offers avenues for discovery, going beyond merely stocking most-loved items on Amazon.com, by organizing products into specific categories such as Most-Wished-For, Trending Around NYC, Amazon Exclusives and more.

Prime Benefits

Prime members benefit from Amazon primes while non-Prime members have to pay manufacturer’s suggested retail prices (MSRP). The price tags show both prices, thus reinforcing how much Prime members save.

Showcase Amazon Products

The new store also offers Amazon another avenue to showcase its own products. Customers can play with Amazon Echo and other Amazon devices that they may not have viewed in person before purchasing the items on Amazon’s website.

Amazon’s foray into brick and mortar stores has been strategic and has expanded in recent years. The company’s purchase of Whole Foods brought instant access to hundreds of stores in the United States and boosted Amazon’s entry into one of the largest and most important consumer markets - groceries and household items. The company also has other stores - select bookstores that sell only the most popular books and the innovative cashier-less Amazon Go stores that first launched in Seattle in December 2016.

Amazon Go - Checkout Free Customer Convenience

Image via Amazon

Image via Amazon

Without checkout lines, cashiers and registers, Amazon Go lets Amazon customers just get the items they want and leave. Their Amazon accounts are charged afterwards. Amazon Go stores are monitored by video cameras that track your activity.

As a customer, when you enter the Amazon Go store, you start by scanning an app. As you shop, the sensors in the store identify the items in your shopping cart and then charge them to your account when you leave. While the Amazon Go store initially opened to employees in 2016, public versions opened in 2017 in Seattle and Chicago. Over 3,000 Amazon Go stores are expected to launch by 2021.

The convenience for the consumer is obvious as you do not have to wait in line or try to figure out self-checkout machines that often fail to register items smoothly. Amazon benefits too as the company can track your purchasing behavior through the store and see items that you may have been interested in, prior to your final purchase decision. This would increase the recommendations the company would in turn offer you online.

Image via Amazon

Image via Amazon

Amazon Go stores stock popular items that you would find in any local store such as snacks, sandwiches, salads, milk, bread, drinks and more. Some of the stores also feature meal kits by Amazon similar to Blue Apron delivery and also a selection of wines, beer and other alcohol. By offering quick service fresh items with an easier and faster checkout experience, Amazon Go can threaten existing businesses and convenience chains ranging from 7-Eleven Inc, Subway and Panera Bread to food delivery trucks and mom and pop stores. The challenge to growing this new high tech chain of stores however is the high cost of hardware per store.

Amazon’s interest in expanding its reach via brick and mortar stores is strong but the company remains committed to only doing so if they offer something new, instead of just repeating what already exists in this competitive and popular consumer market space.

Our focus is on customer obsession rather than competitor obsession, eagerness to invent and pioneer, willingness to fail, the patience to think long-term, and the taking of professional pride in operational excellence.
— Jeff Bezos, CEO in Amazon shareholder letter

Some of the world’s greatest companies can attest to this. By putting the customer first, successful brands become synonymous with excellence and drive customer engagement and loyalty.