Amsterdam's Rijksmuseum, which was recently renovated and restored by Cruz y Ortiz, have launched The Big Draw campaign, encouraging visitors to ditch the camera and pick up a pad and pencil. Under the tagline 'You See More When You Draw', the Dutch national museum want to "help visitors discover and appreciate the beauty of art, architecture and history through drawing" as a counter to what they describe as an often "passive and superficial experience" when seen through the lens of a smartphone.
In response to the initiative, Wim Pijbes, General Director of the Rijksmuseum, has said: "In our busy lives we don’t always realise how beautiful something can be. We forget how to look really closely. Drawing helps because you see more when you draw."
The Rijksmuseum , which reopened last year after a decade of restoration and remodelling, is a museum dedicated to "the Dutchness of Dutchness." Pierre Cuypers, the building's original architect, began designing this neogothic cathedral to Dutch art in 1876; it opened in 1885 and has stood guard over Amsterdam's Museumplein ever since.