50.000th visitor for alma-tadema

Just over a month after the opening of Alma-Tadema, Classical Charm, today the Museum of Friesland in Leeuwarden received its 50.000th visitor to this exhibition. Janneke Hoekstra-Dijkstra and Harry Hoekstra were welcomed by director Kris Callens. Never before have so many people visited the museum in such a short time. The overwhelming interest surpasses all expectations. Visitors are very enthusiastic and the exhibition is highly rated with an average of score of 8.6. The exhibition can be viewed until 7 February 2017.

Director Kris Callens presenting gifts to the 50,000th visitor to Alma-Tadema, Classical Charm in the Museum of Friesland. Photo: Ruben van Vliet

Janneke and Harry are frequent museum visitors. ‘We saw Alma-Tadema wherever we went. There was plenty of advertising for the exhibition and we also read a lot of enthusiastic newspapers articles about it, and these made us very curious’, said Harry Hoekstra. The Museum of Friesland put the couple in the limelight with a bouquet and a gift pack of Alma-Tadema items from the museum shop.

The Museum of Friesland struck gold with this exhibition. Audience research shows that visitors evaluate it with an average score of 8.6 – the highest score so far for an exhibition in the museum. 94% of museum visitors came specifically for the Alma-Tadema exhibition. Visitors come from all over the Netherlands: 80% of Dutch visitors are from outside Friesland. Hotels, restaurants and shop owners have associated themselves with the exhibition by offering special packages. They have remarked on the noticeable increase in tourists and daytrippers.
Not only visitors are enthusiastic about the exhibition – the reviews in the national and international media are also very positive. A selection:
Epic - The Guardian
Dazzling - The Huffington Post
Magistrale - La Stampa
Magnifique - L’express
>>> More reviews

longer opening hours
The Museum of Friesland considers it important that all their visitors can immerse themselves in the exhibition, so the crowds are well monitored. The opening hours have been slightly extended. To prevent visitors from waiting in a queue at the box office, the Museum of Friesland recommends buying tickets online via their website.

The best paintings by one of the 19th century’s most successful artists are travelling from all around the world to Leeuwarden for the exhibition Alma-Tadema – Classical Charm. Sir Lawrence Alma-Tadema’s paintings became world-famous during his lifetime. He transports the viewer into everyday scenes from classical antiquity and was the first artist to truly bring this ancient world to life. His images are so recognisable and convincing that film directors have used them for over a century as blueprints for historical epic films. Now, more than 80 paintings, his personal items, and film excerpts combine to tell the story of his rise to fame and how he defined our image of classical antiquity. A remarkable painting of the etcher Leopold Löwenstam, a friend and colleague of the great artist, has been added to the exhibition. This portrait was ‘discovered’ on the British television programme BBC’s Antiques Roadshow earlier this year and was described by the art expert as one of the “best pictures ever seen on Antiques Roadshow”. The discovery made world news. Alma-Tadema – Classical Charm is the largest exhibition dedicated to his work in the past 100 years. The exhibition opened on 1 October 2016 and can be viewed until 7 February 2017.

leeuwarden - vienna – london
After Leeuwarden the exhibition will go on a journey through Europe. From 23 February to 18 June 2017 the exhibition can be viewed at the Belvedere in Vienna. From 7 July to 29 October 2017, Leighton House Museum will present the exhibition.

To celebrate the exhibition Alma-Tadema – Classical Charm, the Museum of Friesland has published a book. The book accompanying the exhibition explores the life and work of Alma-Tadema through contributions by various experts based in the Netherlands and abroad. It is published in Dutch, German and English by Prestel (Munich). The English edition is titled Lawrence Alma-Tadema: At Home in Antiquity.

Alma-Tadema – Classical Charm is part of Leeuwarden-Fryslân European Capital of Culture 2018. The film programme accompanying the exhibition is  a collaboration between the Museum of Friesland, EYE Amsterdam, and Slieker Film.

The exhibition is made possible by generous contributions from the Turing Foundation, Provincie Fryslân, BankGiro Loterij, the Mondriaan Foundation, VSBfonds, Prince Bernhard Cultural Foundation, Stichting Woudsend Anno 1816, the national government (the Cultural Heritage Agency granted an indemnity guarantee on behalf of the Ministry of Education, Culture and Science, and the Ministry of Finance), Nelleke Nix Studio Gallery Press Inc., Friends of the Museum of Friesland, Wassenbergh-Clarijs-Fontein Stichting, Gifted Art, Het Nieuwe Stads Weeshuis and Stichting Fonds voor de Geld- en Effectenhandel.

The publication accompanying the exhibition was realised with a generous gift from the Isaacson-Draper Foundation.

The Museum of Friesland is co-funded by the Ir. Abe Bonnema Foundation,
Provincie Fryslân, the Samenwerkingsverband Noord-Nederland, EZ/Kompas and BankGiro Loterij.