Holland America Partners with Amsterdam Museum, Expands on Musical Entertainment

Holland America Partners with Amsterdam Museum, Expands on Musical Entertainment

(10:53 a.m. EST) — Holland America Line has formed a new partnership with Amsterdam’s Rijksmuseum to showcase reproductions of the museum’s most famous pieces onboard Oosterdam following the ship’s dry dock in April.

The line will introduce a “creative studio” which will feature replicas of well-known masterpieces, including The Nightwatch by Rembrandt.

The space will be carved out of the top deck Crows Nest bar, on the port side where currently there is a partly partitioned area.

Passengers will be encouraged to unlock their creativity onboard through painting and drawing, according to Michael Smith, HAL’s Senior Vice President Guest Experience.

Speaking at an event in London to announce the partnership, Smith said: “It’s really not a museum, it’s more of a ‘creative studio’.

“We decided to put it on the top of the ship so there will be lots of light. We are encouraging guests to unlock their creative juices.”

Smith said the link up was also a nod to the line’s 143-year-old Dutch heritage and would be the first Rijksmuseum at sea.

If it proves a success it will be rolled out across other ships in the fleet, Smith said.

The line is also linking up with a well-known cress grower, Koppert Cress, and will be growing and serving its cress onboard its newest ship Koningsdam, when it launches in April.

Joe Slattery, HAL’s Senior Vice President of Global Marketing & Sales, confirmed dates for a series of previously announced musical partnerships onboard.

Billboard onboard is already on Eurodam, and will be rolled out to Koningsdam and Oosterdam in April. And the link up with New York’s Lincoln Center, which was specifically for Koningsdam, will now also appear on Eurodam from April.

HAL is investing some $300 million over the next two years on upgrades and refurbishments across its fleet.

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