The latest Numix Lab (between Brussels and Amsterdam, December 4-8, 2023) was an opportunity to examine the practices surrounding digital art and the places that host it. A very active 5-day immersion where Unframed Collection was able to set down its camera and interview those who connect XR creation with the general public.
Seventh interview: Robin Groenveld, founder and creative director of Remastered Experience. Their space, located in Rotterdam, Netherlands, opened its doors two and a half years ago. Since then, they have welcomed over 250,000 visitors.
What exactly is Remastered?
Robin Groenveld – At its core, Remastered is an innovative fusion of old and new Dutch artistry. We bring together the masterpieces of icons like Rembrandt, Van Gogh, and Vermeer, while also showcasing the talents of modern digital creators. Our immersive exhibition combines art, electronic music, and cutting-edge technology to create an entirely new experience.
Robin Groenveld – This isn’t your typical slideshow-style display; it’s an original, dynamic work crafted by digital artists. It exists somewhere between an exhibition and an event. Visitors move through multiple immersive rooms, with projections on walls and floors. The environment is interactive—guests can influence the visuals simply by touching the walls or walking through the space.
Robin Groenveld – Unlike many immersive shows that loop endlessly, Remastered follows a deliberate narrative structure. It begins with an opening, builds to a climax, and concludes with a soft denouement. With elements like smoke machines and strobe lights, it evokes the energy of a concert or event. This structured format means visitors need to arrive at specific times, as each session functions like a live performance with limited tickets available. To date, we’ve hosted around 5,000 sessions, contributing to our incredible visitor numbers.
What are your plans for the future of Remastered?
Robin Groenveld – We’re at a pivotal moment in our journey as we look to expand Remastered to new territories, which is one of the reasons I’m here. We’re also actively exploring ways to diversify our programming. This includes collaborating with other companies to potentially bring fresh shows to our audience.
How do you envision the future of immersive exhibitions?
Robin Groenveld – To truly captivate and move an audience, you must engage all their senses. Immersive exhibitions should draw on every resource available—technology, artistry, storytelling, and even human connection. The goal is to create an emotional impact so profound that people not only remember the experience but feel compelled to return.
Robin Groenveld – There’s an undeniable magic in shared experiences. Whether at a concert or an event, being part of a collective group amplifies emotions and creates bonds. My background in events has given me a deep appreciation for this. When we envisioned Remastered, the idea was to create a space where people could connect—not just with the art, but with one another. It’s about fostering those shared moments of wonder, where everyone feels the same emotions and leaves with a sense of connection.