Rembrandtplein, one of the Netherlands’ most famous squares, has played a major role in the city’s cultural and social life over the centuries. It is therefore with pride that this square is home to Amsterdam’s first full-motion screen, ‘The Capital®’.

The Capital® is a Premium Plus screen with state-of-the-art hardware and unprecedented high resolution, taking the viewing experience and content to the next level. The screen consists of 80% recycled aluminium sourced from the Netherlands and is powered by 100% Dutch green electricity.

“Located on the Rembrandtplein in Amsterdam, The Capital® has an unmistakable international appeal. The screen’s technological upgrade makes it a leading platform for global brands to mark themselves in the Dutch capital,” said Ernst Vos, CCO of blowUP media Group.

In honour of this launch, anamorphic 3D content has been developed by non-profit organisation Justdiggit. In addition, Amsterdam-based companies Gassan Diamonds and clothing brand New Amsterdam Surf Association are showing their content and the latest work, ‘Adam‘, by world-renowned modern artist Marcel van Luit is exclusively displayed on screen.

The launch of The Capital® also marks the start of a valuable partnership with the Rijksmuseum. With this collaboration, blowUP media takes another step in its mission to bring high-quality art to the streets with blowUP art. blowUP art is a label of blowUP media that has been adding value to public spaces for years, making exclusive art accessible to all.

“This digital screen is a tribute to the past and a gateway to the future of digital communication. We are convinced it will enrich both the square and the city of Amsterdam,” said Ernst Vos, CCO of blowUP media Group.