A House to Unite Creative Forces


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When EYE, the Film Museum in Amsterdam moved to their new building, the Vondelparkpaviljoen needed a new definition. AVROTROS won the pitch with an idea to turn the building into a place where media comes to life; a place for likeminded people, where producers meet their audience. DAY was challenged to develop a proposition, create a distinctive brand identity, come up with innovative ways to attract the right crowd and present the new business model.



DAY organised co-creation sessions around the proposition, determined the target audience developed ideas on programming and created the visual identity. Simultaneously DAY worked out a ‘friends’ model to secure involvement from opinion leaders and use the budget in the correct manner. This was done through co-creation with opinion leaders from the field.


A strong proposition, an iconic and powerful brand identity that serves as a platform for many designers, strategists and artists to come.


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