Gemeentemuseum Den Haag, one of The Netherland’s most famous museums, decided to go out with a bang in the form of a colourful and energetic exhibition. All in honour of ending an era by changing its name to Kunstmuseum. This exhibition, Let’s Dance, asked for a unique artwork along with promotional designs and animations.

The biggest challenge was to attract a younger audience while also triggering the regulars and older folks. By combining a historic still from Fame combined with playful typography and bright colors, we’ve succeeded to convince a widely ranged audience to visit the exhibition.

Subcultures like hiphop have changed the face of fashion for good. The Let’s Dance! fashion exhibition explores this unique relationship of fashion and dance. Besides professional dance costumes, influential costumes from dance films and clothes to dance in, the exhibition also features designs produced for ballet companies by well-known couturiers like Viktor & Rolf, Christian Lacroix, Yves Saint Laurent, Vivienne Westwood, Jan Taminiau, Iris van Herpen and Rodarte, as well as work by designers like Dior and David Laport who were also inspired by dance.

From the Fall of 2019 on Gemeentemuseum Den Haag will be known as Kunstmuseum Den Haag. The new name will make it clear that the museum is the leading venue for modern and decorative art in The Hague. Our Let's Dance campaign was the final one before changing its name.