Gemeentemuseum Den Haag, one of the Netherland’s most famous museums, decided to go out with a colourful and energetic exhibition, before ending an era by changing its name to Kunstmuseum. This exhibition Let’s Dance, needed an unique artwork along with promotional designs and animations. The biggest challenge was to attract a younger target audience, while also triggering the regular and older visitor. By combining a historic image out of Fame, with playful typography and bright colours, we’ve succeeded to make a widely ranged audience to come to the exhibition.

Subcultures like hiphop have changed the face of fashion for good. The Let’s Dance! fashion exhibition explores this unique relationship between fashion and dance. Besides professional dance costumes, influential costumes from dance films, and clothes to dance in, it 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 inspired by dance.

From autumn 2019 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 last one before changing the name.