Client: Imagine Filmfestival
Location: Eye Filmmuseum Amsterdam
Event: festival design

Assignment: For Imagine 2019, the theme ‘Things to Come’ was to be used for the festival location.
I took this assignment into two different paths; spatial design and event design. For the event design, I focused on livening up the festival location AND letting people know about everything that was going on. Because the Eye building is rather formal, it takes an effort to make it lively and show that there are new things happening every day. To up this ‘festival feeling’ we upgraded the info desk and added a large area that would constantly be refreshed with new day-to-day information. By doing this in an analogue fashion (via notes, cut-outs and so on) we countered the many screens already available in the Eye public space. We also focused on more visible activities in the building itself, via pop-up events and game-events. Some examples of this are the fashion show at the start of opening night, digital and pervasive (analogue, using the public space) games, a boardgame cafe, roomscale VR and an enhanced festival cafe.

As for the spatial design, I worked with students from the HKU to turn Eye into a genre-palace. The ‘Things to Come’ theme was linked to science programmes about mutating viruses and genetic manipulation. The spatial design students came up with the idea of an ‘Imagine’ virus (in the colours of the 2019 poster) that had taken over the building. Inspiring the fashion students, their fashion show  played on the possibilities of Crispr-Cas DNA manipulation – and they also used the same colourscheme.