When designer Marcel Wanders launched his first major museum retrospective, I helped create the tools and media strategy to mark the moment.
The Challenge
Create a digital and traditional media campaign to launch the career milestone museum retrospective of the polarising and often misunderstood Dutch designer.
The Strategy
Linking with the title of the exhibition, in which the designer was ‘Pinned Up’ for all the world to see, through to the theme areas of the exhibition itself, this campaign focussed on education and awareness of Marcel’s design philosophy and technique, using storytelling as a device.
The Solution
In the lead up to the exhibition opening, a special (and rare) public appearance by Marcel was set up at the premier Dutch Design Week event in Eindhoven, in which Marcel was interviewed live on stage about his career and work.
Together with the Stedelijk Museum, a comprehensive press kit was created which elaborated on the many aspects of Marcel’s the designer.
Key video pieces were also created, in which the exhibition curator and Marcel elaborated on the work, demystifying Marcel as a designer and making his sensibility more accessible at the same time.
The results
The exhibition’s opening night attracted an audience of over 2,500+ people (one of the largest events ever to be held at the Stedelijk), and unprecedented attendance of 269,502 (forecasted: 150,000) throughout its 4 month run, and positive press coverage in the New York Times, Elle Decor Italia, Vanity Fair France, Frieze, Art Das Kunstmagazine, La Repubblica, Dezeen, Frame, design.nl, Domus, Connaissance des Arts and many many more!
