The future is dark, which is the best thing the future can be
It is the beginning of 2017 when Veem House for Performance took the radical choice to turn the lights off and dive into a black-out for 265 days. It announced to open its doors to the public again for just 100 consecutive days rather than the whole year.
- How do we practice what we publicly preach?
- How do we make a theater visible to the public while it is temporarily closed?
- What are the main elements released by an institution performing a black-out?
- How do you translate that into the marketing and communication strategy campaign?
I have been asked to support the marketing and communications department to transform the brand image.
A new visual identity strategy has been created for the online channels in order to activate public engagement and interactions on social media and newsletter.
Making them more user-friendly and attractive allowed to translate the artistic vision into a content-based communication.
My role:
Digital marketing and online communications assistant
Curatorial team assistant
Educational program developer and producer
Credits:
Pictures: Ernst van Deursen
Graphic design: concept and design by Atelier Carvalho Bernau + Rectangle Design
(Open Work); concept development and editing by Veem House for Performance team & Andrea
Rogolino (Curate Fabrica)
In close dialogue with my team, the task has been to make visible the shift into sustainability and quality. Making the house and the program politically driven, but also culturally engaging and internationally relevant. We choose Virginia Wolf’s words “the future is dark, which is the best thing the future can be'' to take over this challenge.
We called the
program
100 Day House.
I framed an audience development strategy campaign into the “Become a Housemate” motto while making audience-target group research and surveys, clustering both on a local and international level. I supported the organization to empower online communication for reaching better economies.
Reading & Research (RR)
The Fantastic Bookstore
"What do you do when your world starts to fall apart?" Anna Tsing
Reading & Research (shortly RR) is a format about reading together, going in-depth on a specific urgent topic. Initially created by the theater dramaturg Nienke Scholts, I developed and produced a series of four RR in 2017, tackling an ongoing research on Feminism, Hope, Material Identity, and Social Imaginary. RR gathered people with similar backgrounds, expertise, or interests, leading further the political debate launched by the theater.
To make the RR possible, I worked on content research and concept proposition, partnership development, general communication, and event coordination. Moreover, I moderated sessions of discussion, and curated texts and visual outputs to be integrated inside the communication.
RR contributed to community engagement, collaborative practices, and challenging collective thinking processes to produce and channel new stories along with the main program vision.
From there, we also created a new idea for a bookstore curated and led in collaboration with Stedelijk Museum in Amsterdam. The bookstore changed multiple times with over 200 titles each, within the framework given by the in-house events and the other way around.