The challenge
Amsterdam is bursting with museums, from the Rijksmuseum to the Mouse Mansion. How do you put an art centre on the map among them that doesn’t follow the traditional path? A place without paintings on the walls, where the walls themselves come to life.
The brief
With Fabrique des Lumières, Culturespaces brought its immersive art experience to Amsterdam: audiovisual journeys through the work of masters such as Van Gogh and Monet, but also to the bottom of the ocean or the moon. In 2022, Fabrique des Lumières asked HAGENS to position the centre strongly with the right audience and build lasting visibility in the media.
The strategy
Every experience a new story
Since then, HAGENS has been responsible for the ongoing PR of Fabrique des Lumières. The location stays the same and the cultural media landscape is small, so staying relevant is the core of the assignment. With every new experience, we look for an angle that adds news value and sparks the imagination.
The creation
From joint interviews with director Patrick Alders and art experts to lessons with real teachers at ‘Dutch Masters’. For ‘The Moonwalkers’ with Tom Hanks, we found a new audience through space food in the pantry; for ‘Prehistoric Planet’, we calculated how many Triceratops fit on Dam Square. And for NOS Sport’s World Cup opening clip, we brought NOS and Fabrique des Lumières together.
The approach
We built a relevant network of local journalists and influencers in the cultural sector, who are the first to hear about new experiences and events. The agreed key messages, branding and tone of voice come back in every publication.
The impact
A fixture
Fabrique des Lumières is now a fixture in cultural and lifestyle listings, from glossies to museum guides. That generated more than 200 publications in leading media, with a reach of more than 11 million, across print, online, radio, TV and social media.
200+
Publications
in leading media
11+ MLN
Reach
4 years
Ongoing partnership
since 2022
