Culturele Wallen

Culturele Wallen is a collective uniting the cultural treasures of Amsterdam’s historic city heart, an area often associated with the Red Light District. The partners behind the project are leading institutions Museum Rembrandthuis, Oude Kerk, Waag Futurelab, theatre Frascati, Flemish Culture House De Brakke Grond, W139, Museum Ons' Lieve Heer Op Solder and Huis De Pinto; all of them located at walking distance from one another. 

Through enhanced visibility, collaborative energy and inventive partnerships, Culturele Wallen brings back the creative identity and artistic soul of the neighbourhood. With this initiative locals are once again drawn to one of the most vibrant and creative parts of the city.

Developed by What The Studio, the visual identity revolves around rediscovering the neighborhood's cultural gems, hidden in plain sight. Each participating institution is portrayed as a unique ‘precious stone’ within a growing network, welcoming new partners.

Through a visual language that contrasts with the landscape of the Red Light District, Culturele Wallen gains visibility in the most crowded neighbourhood of Amsterdam. At the same time, with its vibrant colors and positive energy, the initiative and its visual identity aim to bring back the pride to its inhabitants. 

In addition to designing the visual identity for Culturele Wallen, we have developed a comprehensive visual communication campaign. This includes outdoor advertising in city streets and public transport stations, advertisements in local print and digital media, and a website showcasing the program of participating partners.

Explore the cultural treasures of Amsterdam’s city centre at culturelewallen.nl

Wouldn't it be nice to work together? Talk to us:
hello@what-the.studio

Concept, creative direction and design: What The Studio
Motion graphics: Sergio Tomasa, Ubalio Martínez
Web development: Yannick Gregoire
Event photography: Aad Hoogendoorn