KesselsKramer Takes Holland Festival to the Next Groundbreaking Level

Jun. 29, 2025

The international performing arts festival Holland Festival is a major, established name in the cultural world. For 78 years, the festival has brought groundbreaking performing arts and artists to Amsterdam every summer. Last year, KesselsKramer introduced a new positioning and campaign called ‘groundbreaking performing arts, visualised by striking portraits of artists performing at the festival, made in collaboration with Blommers/Schumm, and a new perspective on the graphic identity.

The associate artist Trajal Harrell, a choreographer from the United States, has a central role in this year's festival. For the campaign, Trajal and five other artists were portrayed, again together with Blommers/Schumm, in a choreography with themselves. This was achieved by first taking one portrait, printing it out life-size, and then taking another portrait of the portrait. 

These photos of Trajal Harell, Bernadeta Astari, Pichet Klunchun, Miranda Lakerveld, Ali Chahrour, and Eric de Vroedt are used across a range of media, from posters to flags, from brochures to buildings all around the city.

Tristan Roques, Art Director at KesselsKramer said:

"For a festival that’s so artist-driven, we felt it was only right to make artists the face of the campaign. The fact we were able to build upon the series we developed last year makes us look forward to the years to come."