Educational and cultural complex Amare selects creative agency Silo

Silo has been selected to develop the brand strategy and visual identity for Amare. The new education, culture and congress complex in The Hague organized a pitch to find a creative agency that will define the identity of Amare throughout its communication. Design agency Silo was the convincing winner of the pitch.

Amare will be a home for the entire city of The Hague. It will be an inspiring place where everyone is welcome, for a theatre or concert visit, a lesson or a rehearsal, a congress, a meeting or just a cup of coffee.

The four organizations behind Amare invited twelve creative agencies for a two-phase selection procedure. Based on a number of clear criteria, the selection committee unanimously chose Silo. An important part of Silo’s proposal is to involve the ‘residents’ of the building as well as the residents of The Hague. The process and the working method give the organisation a lot of confidence in a creative and manageable project.

Impressions of the Amara interior.

Mieke Beljaarts, Head of Marketing at Zuiderstrandtheater and Amare:
“Amare will be the home of a beautiful collection of high-quality cultural brands. At the same time, as a house for the whole city, we want to remove all barriers and become an attractive place for all residents and visitors of The Hague. This requires a clear positioning and a recognizable identity. With Silo, we have chosen a party that knows The Hague very well. With great enthusiasm, Silo managed to convince us of their approach and creativity.”

Rene Toneman, Creative Director Silo:
“Amare has an important social function in the heart of The Hague. It connects top-class performers and up-and-coming talent with all the city’s people. Amare is not only a location but also a producer and a label. We are proud and motivated to help position Amare as an attractive creative brand for everyone. With the identity, we contribute to a total experience that fits the diversity and quality of the program, the makers and the city of The Hague.”

The announcement of the name Amare in October 2019 - Anne Reitsma Fotografie.

From 2021, Amare will be the new home of four renowned institutions in The Hague: Zuiderstrandtheater/Stichting Dans en Muziekcentrum, Residentie Orkest, Nederlands Dans Theater and the Royal Conservatoire. In addition to dance, music, opera, shows and family performances, Amare’s broad city program will occupy a prominent place, as do its own productions. The facility will also be an important event and congress facility.

Dennis Flinterman

Want to know more?

Call or email Dennis