Culture for everyone in the heart of the city
Amare is The Hague’s vibrant new cultural hub. It is an exceptional venue for experiencing theatre, dance, music, and various other outstanding performing arts. More than just a cultural centre, Amare is a gathering place with global allure. Collaborating closely with Amare, Silo serves as the strategic partner for branding and spatial experience.
Client
Stichting Amare
Extension of public space
Amare is the consolidated home of the former Zuiderstrandtheater, Residentie Orkest Den Haag, Nederlands Dans Theater, and the Royal Conservatoire. Four large performance halls, each with its own character, are surrounded by a shell of music and dance studios and classrooms. The ground floor and the first floor form an inviting extension of public space. A wealth of activities, facilities, and experiences entices you to walk through the building rather than pass by.
Building, producer and platform
But Amare is more than a building: it is also a new cultural producer and a platform for cultural collaboration across the city. In developing the brand, the relationship between Amare and other stakeholders was carefully examined. The stage – literally and metaphorically – Amare provides is represented through the visual division of the logo.
I am, we are
You will always feel welcome at Amare. Welcome to be amazed, welcome to reflect on your day, or free your mind. Amare challenges you and surprises you on every visit: uniting individuals and sparking inspiration. Rooting from these fundamental values, the bold and quirky wordmark also infuses an additional dimension into the name: “I am, we are: Amare.”
An integrated experience
Acting as the strategic partner for branding and spatial experience, we worked on a wide range of projects for Amare – strategy, visual identity, visitor journeys, signage and wayfinding, communication, and campaigns. Connecting these different elements helps create a powerful integrated experience.
“Amare should be a place where everyone feels at home: people of The Hague, visitors, dancers, musicians, students, and – of course – our staff.”
Jan Zoet, Director Amare
