Amsterdam Open Air 2025

The Summer of Love
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Challenge:

Amsterdam Open Air is one of the most anticipated festivals in the Netherlands—a vibrant celebration of music, art, and human connection. With over a decade of unforgettable moments behind it, the festival wanted to evolve its identity into something that could reflect both its emotional roots and its progressive spirit. Over the past three years, we’ve been entrusted with reimagining this identity—transforming it into a living, breathing world that grows alongside the festival itself.

Our Approach:

To bring this vision to life, we utilized AI-driven research to capture and identify a magical festival moments. These insights were translated into 3D sculptures and abstract environments, celebrating the festival’s themes of love, unity, and euphoria.—inviting the audience to experience the festival in a new, emotionally rich, immersive way.

For the second year, we expanded the visual identity into new creative horizons. We explored the concept of otherworldly islands and flora, fluid typography, and a experimental sound, building on the core emotional themes while introducing bold new elements.

By the third year, the identity had matured into a dynamic system. We embraced the idea of fluidity—of an identity that doesn't reset, but instead evolves. The visuals became more adaptive and bold, and the emotions deeper. Each year became a new chapter, not a redesign—an ongoing story that allowed the brand to shift in rhythm with the festival’s growth.