40 Years | HUMANOID
Year
'21
Client
HUMANOID × Underpromise
Service
Concept Development – Art Direction – Brand Strategy – Production
An immersive anniversary exhibition celebrating four decades of HUMANOID's dedication to craft. Forty toiles suspended in the Rietveld Pavilion transform garment construction into performance art, honoring heritage, process, and the quiet poetry of making.
© 40 Years | HUMANOID
Challenge
Milestone anniversaries risk becoming exercises in nostalgia. For HUMANOID's 40th, the brand needed something that could honor four decades of craft while still feeling vital, not a retrospective, but a living experience.
Solution
Working with Underpromise Agency for Amsterdam Fashion Week, I supported creative direction for an exhibition at the Rietveld Pavilion, Kröller-Müller Museum. Forty toiles, raw prototypes from collections spanning 2005 to 2022, hung from a central loom structure, a reference to the mining heritage of the museum's founder. The installation culminated in a choreographed performance: as toiles ascended on ropes, models in matching garments walked through the sculpture garden, revealing hidden layers as clothing lifted from their shoulders.
Role
Concept development and art direction.
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