AMSTERDAM, THE NETHERLANDS — This week, amid increased social tensions and polarization in Amsterdam, a mysterious illuminated keyhole will be weaving its way around dark streets in a bid to unlock the true spirit of the city. Marking the launch of a brand new art and music festival – The Spirit of Amsterdam – the intriguing activation encourages citizens and visitors to “open up” to the unknown, and embrace a contemporary cultural countermovement to increasing societal polarization.
Running from November 22 to 24, 2024, the festival, which is part of Amsterdam’s 750th anniversary, will see more than 35 churches, mosques, temples and synagogues open their doors for an innovative creative program. Initiated by three social-creative entrepreneurs, it brings together divergent worlds in historic houses of worship – offering visitors the chance to experience some of the city’s historic locations in a new and radically meaningful way.
“The spirit of Amsterdam is not a religious festival, but it is about belief”
The festival launches with an enigmatic campaign video, featuring an illuminated keyhole emblem – the official symbol of the festival – travelling around the city of Amsterdam by bike.
The activation was creatively conceived by Robert-Jan Glas, Creative Director at The Spirit of Amsterdam, and former partner and creative director of production company Big Shots, who also oversaw the festival program.
Provoking a sense of curiosity and wonder – as well as more than a hint of seasonal cheer – the campaign sets the tone for a festival dedicated to embracing a bold new vision of belief and community. Historic and new houses of worship alike will open their doors to the general public for “The Spirit” – a cultural takeover offering a never-before-seen program combining meaning, celebration, club culture, theatre, contemporary rituals and silent contemplation. Day and night, the festival will breathe new life and fresh creative energy into spaces normally hidden behind closed doors.
Robert-Jan Glas, Creative Director at The Spirit of Amsterdam, shared: “The Spirit of Amsterdam is not a religious festival, but it is about belief. It’s a cultural take over that’s repurposing and reenergizing some of Amsterdam’s most beautiful and historic buildings by filling them with cutting edge arts, music and meaning. We’re announcing our brand new festival with an activation and film that’s very simple, but very impactful. Especially in these dark times in our city, our lit-up keyhole brings hope and a sense of wonder – just like our festival will do (and no AI needed)”
The Spirit of Amsterdam runs from November 22 to 24, 2024 – bringing a progressive arts program to Amsterdam, hosted in 35+ churches, temples, mosques and synagogues.
