From July 18th until October 4th 2020 people could visit the sculpture route ‘Let’s Get Physical’. While visiting the exhibition, of 30+ large scale pieces by Atelier Van Lieshout, people could explore the under-appreciated Merwevier-Havens (M4H) area of West-Rotterdam. The route was set up as a getaway inhabitants of Rotterdam who could not go on vacation due to the pandemic. As well as a celebration of the refound freedom of being outside and of physical activity. We were commissioned to develop the campaign.

The concept is in the name. In the design we searched for rapprochement by using tight margins, squished typography, huge images and fleshy colours. We combined Arial Black (a given design-requirement) with three iconic pieces by Joep Van Lieshout and placed both ingredients as big as possible, with the tightest typographic spacing possible, to play with physical proximity and accentuate the title ‘Let’s Get Physical’. Furthermore, we used the strongest colours from iconic pieces by Atelier Van Lieshout: the rusty metal of ‘Milkman’, the fleshy pink of ‘Power Hammer’ and stark white of ‘Wellness Skull’. Almost too close for comfort.

The design concept was broadly implemented on- and offline: from the website to posters, route map, flyers, stickers and the wayfinding of the sculpture route. The event was promoted via the AVL Mundo website, several social media platforms and on posters throughout Rotterdam.