AVL Mundo is a non-profit foundation, set up in 2008 by Dutch artist Joep van Lieshout. It is committed to creating ambitious, cultural programming that engages both local and international audiences and artists. 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.
Brief + concept
We were commissioned to develop the campaign. ‘Let’s Get Physical’: the concept is in the name. During the pandemic, the longing for physical contact increases, whilst the 1.5-metre society asks to maintain distance. In the design we searched for rapprochement by using tight margins, squished typography, huge images and fleshy colours. So close that it gets a bit uncomfortable.
When starting the route, visitors were given a flyer and a route map with more detailed information about the artist, the area and the selected pieces. We combined Arial Black with the names, images and numbers of the artworks and placed all ingredients as big as possible (with the tightest typographic spacing possible) to play with physical proximity and accentuate the title ‘Let’s Get Physical’.
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 the ‘Wellness Skull’. Both were printed on glossy paper, to emphasize the sticky, meaty character of his sculptures. The ‘Welness Skull’ is printed on the back of the route map. The numbers on the route map corresponded with the numbers on the concrete blocks along the route.
‘Let’s Get Physical’ aims to creatively engage the public with the area in the west of Rotterdam. Since the event was accessible to everyone, from passers by to schooltrips, the number of visitors was immeasurable. Most importantly, this exhibition gave people the chance to be outside during the pandemic to enjoy culture and interact and play with the artworks.
- Creative Directors Arwen Ronner, Matthijs Ronner
- Art Directors Wilfred van der Weide
- Designers Robbert Liekens, Wilfred van der Weide
- Illustrators –
- Photographers Atelier Van Lieshout, JW Kaldenbach and Rolant Dafis
- Editors –
- Copywriters Karen Mertens
- PHOTOGRAPHY DOCUMENTATION Gert Jan van Rooij
- FILM AND PHOTOGRAPHY FESTIVAL Davids Danoss
- Made Possbile by Stichting Droom en Daad, Urban Guides, Rotterdam Partners, M4H Rotterdam en Stichting AVL Mundo