Project for the VandenEnde Foundation (2009 - current)

Realm of Imagination

Introducing a total experience where theatre, art, food, fashion, design, photography and music merge. A place for contemporary, enticing and inspiring theatre on the site of the former 'Nieuwe de la Mar Theater' in Amsterdam.

The VandenEnde Foundation chooses the brand concept that Vandejong pitches for DeLaMar. Vandejong pushes the boundaries of the original assignment and creates the world of DeLaMar: Realm of Imagination. The world of DeLaMar is theatrical, filled with imagination and translated into a wide array of mediums, from special tickets to tantalising dishes in the restaurant, and from the interactive website to a one-of-a-kind theatre experience.

DeLaMar will be the epitome of cultural entrepreneurship, a platform for art and theatre lovers, and a podium for young talent, too. The theatre is set to open in November 2010. In the mean time, Vandejong and DeLaMar will continue to build the brand.

See also: Foam the brand, Hello Zuidas