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Tolhuistuin (lit.: tollhouse garden) is a place in Amsterdam with a lot to offer: it’s a restaurant, a concert venue, a creative workspace, a podcast studio, a neighbourhood library, a gallery, a bicycle repair shop, a bar, a club and, as the name suggests, a public garden. How do you position a place that is so many things at once?
This wild, uncontrolled diversity makes Tolhuistuin a unique place. You might not always know what to expect, but that’s the beauty of it. Especially in a city in which everything is structured and planned out. Therefore, we position Tolhuistuin as a place for ‘woekeren’, a Dutch word often used to describe the uncontrolled, unplanned spreading of weeds. Because when you stop trying to control things, when things go a little different than planned, you can really be surprised and learn something new. With the positioning ‘Het woekert in Tolhuistuin’, Tolhuistuin shows people the beauty of a little chaos.
To celebrate this chaotic abundance, to celebrate that ‘het woekert’ in Tolhuistuin, we communicate everything that happens in Tolhuistuin and everything it stands for in a graphic layout. In the spirit of ‘woekeren’, we do this not in a strict and organised way, but in a somewhat uncontrolled and random way. To really let go of control, we built a generative prototype that can create ‘woeker’-designs on its own.
KesselsKramer invites you to
Have a similar project, problem or communication-need laying about? Would you like us to help? Or, simply like the look of our work and want to know more, get in contact below.
