Red keyhole lights up Amsterdam - unlocking the true spirit of the city

Against a dark backdrop of polarisation and tensions, the new arts and culture festival is set to illuminate the city with a bold new vision - kicking off with an intriguing activation campaign

If you haven't been living under a rock, you've heard about the tensions and violent hooligan riots in Amsterdam recently after a football game.

This week, as social tensions and polarization in Amsterdam rise, an enigmatic glowing keyhole will navigate the city's shadowy streets. This installation marks the debut of a new art and music festival called The Spirit of Amsterdam. The event, aiming to encourage openness and counteract societal divides, will take place from November 22 to 24, 2024, in celebration of Amsterdam's 750th anniversary.

Over 35 religious venues including churches, mosques, temples, and synagogues will participate, opening their doors for a unique blend of cultural and artistic expressions. Founded by three social-creative entrepreneurs, the festival seeks to merge different realms within these historic spaces, offering a fresh perspective on some of Amsterdam's most revered sites.

'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. Of course by bike! Or "fiets" as the Dutch call it, because you can't walk around the city without hearing someone trying to sell you a 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 programme.

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 programme 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.

Says Robert-Jan Glas, Creative Director at The Spirit of Amsterdam.
“'The Spirit of Amsterdam is not a religious festival, but it is about belief. It’s a cultural take over that’s repurposing and re-energising 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 22 to 24 November 2024 - bringing a progressive arts programme to Amsterdam, hosted in 35+ churches, temples, mosques and synagogues.

See more at thespirit.amsterdam