Kruispunt Rotterdam • Friends for Brands • Brand Activation

Kruispunt Rotterdam

One exhibition, endless perspectives

In 2020 the ‘Wereldmuseum’ (World Museum) in Rotterdam launched a new permanent exhibition. It combines the old and traditional collection with newly created and purchased art works. All originally made by people from many different communities throughout the world that are or have been somehow linked to Rotterdam. Ranging from Chinese paperworks to Ghanese fashion and from a Turkish tulip to Capeverdian music.

All the pieces in this meaningful collection have a story to tell. But what story they tell depends on the person you ask. That was the main insight on which we built the branding and campaign for ‘Kruispunt Rotterdam’. The title literally means ‘Crossroads Rotterdam’ and we translated this to the activating question ‘How does it cross you?’.


In the campaign you experience the exhibition through the eyes of Rotterdam locals. They all have different roots and histories, which contribute to their perspective. For example; to one person the Turkish tulip can be a reminder of their Iranian heritage, whilst for the other it can bring up a joyful memory of a springy Dutch day.

In the campaign and visual identity, we offer a lot of space to reflect the way that different people perceive the exhibition. The consumer is first introduced to the exposition with an on- and offline campaign, all through the eyes of other. But, of course, as a visitor you want to share you own experience as well. That’s why in the future you’ll be able to create your own digital poster with your crossroads in the background after visiting Kruispunt Rotterdam.