SIMON VAN GORKUM

CHALLENGE
 Create a new strategy for the Sugar Factory Amsterdam to move more people to the nighttheater

INSIGHT
 The Sugar Factory claims the term crossover in order to differentiate itself from the competition. However crossovers has become the standard since the Sugar Factory started it five years ago. The Sugar Factory is in need of a new strategy and rebranding. Why should Sugar Factory, as a nighttheater, limit themselves to only the night? Shouldn't there be a spot in Amsterdam, where it is possible to enjoy performing arts 24/7?

VISION
 The Sugar Factory is more than a building. It’s a brand that connects people and performing art.

CONCEPT
 The Sugar Factory becomes a never ending performance with the key values interactivity, diversity and dynamics in mind. A never ending performance enthails a 24/7 continituation. This doesn’t mean that the Sugar Factory should be always open, especially nowadays. A never ending performance also means that in everything the Sugar Factory is involved there must be a form of performance art. This means that posters, flyers, the building or even the website become a way for the Sugar Factory to offer performing art. For example; the website becomes a place to look at video's or wallpapers instead of only being a medium to communicate the program. In this way the Sugar Factory becomes the brand which connects performing arts and people, instead of being a nighttheater.

www.sugarfactory.nl