Old master, new vibe

The Van Gogh Museum has its late nights. The Met in New York does too. Antwerp? It did not have one. Until the team at the Rubenshuis decided it was time for an evening edition. Four times a year, the museum now opens its doors for an energetic mix of music, culture and live performances. The Rubenshuis as you know it, but by night.

For this new format, they were looking for a name. One that would work for both locals and international visitors. With a nod to Rubens, but without the dusty connotations. We came up with The Cabinet Sessions. A reference to the cabinets of curiosities from Rubens’ time. Cabinets and rooms filled with art objects, curiosities and exotic finds. Symbolic as well of what the Rubenshuis wants to be today: a museum where art enters into dialogue, genres collide and there is room for experimentation. Entirely in the spirit of Rubens himself. An old master, yes. But also a trendsetter avant la lettre.

 

Photos © Jeroen Broeckx, Rubenshuis, The Cabinet Sessions #2

From cabinet to cupboard door

After defining the new name, we got to work on the visual identity. We designed a youthful logo and a warm colour palette that seamlessly connects with the existing look and feel of the museum. Something fresh and new, yet instantly recognisable.

The foundation? Stripped-back graphic shapes, inspired by the outlines of a cabinet, with doors in different shapes and sizes. Another subtle nod to the past, fully in line with the architecture of the Rubenshuis.

For the communications team, we created practical templates they could easily use themselves, for social media and for print. Visitors to the Rubenshuis now encounter the style everywhere. From the menu board during the event to the toilet signage that returns throughout the year. One clear visual signature for four editions per year, ready to grow and keep surprising.