TAKE A STANCE WITH W HOTELS
For W Hotels, I had the honor of leading the entire Pride activities in Amsterdam, championing a series of celebrations emphasizing inclusivity and unity.
From concept ideation, public relations, to securing partnerships — the crown jewel was the design and presentation of the W Amsterdam's Pride Boat. This centerpiece, symbolizing the vibrant spirit of the local LGBTQIA+ community, was a testament to our collective efforts and the highlight of our campaign.
Pride is more than just a celebration; it’s a powerful reminder of its roots as a protest. Hence, we orchestrated a guerilla Pride March before the iconic Pride Boat, underscoring the ongoing struggle for LGBTQIA+ rights and acceptance.
PRIDE IS A PROTEST
I conceptualized a design distinct from traditional Pride Boats. Embracing curves, the boat opened up to the sides, symbolizing inclusivity. Adorned with Hamish Powell's lavender floral art, it paid homage to LGBTQIA+ resilience and unity.
AN INCLUSIVE SPACE FOR EVERYONE
In designing the Pride Boat with Floral Artist Hamish Powell, we emphasized lavender, a hue deeply intertwined with the past of the LGBTQIA+ community.
Historically, amidst labels of 'unnatural' against the community, nature itself displays myriad queer attributes, like the sexual diversity in plants. Culturally, queerness often resonates with floral symbolism, evident in terms like 'pansy' or a 'dash of lavender'. This connection enriched our boat's narrative, binding nature's resilience with the LGBTQIA+ spirit.
A DASH OF LAVENDER
W Lounge came alive as night fell, hosting London's most popular queer club night OUTHAUS and the renowned local event, “Sweetie Darling”.
This fusion of iconic events epitomized Pride's spirit and also marked a record-breaking revenue milestone for W Amsterdam. The event's allure drew a remarkable attendance, including many influential personalities.
AN INCLUSIVE SPACE FOR EVERYONE