DEN is a knowledge institute working to stimulate digital innovation in the cultural sector in the Netherlands.
They approached me to help them bring to life four future scenarios, each showing a different version of generation Z and the cultural audience they could become in 2040. The aim was to make these scenarios more easily imaginable, in order to help entities in the cultural sector such as theatres and musea to adapt into the future.
In addition to this brief, my personal goal with this assignment was to create lively and cinematic scenes that be like a window to a different world in a single image.
Many theatres and musea were forced to close down after losing their subsidy. This is Naomi's chance as a producer. She's part of an international talent hub aiming to co-create and exchange collections together. Hybrid forms, blended genres and remakes: all turn out to be hugely successful. Is this the new way? (Axes: Active + Inclusive)
Naomi is an important online cultural influencer. She advocates for the environment, while also sharing entertaining content about her personal life. The world is her stage. Each week, she reaches around 2 million people globally, who actively share her content. Companies and artists all want to collaborate. However, not everyone cares about her content; they follow their own interests and end up in their own online bubbles. (Axes: Active + Fragmented)
Naomi lives in a suburban community, where the real estate is still affordable and she can surround herself with like-minded people. Everything is within reach; shops, sports, and a wide range of cultural offerings. She can just take her pick, or otherwise search for it online; like following an online course in calligraphy. She's not very active on social media and only shares something when it feels truly special. (Axes: Passive + Fragmented)
Museum square is full of announcements: a VR experience at the museum, a Spanish singer at the pop stage, and a dance performance with drones. Unlike some of the younger visitors, who can't be bothered by any of it, Naomi is definitely interested. But should she get a ticket to go see it in one of these traditional temples of culture, or just check it out online? (Axes: Passive + Inclusive)
The four illustrations were made into a beautiful instruction manual, which explains how they may be used by cultural institutions to brainstorm and prepare for the future.
You can download the manual here.
Many thanks to Reinier Hamel from Spinner & Langkous for the graphic design on the manual, Freija van Duijne for creating the original scenarios, Marjolein de Boo for the copywriting, and everyone else at DEN for the beautiful assignment and collaboration. For more information on DEN and its activities, visit DEN.nl.