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For 24 hours, the world’s best motion design takes over Amsterdam Centraal

Alexandra Moorhouse
Alexandra Moorhouse
Marketing Director, UK&I
4 min read
1 September 2019

Design in Motion (DEMO) takes over the Netherlands largest train station, Amsterdam Centraal; the cities biggest public transport transfer spot, welcoming over 250,000 local and international passengers per day. On the 7th of November, for 24 hours, each of the 80 digital screens throughout the entire station will showcase the talents of some of the world’s best motion designers and presents a platform to exhibit new, up-and-coming talent as well as established favourites.

Free to all, this is the first exhibition ever to showcase motion design on such a large scale. Amsterdam Central is the largest hub in the Netherlands and services trains, metro, buses and ferries; for 24 hours all commercial messages that are usually showcased to travellers will be replaced by experimental and stimulating motion design.

Work to be included comes from an eclectic mix of talent; established graphic design studios such as The Rodina and Bureau Borsche, renowned motion designers such as Zach Lieberman and Jurriaan Hos and young designers from across the world. 2,738 submissions answered the open call, which asked all new and unknown talent to submit their work by the end of July 2019. Out of the 200 artists selected to participate in the festival, 34 are from the UK.

Additionally, collaborations have been created with art academies in the Netherlands, Switzerland and Canada to encourage students to experiment with motion, and throughout the day, talks around motion design will be organised in the Royal Waiting Room in  Amsterdam Centraal.

Liza Enebeis – Creative director Studio Dumbar and initiator of DEMO: “DEMO is a different kind of event. It’s not a closed, expert-only congress or exhibition. DEMO is out there in the most public of all spaces; a railway station. This is symbolic for our underlying message. We all know that interaction and communication between people, organisations, companies are predominantly digital and screen-based. That’s why motion is so important. It’s a fuse of design and technology that still has room for growth. It’s omnipresent in our lives, and therefore it’s important to inspire professionals to do their best job”

Thanks to Exterion Media NL, the station will be transformed into one moving work of art; changing every hour, creating a never-before-seen motion experience. The curators of the exhibition are Liza Enebeis, creative director of Studio Dumbar and initiator of DEMO, interdisciplinary designer Koos Breen and graphic and motion designer Xavier Monney.

Guy Grimmelt – Head of Marketing Exterion Media: “DOOH is conspicuously present in the public space and we, at Exterion Media, are very aware of this. It’s, therefore, a joint responsibility to provide a smart and creative solution; with DEMO we hope to offer all of our partners’ inspiration on how to deal with the content of our screens and the impact that this can have on a public space.”

Dimi Alders – Global CEO of DEPT said “Motion is the next big thing. The most forward-thinking companies are using motion to enhance their brands and digital experiences; to ensure they stand out in the crowded digital reality of today. Studio Dumbar knows how to create and collect some of the most incredible motion artwork out there. At DEMO festival, we’re able to bring this medium, not only to the public, but to also create one big pool of inspiration for brands and people that are willing to break the rules, push the boundaries, and be bold. We’re super proud of being co-founders of the largest motion exhibition in the world!”

Thanks to: Nederlandse SpoorwegenKineticDeptExterion MediaHomerun and our media partners: It’s Nice ThatFontanelBNOVisual Atelier 8

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