"Museum Night this year, however, makes for quite a special occasion; 2025 is the event's 25th anniversary. So, for a spin on this year's campaign identity, From Form wanted to take things back to their roots. "Over the years, countless youngsters have explored museums, new venues have appeared (and disappeared), and many campaigns have come and gone", Ashley tells us. "Yet through all those changes, one main character has always remained at the heart of it all: the museum itself.""
""what is a museum, really?", shares Jurjen. "In its most basic sense, a museum is a collection of objects, art, or ideas from the past, present, or future." Whilst the night has brought together many of weird and wonderful collections from museums all over the city for the past 25 years: "from contemporary photography to galleries of old masters, to collections of microbes you never knew existed", says Jurjen, the pair figured that "Museum Night is, in itself, a collection of collections," he continues."
From Form has established a reputation for bold, analogue campaigns for Amsterdam's Museum Night, including a 2024 multiverse identity and a 2023 spiral-bound flipbook of thousands of close-ups. For the event's 25th anniversary in 2025, the studio returned to its roots and presented Museum Night as a collectors' edition. Ashley emphasizes the museum as the enduring central character, while Jurjen defines a museum as a collection of objects, art, or ideas across time. The night unites diverse collections across the city and invites visitors to become collectors themselves, framing the event as a collection of collections.
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