Lofi

Lofi

WHAT WE DID

BRAND STRATEGY, BRAND CONCEPT, BRAND NAME, PAY OFF, TONE OF VOICE, MARKETING PLAN

YEAR

2018

After circling in the cultural comfort zone of Amsterdam, it is now time to step out. Comfort zones make people bored out, sleepy and shallow. With Lofi we decided it was time to kick people back to life. To ramp up their focus, creativity and inner drive. That’s why you’ll find the new district of Amsterdam at the edge of the city. With 6000m2 of playing field.

It’s at the edges where creativity emerges into culture. But, not ‘culture’ as we know it. No. The centuries old word has become so traditional, so general, so common. Nothing exciting. Nothing innovative. With Lofi we put the word ‘culture’ out of its comfort zone, too. Art in a museum? No. Concert in a hall? No. A 5-course dinner in a restaurant? No. Lofi disrupts cultural comfort zones by using unexpected, eclectic and quirky combinations in music, art, food and life style. Welcome to the discultural district of Amsterdam.

Disrupting cultural comfort zones

The discultural district of Amsterdam

SPECIAL THANKS TO

Annerieke Glaser, Lofi (photography)

Let’s talk! Be bold, don’t be shy.


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