ELECTRICITEITSFABRIEK

The Electriciteitsfabriek got more presence in the city of The Hague

The concept of this system identity is derrived from the space itself. The spacious architecture of the electriciteitsfabriek is a giant cube of 50x50x50 meters with exposed concrete and many structural I-beams.

The initial idea was the experience of its poetic atmosphere. The daring digital domain reflects this ‘cube’-like space via its user navigation system: contrasting bars of black and white align the domain’s perimeter, and when clicked trigger a seamless ‘rotation’ of the background photo of the actual factory space. Users are literally shown the interior cube’s facets as they explore; information, for instance, is overlaid atop these ‘photos’ of the former factory. Photography played a hugh role as the identity system is built around the experience of the factory hall itself.

The center’s new visual identity consists of street advertising, stationary, business cards, brochures and flyers, newsletters–and new digital domain. The last component makes use of the typeface GZA; it is heavy in serifs, and is bold and daring, though serious.

‘Electriciteitsfabriek’ is a new cultural center in The Hague, in a former office and factory built in the early 1900s. Architect Schadee built in 1906 the distinctive office building with factories along the water.

The factory behind the office complex was 30 years out of use, when it is given at the initiative of the Electric Factory Foundation beautiful poetic, tough hall loaned by owner Uniper benefit of cultural productions, which a huge boost to the quality of life in the surrounding neighborhood and the city was given.

The raw, evocative hall of the Electric Factory has over the years as a stage for arts added a dimension to the cultural potential of the Hague. The Electric Factory programs and produces its own and in collaboration with cultural partners, artists, musicians, dancers and theater.

After many years of expanding in the cultural field the "Electriciteitsfabriek" was in need of a solid identity system.