Mission 2030: illustrated light installation

ABN AMRO aimes to have all their real estate rated energy label A by 2030. To share this mission with the rest of the world we create an experience for the the World Tennis Tournament that show the issues, the goals and solutions in light and shadow.

This project ensured that people become aware of the emissions of our homes.

The lampshade has seven sides and would be shaped like the house that surrounded it. Every side visualizes multiple stories about sustainable problems and their solutions. Since the illustrations would be lasercut out of wood I couldn't use lines or strokes smaller than 5 millimeter. That's why I ended up using an iconic art style with recognisable shapes and bold strokes. This would make sure that the shadows cast on the wall and the stories they would tell could easily be understood.

In the process I looked at multiple facets. Thinking about: form, style, composition and the storylines that flow into each other.

The end result was an amazing display of corporate storytelling using a spectacle of light and shadow, sharing the 2030 mission with over 100.000 visitors.

In the Netherlands, buildings are responsible for 40% of the country's total carbon emissions. ABN AMRO finances about 10% of the countries real estate. This means they have the opportunity to drastically reduce their carbon footprint. That's why they set a goal for 2030: ensure all homes and offices they help finance have an average energy label A. They call it “Mission 2030” and want to share this mission with the world. They wanted a unique experience during the ABN AMRO World Tennis Tournament. The agency approached my agency with the idea to create a laser-cut light installation.

My agency asked me to create the illustrations for this installation, showing sustainability problems, goals and solutions that this mission wants to accomplish. These illustrations would be turned into a lampshade that would create a spectacular display of light and shadow on the walls.Visitors would wear headphones and listen to an explanation of the 2030 mission.