Paleis Het Loo

Paleis Het Loo is one of the Netherlands' most significant cultural institutions, a 17th-century Dutch Baroque royal palace in Apeldoorn that served as summer residence of the House of Orange-Nassau for three centuries and has been a national museum since 1984.

For the 2024 exhibition Bloom we created the main campaign image, the key visual used across press, print and social media. The exhibition explored the centuries-long relationship between flowers and the palace, drawing on 17th-century still life painting and the legacy of Princess Mary. Just as those historical painters composed arrangements that could never exist in nature, we brought together images and edits that transcend physical reality. The visual was implemented throughout the palace: at the entrance, as a photo booth backdrop and on merchandise including soap packaging and postcards.