Main Studio with Jeremy Jansen developed the identity of a new social club, restaurant, gallery, gym, and community space in Amsterdam West. The building is an old school built by the Dutch architect J. B. Ingwersen.
The venue’s identity was based upon its floorplan, which reflects the modular organization of spaces within the Brutalist inspired building. By revealing the underlying organizational grid of the identity, it forms an essential component of it; components can be removed, added, or rearranged in new formations, reflecting its former and current interior. The identity is anchored around the venue’s digital platform–which is undoubtedly the aspect most visible to its community–and extends from there to its printed brochures, posters, etc.