To mark the transformation from Michel Bos PR to HUSH HUSH, the agency hosted a high-impact rebrand celebration at the brutalist Thomaskerk in Amsterdam.

With over 400 selected guests in attendance, including media, clients, cultural tastemakers, and collaborators, the event introduced the new HUSH HUSH identity in a way that fused performance, spatial design, and hospitality.

Programming featured a live performance by new-wave band POL and DJ sets by Eben Badu and Doppelgang, while the experience was elevated through theatrical brand integrations. These included an immersive mirrored cocktail bar in collaboration with The Macallan, a striking food installation by Oficina built into the church’s original altar, and a towering custom cake by Feisty Feast.

A champagne tower welcomed guests at the entrance, and a secret phone booth allowed attendees to leave anonymous voice messages, adding a playful, interactive layer to the night. The event encapsulated HUSH HUSH’s creative approach to brand building and left a lasting impression on Amsterdam’s cultural scene.

HUSH HUSH - Launch Event 

To mark the unveiling of the redesigned entrance and Don Quixote sculpture hall, Queen Máxima of the Netherlands officiated the royal opening of the Stedelijk Museum’s new space. HUSH HUSH led the full concept development, production, and public relations for the occasion, shaping a multi-layered programme that combined high-level visibility with broad public access.

The royal celebration included an exclusive fundraising evening with 200+ guests, featuring dinner, performances, and an auction to support the museum’s mission.

Ahead of the opening, a press preview welcomed national and international media across print, digital, broadcast, and art, design, and architecture verticals.

To further democratise the moment, we co-organized a free open day, complete with guided tours, workshops, and performances, including an opening by the Alderman for Arts & Culture and a set by artist Sef.

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