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.

Stedelijk - Opening Sculpture Hall 

To celebrate the launch of the new Dyson Airwrap ID, Dyson appointed HUSH HUSH to develop an activation under the theme “Fall in Love With Your Hair.”

HUSH HUSH was responsible for concept development, guest list curation, full event production, and hosting. The experience was designed with multiple high-impact touchpoints, beginning with custom chocolate box invitations sent to guests.

Press and KOLs were invited for individual styling appointments at the Dyson boutique ahead of the dinner to experience the new product firsthand. The day concluded with an intimate dinner at the Hoxton Lloyd for 35 guests, brought to life through detailed brand moments.

As a final touch, guests could send a letter to a loved one inviting them to book their own Dyson styling session, extending the experience beyond the event.

Stedelijk - Opening Sculpture Hall - (1/3)