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 

HUSH HUSH manages creative concepts for all product launches and collaborations, event production, strategy and guest list services and ongoing PR for The Macallan.

The Macallan Harmony III launch

The 2023 collaboration between Stella and Mary McCartney and The Macallan was inspired by nature and we created a concept to fit the launch.

This involved a two day programme for media and cultural innovators in Hotel De Durgerdam in a nature reserve near Amsterdam.

We collaborated with restaurant De Mark for the menu, using the notes from the whisky as ingredients in the dishes and creating a cocktail pairing.

A carefully co-ordinated guest list invited tastemakers and press to stay the night at De Durgerdam along with an intimate whisky tasting event and a cinema set-up in an old church.

Stedelijk - Opening sculpture hall - (1/5)