08/09/2026
It all started with an apple. 🍎
For Aartsen’s ‘Best Party of the Year’, we transformed their own distribution centre into 𝗔 𝗡𝗶𝗴𝗵𝘁 𝗶𝗻 𝘁𝗵𝗲 𝗕𝗶𝗴 𝗥𝗲𝗱 𝗔𝗽𝗽𝗹𝗲.
The apple has always been part of Aartsen’s identity, so instead of simply using it as a logo, we started pulling at the thread.
The Big Apple.. it’ll all remind us of New York.
A city of ambition, a melting pot of cultures and nonstop energy. A great metaphor for the drive of Aartsen ethos.
And red became our common language.
Red apples. Red velvet. Red light. Red details everywhere. From hundreds of apples behind the bar to an apple-shaped dessert at the end of dinner.
Throughout the evening, dinner and show became one experience, created completely from scratch inside a space normally used for something very different.
And when dinner ended, the story travelled further east.
Guests crossed the stage and entered a darker, more theatrical world inspired by Hong Kong, home to one of Aartsen’s international locations.
One location. Two worlds. Quite a lot of red.
And probably more apples than we have ever used in one project. 🍎