Nightingale AWAKE Days

A Guerilla Takeover Event in Amsterdam


After the FW18 AWAKE Days in Antwerp, Nightingale translated the nightshop inspired concept into a one-day guerilla takeover event in Amsterdam. Taking over a pop-up location in the Jordaan, the event surprised guests and bypassers alike. 

The event acted as an introduction to the experimental concept agency, which opened their new offices in Amsterdam this year. Furthermore, the event also saw a presentation of their Benelux portfolio brands through three experiential installations. Brands presented at the introductory event included Nokia, Parkland, C.P. Company, Vitamin Well, Freixenet, Earth Water and more.

“While most people might not know this, the idea of the AWAKE Nighttime Open Days actually came from our ambitions to open our own Nightingale concept store in Belgium,” teases Yasmine Comyn, Head of Communications at Nightingale. “This Open Days concept is a prelude to a full-fledged retail concept that Nightingale has in store for the first half of 2019, which will also be called AWAKE. We plan to open this contemporary lifestyle nightshop in Antwerp with corresponding opening hours.”



C.P. Company Installation
Looking at both the past and future, the FW18 collection by C.P. Company sees a further exploration of tones that allude to sequential coatings of dust, mud, rain and sun – all elements of corrosion a Mille Miglia driver might experience. On the other hand, rich tones of burnt tangerine, saturated yellows and aubergine-ish burgundies refer to a dystopian future reminiscent of Blade Runner or Mad Max. Nightingale & THIRTEEN visual stories created a dedicated installation based on the original art piece by Aitor Throup.
Parkland Installation
The mantra “a better future starts with yourself” is something often shouted, but not adhered by many brands. In comes Parkland with their new range of colorfully designed bags and small accessories, which were all designed with fabrics recycled from plastic waste. The installation presented during the AWAKE Days demonstrates the process through a simple yet effective manner.
Nokia Presentation
Present at the AWAKE Days in Amsterdam were the newest models by HMD Global, home of Nokia phones. The installation included the Nokia 1, Nokia 6, Nokia 7 plus, the Nokia 8 Sirocco and the nostalgic remake of the 8110.
Experimental Beverages
Before guests were introduced to Nightingale and the three experiential installations, they were treated to a drink and snack. A special thanks goes out to sponsors Freixenet, D-Drinks, Earth Water and Alke Maes.
Canon x Maxime Fauconnier
Belgian photographer Maxime Fauconnier collaborated with Canon to document the notorious Belgian nightshop culture. As an ode to the AWAKE theme, all shots were taken at night time – a moment in which the photographer’s work thrives. “The night puts a new focus on things. It’s almost as if the night creates a photonegative of reality.
Emotional Architecture & Scenography
As part of the scenography, projections were mapped on the walls and ceiling, screening new material by brands like C.P. Company, Nokia and Parkland, as well as custom material created for the guerilla event.