Rotterdans

Scapino Ballet Rotterdam asked us to develop a strategy to attract young people to modern dance.

Their current audience is predominantly women over 45, which is not sustainable in the long term. We aimed to target open-minded young adults (15-23 years old) in Rotterdam who have an interest in the arts

I participated in an exciting project for Scapino Ballet Rotterdam. Our team, composed of three students from a university in Kortrijk and two students from Hogeschool Rotterdam, was tasked with making modern dance appealing to a younger audience in Rotterdam.

We devised a creative solution by incorporating QR codes into street art. These 'q-art codes' are placed in locations popular with our target demographic and, when scanned, provide access to information about Scapino dancers through a dedicated mobile app. The app allows users to collect dancers, learn more about them, and engage with the ballet in a fun and interactive way.

By collaborating with various street artists in Rotterdam and offering rewards for collecting dancers, we aim to captivate young people and encourage them to attend Scapino performances.