Luxor Theater Rotterdam

Luxor Theater is a partner we’ve been working with for many years. The theater has evolved, and so have its audiences, its programming and its surroundings. The question was clear: how do we refresh a beloved brand without losing its iconic presence? A new chapter was unfolding, in the building, in the neighborhood and in Luxor’s role within the city.

Client
Luxor Theater

Services
Brand positioning, Brand identity, Brand collateral

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Luxor Theater

A new direction rooted in Rotterdam

The theater is shifting from a primarily presenting stage to one with a meaningful social role, using art and culture to strengthen connection in the ever-changing city of Rotterdam. This shift aligns with Luxor’s brand DNA, built around two pillars: top-level entertainment and being ‘the podium for the city,’ a creative meeting place where all Rotterdammers can feel at home.

At the same time, the neighborhood around Luxor is transforming Including the development of the new Rijnhavenpark. Which literally reshapes Luxor’s front yard and expands its role in the district. With the city, its audiences, and its cultural ecosystem changing, Luxor needed a clearer, future-proof positioning that embraces its broadened community focus while staying true to its iconic roots.

A flexible identity

The visual identity is formed around a big pointer. A shape that directs your attention. It becomes a dynamic system that adapts across formats, with a focus on motion, social content and digital communication. The identity remains powerful in outdoor applications and print as well, from large-scale posters to environmental graphics, ensuring consistency across every touchpoint. Eagerly took care of development of the website.

A cohesive, recognizable brand across every medium

The result is a fully coherent brand identity that works everywhere, online, offline, in motion, at the venue and across the city. A system that feels unmistakably Luxor, no matter the medium. And most importantly: a visual language that connects with its audiences and strengthens Luxor’s position in a changing cultural landscape.