Royal Opera Of Wallonia

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Royal Opera of Wallonia

Imagining and designing an oniric
universe to promote the upcoming
season of a renown Belgian opera house

Liège, Belgium

2016 - Ongoing

/01 Context

  • Design
  • Branding

The Royal Opera of Wallonia, or ORW as we call it, is famously renown for their audacity when it comes to producing and directing Operas. Dogstudio earned the difficult task to do justice to their amazing curation by imagining the best way to tease and inform the public about the upcoming season.

A  challenge that became even trickier when we learned there wasn’t any photographic content we could get for any of the Operas. It quickly felt like the right opportunity to build something entirely new in a sector with the difficult task of constantly reinventing itself.

/02 The ideals

Attract a new audience

It’s no secret, the audience of the Opera is often seen as aging, and even though it’s not as old as we may initially think it is, there is nevertheless a critical challenge to constantly grow the attendance of younger audience members. With their curation already going in that very direction, we quickly identified they were an easy victim of common misinformation, and we therefore aimed at changing the typical approach.

/03 The right tone

Tell me a story

The ORW came from a few years of purely typographic visuals to seduce potential customers, through large-sized displays located all over the city. The issue was a lack of attraction and emotional engagement for most bystanders, leading to a total indifference for people outside their core audience.

We therefore challenged that approach and came with a totally different idea. As as a lack of shooting budget led us to get creative with our solutions, we suggested to entirely craft cinematic and oneiric visuals to represent each Opera and recurring activity they organized.

Yes, there was an increase in the number of yearly sold memberships and a clear renewal of the average-age in those subscribers. The ORW also had the unusual experience of people dropping by their office, who had never seen the opera, to ask if the posters we available for purchase.

We then moved to creating everything from the season brochures, to posters and flags that could be found everywhere in the city.

We gave the same approach of symbolism to all the extra events taking place during the year, so we could ensure a consistent and equally engaging result.

Henry Daubrez / Creative Director at Dogstudio

/04 Extra events

More than just Operas

The Royal Opera of Wallonia organizes parallel activities throughout the year. Activities for children, open days, concerts,… A visual was also created for each of these activities. Unlike operas, they will be used for 3 to 4 seasons.

/05 Outcome

Did it work?

Yes, there was an increase in the number of yearly sold memberships and a clear renewal of the average-age in those subscribers. The ORW also had the unusual experience of people dropping by their office, who had never seen the opera, to ask if the posters we available for purchase.