We understand the importance of the Pride flag, its many iterations, and its extraordinary history, and wanted that history to inform the new.
To that end, acknowledging how Baker’s colours were a symbolic message, we modernised that sentiment by literally taking all of the colours from every flag of the community and creating our own gradient. To us, this gradient symbolises inclusion, safety and welcome.
We then ‘wrapped’ our gradient around interconnected moving tubes to reflect how the community is forever-changing and growing.
Keeping the original Pride flag colours at the design’s heart to ensure instant recognition, we hope people enjoy spotting the layers of iconography within our very own HATTER Pride flag.
In a time when queer spaces – and what they stand for – are being systematically dismantled and undermined, we want to highlight the importance of the relationship between queer culture and music.
This Pride, we want to take everyone to the dance floor to celebrate the uninhibited power of disco and house: genres that were created by the queer community so we could all have spaces to be who we wanted to be.
It enabled female, queer, Black and Latin artists to define their identities in increasingly fluid ways. Disco music is the perfect conduit to foster a sense of togetherness through diversity.
On the dance floor everyone is equal.
Our boat captures the euphoric feeling of dancing at a disco. Full of the diverse members of our community, everyone who makes it so rich and wonderful, it will amplify Amsterdam Pride’s tagline: ‘You Are Included.’
Reflecting the free ecstasy of the disco and house era, the colours, materials, and outfits will all come together to bring joy to those watching.
Our boat therefore not only figuratively reflects the energy of dance culture, but also literally reflects the viewers on the banks of the Amsterdam canals, adding another layer to the city’s official Pride message: ‘You Are Included.’
Channelling the free ecstasy of the disco and house era, the colours, materials, and outfits all come together to bring joy to those watching.
In a multi-phased process, 80sqm of carpet was laid, three raised podiums were installed, and 26 wooden panels were constructed and then covered in 1,200 individually-cut circular mirrors to create the exterior of the boat. The mirrors were attached at multiple depths (to create a visual “wave” effect) and a colour gradient was placed across the top.
For our finishing touches, we created various branded flags with a pulley system (to enable the boat to go under the many bridges), handheld protest placards, and every detail all the way to wristbands and pin badges for guests.
Our custom microsite for Reclaiming the Queer Dance Floor was accessible to boat guests and ticket holders, and was designed to get everyone in the mood for a party, while also providing essential information.
The microsite contained our Style Guide, Guidebook, Rules and Regs, and social assets. Each guest could use our bespoke social assets and GIFs on their social channels as a way to feel involved both before and during the event.
Check out the microsite here – HATTER PRIDE MICROSITE
We secured three top international DJs and an MC, two famous drag queens, a dance troupe, and a well-known character of the European leather scene to perform.
Cute Brute’s cheeky, irreverent and unapologetically queer designs capture the wonderful individuality that makes up the LGBTQ+ community.
As long-standing fans of the artist, we believe his unique work characterises everything Pride is about: pride and pleasure, passion and humour, respect and representation.
We also share some key values: creating work that enables meaningful and playful connections through a dedication to joyful impulsiveness, inclusivity and pushing boundaries.
Our HATTER Pride campaign struck a chord with both local and international press.
The It Gets Better Project is a global nonprofit organisation that seeks to uplift, empower, and connect LGBTQ+ youth.
It reaches millions of young people each year through creative storytelling, inspiring media programming, educational resources, international affiliates in 19 countries, and access to community-based service providers.
We love what this organisation stands for and so were delighted to be able to support it in continuing its wonderful work.
Lose yourself in the moment. Say, “F*** it, let’s see what happens”. Channel your inner desire to play. Stop caring about what anyone else thinks.
Fully embracing joyful impulsiveness – that’s Positive Recklessness HATTER-style. It’s about creating spaces where boundaries can be pushed, limits can be tested, and worries can be forgotten. It’s about finding moments of magic in the everyday and building experiences that can change lives.