Beautiful role for L’essence de Mastenbroek in the municipality of Museum Den Haag
Birthe Leemeijer
DISCIPLINES
Brand identity, Exhibition, Packaging, Product
DISCIPLINES
Brand identity, Exhibition, Packaging, Product
About the exhibition
With Holland op z’n mooist, the Gemeentemuseum Den Haag presents a major exhibition with over a hundred magnificent works. Stories are told about the significance of and the changes in the Dutch landscape.They painted the Netherlands at its most beautiful, with grazing cows, windmills and fresh clouds. Weissenbruch, Mesdag, Gabriëls, Mauve and other painters of the Hague School went out and managed to capture the Dutch landscape in a captivating way. So captivating, in fact, that their iconic scenes still define the Dutch identity today.
L’Essence de Mastenbroek is a perfume that expresses life in the Mastenbroek polder in various shades of scent. Visitors to the exhibition are tempted to put on the perfume. In this way, they spread the polder scent through the Dutch landscape in the municipal museum.
About the Design
The visual identity of L’Essence de Mastenbroek was a collaborative effort between Studio Renate Boere and Birthe Leemeijer. The logo ‘LEM’ pays homage to the angular landscape of Mastenbroek, while the perfume bottle is elegantly wrapped in a silk pouch, recalling traditional reuse practices for perfume containers and emphasizing the brand’s commitment to sustainability—L’Essence de Mastenbroek can be refilled at its source in Mastenbroek. Each perfume box features images capturing scenic views from the perspectives of Mastenbroek residents, offering a glimpse into their farming landscapes.
At Bijenkorf Amsterdam, the display was curated in partnership with Bijenkorf stylists and Birthe Leemeijer, creating an immersive retail experience. Outside, 25 posters served as direct advertisements, presenting L’Essence de Mastenbroek in its most authentic form.
Furthermore, L’Essence de Mastenbroek gained exposure at the Milan Furniture Fair (2006), showcased as part of Ahrend’s ‘Behind the Scene’ exhibition. This exhibition underscored Ahrend’s design ethos centered on functionality and sustainability, featuring Dutch artists and designers whose work resonated with these principles.
Colophon
Concept: Birthe Leemeijer
Packaging design: Renate Boere