Spurring Rotterdam youth into action
Museum Rotterdam presents GIRLPOWER, a transformative exhibition geared towards getting young visitors moving. The objective of the NorthernLight-designed exhibition is of particular importance to the city of Rotterdam, where insufficient exercise is all too common among children. GIRLPOWER’s interactivity sets visitors in motion, and – thanks to several partners in Rotterdam offering free access to challenging sports clinics – the action continues once they leave the museum. Rotterdam has produced many top athletes and still does so today. With GIRLPOWER, Rotterdam Museum gives the city’s sports heroines their deserved gallery of honour while taking a social stand.
The city as a playing field
The streets of Rotterdam form the stage for GIRLPOWER, an exhibition whose three pillars are inspiration, motivation and activation. Exhibition-goers learn about the emancipation of women in sports, discover the evolution of sportswear, and find inspiration in the backstories of Rotterdam sportswomen, from such young talents as kickboxer Amira Tahri to historical icons like Rie Mastenbroek. GIRLPOWER is action-packed: visitors can cycle alongside Leontien van Moorsel, swing a hockey stick with Fatima Moreira de Melo, sprint with athlete Nelli Cooman, powerlift with Melaica Tuinfort and spar with boxer Nouchka Fontijn. After touring the museum, visitors are motivated get physical: they can register for free at many of Rotterdam’s various sports clubs, taking up anything from football and hockey to (kick)boxing and swimming.
GIRLPOWER is an inclusive and inviting experience for the youth of Rotterdam and their compatriots. Every aspect of the scheme – the urban look and feel, iconic photography, empowering videos, activating quotes, and playfully designed interactive sports courts – will stimulate young people to move. Set to be the most active exhibition of the year. For this project, NorthernLight worked in close collaboration with Heijmerink Wagemakers.
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