100 Years of Luxor Theater

In 2017, Luxor Theater celebrated a remarkable milestone: 100 years of theater history in Rotterdam. To mark this festive occasion, Mothership developed the concept for the Artiestenparade. In addition, Mothership was responsible for its design, production, and project management.

The kick-off took place on April 19, 2017, at the new Luxor Theater. The parade features life-sized cut-outs of iconic artists who have played an important role in Luxor’s history, including Wim Kan, André van Duin, Waardenberg & De Jong, and Édith Piaf. Placed throughout the streets of Rotterdam, these figures invite passers-by to take photos with their heroes.

Each set consists of a flagpole, a velvet pouf displaying the name of a partner, and an artist. Companies and individuals were invited to congratulate Luxor by adopting one of these sets. During the launch, several organizations — including Spido, Rabobank, and the Port of Rotterdam — joined as partners in this special “red carpet” project.

In December 2017, one hundred icons formed a route between the old and the new Luxor Theater, making a century of culture visible and tangible throughout the city of Rotterdam.