Reflecting the City

2024 was our sixth year working with the IAF on the brand campaign for Open House Dublin (OHD). Each year the festival hosts 200+ events and engages 25,000 people in their programme and each year, the challenge for us is to create a cohesive promotional campaign and digital experience that intrigues new and old audiences alike. The campaign must spark interest, so the festival can ignite conversations about architecture, design and cites.

In 2024 we turned the view around to unveil a new perspective. Following on from 2023 we chose a photography led direction, but this year the city inhabitant was faceless and the focus was reflected back towards the city itself. Holding a large rectangular mirror, the protagonist appeared in locations across the county, capturing architectural images that symbolise the programme’s diversity.

The photography was paired with a refined serif typeface, giving the campaign an air of sophistication and positioning it as well established and timeless within the cultural festival season. Our design was applied consistently across all touchpoints – from promotional print and environmental graphics to social media and the website. Significant updates to the website improved functionality and refined the aesthetic to complement the new campaign. The reflective photographic imagery was centre stage and resonated across multiple platforms.

The Open House 2024 campaign captured a vibrant urban spirit, engaging over 25,000 people and reinforcing the festival’s reputation as a dynamic cultural event. The cohesive visual narrative elevated the festival’s promotional efforts and enhanced audience engagement, positioning Open House Dublin as a leading platform for architectural dialogue in the city and beyond.