EUROPEAN DEBUT
CLIENT
MAD Architects
TYPE OF CLIENT
Architectural Firm | Cultural Project
CATEGORY
Press | Social | Digital Campaign
BRIEF
MAD Architects marked its European debut through its first cultural project outside China: Fenix Museum of Migration. The challenge was not announcing a new building. It was introducing an architectural philosophy shaped by movement to a continent already defined by it.
METHOD
The campaign followed architect Ma Yansong between Beijing and Rotterdam, reframing the project through personal (hi)stories of movement, migration, and belonging.
IMPACT
Premiering on Designboom and circulating through international press briefings, the film framed MAD’s European debut as a cultural arrival rather than an architectural export. It expanded the studio’s institutional presence while positioning Fenix as a meeting point between continents.
PREMIERED
ROLE
Creative Director | Strategist | Executive Producer | Writer
