BIG ANNIVERSARY SHOW

For the 50th anniversary of Hoog Catharijne, we were asked to develop a spectacular anniversary show in downtown Utrecht. Well-known artists Antoon and Davina Michelle provided live performances from an impressive stage on the water during The Big Anniversary ShowThe Groundbreakers won the pitch from property owner Klépierre and was allowed to develop and produce the special anniversary show.

Exactly fifty years after the opening by Princess Beatrix on 24 September 1973, thousands of visitors gathered on and around the Utrecht Singel to celebrate the golden anniversary. An imposing stage on the water in front of the entrance to Hoog Catharijne on the TivoliVredenburg side rose for The Big Anniversary Show. More than 4,000 visitors enjoyed the free show from stands on the quays or on boats in the water. The memorable show was presented by Utrechter Tim Senders, known from Streetlab.

Mayor of Utrecht, Sharon Dijksma, and Shopping Center Director Rinus Griep opened the evening, after which the audience enjoyed a jam-packed entertainment programme. Highlights of the show included live performances by pop artist Antoon and singer Davina Michelle and her band. At the end of the anniversary show, the history of Hoog Catharijne and its connection to the city of Utrecht was highlighted, after which dancers on the water catwalk, fire throwers, light artists and mermaids formed a dazzling grand finale. The Big Anniversary Show was a wonderful finale to the iconic shopping centre's 50th anniversary.

Brand experience agency The Groundbreakers developed and produced Hoog Catharijne's anniversary show on behalf of owner Klépierre. The Big Anniversary Show was the end of the three-month anniversary campaign in which events and activities in and around the shopping centre were organised every week by the agency. These included a ten-day children's party XXL, interactive pop-up experience about history, game show with human grabbing machine 'Lucky Crane' and a boat taxi shuttle service that took visitors from the city centre across the canals to the shopping centre.