A look back at an inspiring press preview and VIP opening celebrating 25 years of the TextielLab at the TextielMuseum in Tilburg.

At the end of March, the TextielMuseum opened the exhibition Mens <3 Machine to mark the 25th anniversary of the TextielLab. The exhibition showcases how human creativity and technological innovation come together in groundbreaking textile design, celebrating a quarter century of experimentation, collaboration, and craftsmanship.

For this special milestone, we were responsible for the press invitations and, in close collaboration with the TextielMuseum, developed a content-driven press preview centered around the exhibition. By strategically scheduling this preview ahead of the existing VIP opening, we created a continuous experience for the press—from in-depth context and storytelling in the afternoon to meaningful connections with makers, designers, and the international design community in the evening.

From exclusive previews and in-depth guided tours led by Hebe Verstappen (Head of TextielLab) and Danique Klijs (exhibition curator), to a behind-the-scenes look at the making process and the Advanced Textile Program—the press preview offered guests not only first access to Mens <3 Machine, but also a deeper understanding of the story behind it: the ongoing dialogue between human and machine, and 25 years of innovation within the TextielLab.

The preview transitioned seamlessly into the evening, where makers, designers, and relations from the art and design world gathered for the VIP opening—an opportunity to connect, exchange ideas, and celebrate a quarter century of craftsmanship and experimentation.

A successful press activation in which content, experience, and the right network came together, positioning the TextielLab prominently within relevant national media.