Calvin Klein - Pride Campaign

An artwork by Sarah Naqvi, executed by MooieMuur on a fully wrapped façade on Hazenstraat.

For Calvin Klein’s 2021 Pride campaign, MooieMuur collaborated on a unique façade transformation in Amsterdam. At Hazenstraat 18, we brought the artwork *Etymologies of Erasure*—created by artist Sarah Naqvi—to life. Rather than using a traditional wall, we transformed the building’s entire frontage, including the windows, door, and architectural details.

From façade wrap to hand-painted art

Not every campaign fits onto a standard wall. For this project, we first covered the façade in adhesive film, then hand-painted the artwork directly onto the wrapped surface. This allowed the design to flow seamlessly across various surfaces, uninterrupted by the building’s existing structure.

This combination of wrapping and painting enabled the entire frontage to become an integral part of the campaign—a creative solution where the technical execution was just as vital as the final visual result.

A unique execution for Calvin Klein

The original artwork, *Etymologies of Erasure*, was designed by Sarah Naqvi. MooieMuur handled both the application of the film and the painting process, translating the existing design into a large-scale, façade-filling installation within the Amsterdam streetscape.

This project demonstrates that hand-painted advertising need not be confined to a flat wall. By combining different techniques, we can incorporate windows, doors, and other architectural elements into the execution of a campaign.

Your campaign at a unique location?

Do you have a campaign concept that calls for something beyond a traditional mural? MooieMuur will help you explore the technical and creative possibilities for your chosen site. From building wraps to hand-painted advertisements, we find an execution that perfectly suits both your design and the building itself.

Get in touch with us to discover how we can bring your campaign to life.