UNFOLD ART X SORA LIGHTSHOW
SORA | Audiovisual light installation by NONOTAK x Cultuurdorp Westergas
Unfold.art is a travelling art concept redefining immersive experiences by stimulating all the senses. Blending art, technology, new media, and music, each edition brings together innovative artists in a fully immersive light art show. Amsterdam serves as the annual starting point, from where the concept travels to black box locations around the world.
This year, Unfold.art presented SORA by artist duo NONOTAK at the iconic Gashouder in Amsterdam. The audiovisual installation invited visitors to step both inward and outward, creating a meditative yet expansive experience that blurred the boundaries between space, light, and self.
How we started
To bring SORA to a wider audience, So PR launched a targeted PR campaign five months ahead of the premiere. The aim: secure coverage across fashion, business, culture, family, and art media, both in print and online.
The campaign resulted in major features in leading Dutch titles, including De Telegraaf, de Volkskrant, FD Persoonlijk, and JFK Magazine. Unfold.art x SORA was featured as a “must-see” in the December and January print editions of Marie Claire and Grazia.
In addition, titles such as Trouw, Het Parool, Cosmopolitan, and Amayzine included SORA in their weekend tips.
To deepen the story, artist duo NONOTAK were interviewed by De Telegraaf during the show’s preparations in Stockholm. The feature explored the development of SORA and the broader future of light art.
On air
To amplify visibility even further, So PR secured a live broadcast of Jinek, one of the Netherlands’ leading daily talk shows, from Unfold.art at Westergas. Founder Jeroen Fontein and Naut Donders joined the show to talk about SORA, while NONOTAK presented a live preview of the installation.
The broadcast reached over 680,000 viewers, bringing SORA into living rooms across the Netherlands.
Live roundtable discussion during the Jinek broadcast at Westergas
Guestlist premiere
Alongside press coverage and TV exposure, So PR curated the guest list for the SORA premiere, welcoming over 300 Amsterdam-based influencers and cultural tastemakers.
The evening was designed to spark anticipation and create a sense of exclusivity, ensuring SORA stayed top of mind well beyond the event itself.
Following the premiere, So PR amplified momentum with a post-event press release featuring the first official imagery of the show.
Giveaways
So PR activated ten online giveaways to amplify buzz and drive audience engagement around the show.
TOTAL Results
Newspapers
Artist duo NONOTAK were interviewed by De Telegraaf during the show’s preparations in Stockholm
Interview (6 pp.) in weekend insert magazine FD Persoonlijk | daily newspaper FD
Article in daily newspaper De Volkskrant
Magazines
Interview Naut Donders in JFK
Out & about in Grazia
In the Spotlight in Marie Claire
Online
