NETFLIX, AMSTERDAM EMPIRE

For the premiere of Amsterdam Empire, IT’S YES produced a full red carpet experience for Netflix in Amsterdam, in collaboration with Paloma and WE MAKE YOU HAPPY. Hosted at Muziekgebouw aan ’t IJ, the event combined a high-profile arrival moment with a post-screening transformation, requiring both precision and speed in execution.

The entrance was defined by a 15-meter red carpet and a custom-built backdrop, designed to frame the arrival of cast members, including Famke Janssen. Adjacent to the venue, a temporary tent was fully transformed to manage guest flow and extend the experience beyond the red carpet moment.

IT’S YES translated the creative concept into a detailed scenic build, combining wood construction, custom mouldings and 3D-printed elements. Velvet-printed fabrics added depth and richness to the first setup, creating a premium, cinematic atmosphere aligned with Netflix standards.

A key complexity of the project was the transition between two distinct environments within a tight timeframe. During the screening, the full setup was rebuilt in under two hours. The initial red carpet environment was transformed into a second scene featuring large LED walls with dynamic text, inspired by a Times Square aesthetic. Custom scenic elements from the first setup were repurposed as part of the second, ensuring continuity between both worlds.

A mirrored bar, finished in reflective dibond, acted as a central element tying both setups together, capturing and amplifying the visual language of each phase. From build to breakdown within the same day, the project balances craftsmanship, speed and adaptability, delivering a seamless premiere experience from arrival to afterparty.