Hoog Catharijne

Call of the Mall was a special, three-month project during which Hoog Catharijne
offered high-quality artistic programming while affording national and international
artists the opportunity to exhibit their work. These exhibits were available not just
in the shopping centre, but on roofs, in car parks, and the offices that form part of
the complex as a whole. It was an enormous artistic happening in one of the
busiest transport nodes in the Netherlands.
City of Utrecht
330.000 inhabitants
4th city of the Netherlands
The Central point of The Netherlands
A real alternative to Amsterdam
The Dom Tower is the highest church tower in The Netherlands
Hoog Catharijne
Busiest shopping centre in
The Netherlands with over
26 million vistors per year
- 76.000 m2
- 150 stores
- year of construction 1973
Communication
- Flyers
- Website
- Social Media
- Free Publicity
- Programme books
- Education for kids
- Indoor Maps
Publicity
“Hoog Catharijne is not the kind of place that lends itself to
art, which makes this exhibition all the more special.”
- Algemeen Dagblad
“Art in Hoog Catharijne, not just a pipe dream” - Sandra
Smets, NRC Handelsblad
"Utrecht has put itself on the map by presenting a not-to-bemissed exhibit in the public areas.“ - Trendbeheer
"An artwork that has to be guarded because it’s so popular
everyone wants to touch it. Now who’s bold enough to say
that the Dutch are unimpressed by visual art?"
– Mondriaan Fonds
Grand Opening 12th of June
Education for kids and Tours
Tours
Tours were held Thursday evenings, Fridays,
Saturdays, and Sundays during Call of the
Mall. Tours cost EUR 5 per person and lasted
75 minutes.
Education for children
The educational programme gave children
the opportunity to look at Hoog Catharijne
through the artists’ eyes.
The programme began with an introduction
by the programme’s instructor. Each child
received a Shopping Bag fills with research
materials.
Pictures
Art
objects
Results
-
Advertising value: EUR 500,000
100,000 extra visitors in 3 months
who came to the shopping centre
to see the exhibition.