Lorenzo Milito

Hello, I'm Lorenzo Art Director and Illustrator based in Amsterdam.

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KLM Pride House

To celebrate WorldPride Amsterdam 2026, KLM and Dentsu Creative commissioned a large-scale installation for the KLM Pride House under the campaign "Fly As You Are."

The brief was to create a façade that would immediately feel unmistakably KLM while celebrating Amsterdam, inclusion and the spirit of Pride. The installation would transform the entrance of KLM Pride House into a welcoming landmark, reflecting the campaign's message that everyone should feel free to be themselves.

Client: KLM
Agency: Dentsu Creative Amsterdam
Role: Art Direction & Illustration

The Design

Drawing inspiration from one of KLM's most beloved brand assets, the collectible Delft Blue miniature canal houses gifted to World Business Class passengers, I reimagined one of these iconic ceramic houses at architectural scale. The artwork was created entirely in vector to ensure perfect scalability for large-format production, then enriched with hand-painted textures to recreate the depth, imperfections and tactile quality of traditional glazed ceramics.

 

The Installation

Measuring approximately H 14 x W 7.70 x D 1.0 meter, the final artwork was printed as a building mes banner wrap and installed on the façade of a building, located in the courtyard of The Grand, in the heart of Amsterdam during WorldPride 2026.

 

Watch the video teaser

 

Initial Concept Art and Art Direction

The creative challenge was to transform a familiar object into an architectural experience. Beginning with a simplified sketch, the illustration established the composition, proportions and key architectural features before evolving into the final textured artwork inspired by traditional Delft Blue ceramics.

 

3D visualisation of the House

The illustration was translated into photorealistic 3D renders to visualise the installation before production. Beyond supporting the design approval process, the renders were also featured on the KLM Pride House landing page as part of the campaign's pre-launch communication.

 

More than a decorative installation, the Pride House became a place of connection and safety. A welcoming space for international LGBTQIA+ activists and visitors from around the world. The project reflects KLM's long-standing belief that aviation brings people together, echoing Albert Plesman's words:

"The ocean of the air unites all people."

A message that feels especially relevant during a WorldPride whose central theme was Unity.

Credits

Client
KLM Royal Dutch Airlines

Agency
Dentsu Creative Amsterdam

Services
Art Direction • Illustration • Environmental Graphics

Deliverables
Large-scale façade illustration • Print-ready vector artwork

Location
Amsterdam, The Netherlands

Year
2026