‘There will be Fate’, the 2023-24 La Monnaie season campaign took away the first prize in the category ‘Design’ at the Creative Belgium Awards.
For 17 years, La Monnaie has been developing its campaigns in collaboration with Brussels-based Base Design. For the current season, we investigated how the central theme — the inevitability of ‘Fate’ — could be appropriately translated in the accompanying visuals and found the answer in a deliberate loss of human control over their creation. La Monnaie content writers and dramaturges reduced the plot of each opera to a single tagline, which was then fed as a prompt to artificial intelligence programmes. The result was a seemingly endless variety of images, a creative dance with the invisible forces that increasingly rule our world. Not to definitively eliminate the human artist, but to open the debate on how this new tool should be handled appropriately.
For this innovative concept, which has its counterpart in the campaign for the new 2024-25 season, La Monnaie and Base have now won the first prize in the Design category of the Creative Belgium Awards, one of the most important prizes in the creative sector.
From 3 June to 22 September, La Monnaie and Muntpunt are transforming Rue Royale—the small street between their buildings—into a vibrant summer spot. A long table will serve as a welcoming meeting place where locals and passers-by can read, have lunch, play board games, or simply soak up the sun.
To mark Pride Week, La Monnaie decorates its façade in rainbow colours, to show its unwavering support for the LGBTQIA+ community.
A real feast for the eyes and ears in 2023, La Monnaie’s production of Tchaikovsky’s most intimate and celebrated opera, directed by Laurent Pelly and conducted by Alain Altinoglu, is now available on DVD, Blu-ray and streaming via Naxos.
