{
    "title": "Superkraft continues to question everything for Design Museum Gent ",
    "modified_at": "2026-09-22 07:44:50",
    "published_at": "2026-09-22 09:24:00",
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    "body": "<p style=\"text-align: left\">After three years of renovation, Design Museum Gent is reopening its doors with a new wing. Superkraft has developed the entire reopening campaign as well as the new positioning: &lsquo;Keep questioning everything.&rsquo; </p><p style=\"text-align: left\">This idea positions the museum not as a destination, but as a starting point. Because the design of every object around us was, at some point, born out of a question. The museum&rsquo;s true value therefore lies not solely in the visit itself, but in what happens once you leave. You become more curious, more critical. Questioning everything doesn&rsquo;t stop at Design Museum Gent. That&rsquo;s where it all begins. </p><p style=\"text-align: left\">This idea is also explored in a film and on the radio. A person is in the museum and starts asking one question after another. A stream of thoughts that seems never-ending. </p><p style=\"text-align: left\">The campaign is being rolled out on television, in cinemas, on social media, on the radio, in the press and via out-of-home (OOH) advertising. </p><p>&nbsp;</p><div id=\"video-8a887e1c-e6c9-4bad-911b-2a9d4dcbd0d6\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fcdn.uc.assets.prezly.com%2F05e4f8ba-2305-459a-8338-1fa1ef176802%2F4x3_30S_MAGDA_OPENING%2520(1).mp4%23_cb1789980795&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script>\n</div><div id=\"video-0461520b-7308-4c5f-9942-8aeb80d0bd4d\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div><div style=\"left: 0; 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left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script></div><div class=\"release-content-embed release-content-embed--rich release-content-embed--contained\" id=\"embed-88185221-b2f1-41c2-91d7-d5345f7c7b32\"><div><div style=\"left: 0; width: 100%; height: 400px; position: relative;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fsoundcloud.com%2Fsuperkraft-980195922%2Fdesign-museum-gent-opening-1%3Fsi%3D475cc183008f4674ae4e2e88a6b7bcbb%26utm_source%3Dclipboard%26utm_medium%3Dtext%26utm_campaign%3Dsocial_sharing%23_cb1789981285&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script></div>\n    <figure\n        class=\"release-content-image release-content-image--contained release-content-image--align-center\"\n        data-component=\"image-zoom-popup\"\n        data-image-zoom-popup-selector=\".release-content-image__image\"\n        data-image-zoom-popup-i18n=\"data:application/json;base64,eyJEb3dubG9hZCI6IkRvd25sb2FkIn0=\"\n        data-image-zoom-popup-tracking-views-event=\"Story Image View\"\n        data-image-zoom-popup-tracking-download-event=\"Story Image Download\"\n        data-image-zoom-popup-placement=\"content\"\n    >\n        <div class=\"image-thumbnail-rollover\" style=\"width: 100%\">\n            <img\n                src=\"https://cdn.uc.assets.prezly.com/449e9256-6e53-4589-8c51-ea9825554f7a/-/format/auto/\"\n                                class=\"release-content-image__image image-thumbnail-rollover__image\"\n                data-description=\"\"\n                id=\"image-449e9256-6e53-4589-8c51-ea9825554f7a\"\n                data-id=\"449e9256-6e53-4589-8c51-ea9825554f7a\"\n                data-original=\"https://cdn.uc.assets.prezly.com/449e9256-6e53-4589-8c51-ea9825554f7a/-/inline/no/Schermafbeelding+2026-09-21+om+11.42.44.png\"\n                data-mfp-src=\"https://cdn.uc.assets.prezly.com/449e9256-6e53-4589-8c51-ea9825554f7a/-/format/auto/\"\n                alt=\"Story image\"\n            />\n            <div class=\"image-thumbnail-rollover__caption\">\n                <svg class=\"icon icon-expand image-thumbnail-rollover__caption-icon\">\n                <use xlink:href=\"#icon-expand\"></use>\n            </svg>            </div>\n        </div>\n\n        <figcaption class=\"release-content-image__caption\"></figcaption>\n    </figure>\n<div id=\"video-fbf56f76-24b9-4ebc-87df-2824dad0af8c\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;\"><iframe data-iframely-url=\"https://iframely.net/api/iframe?url=https%3A%2F%2Fcdn.uc.assets.prezly.com%2Fa8d52e82-d0d4-4599-a54a-881b7eb71520%2F4381_DesignMuseumGent_Digital_Marketing.mp4%23_cb1790059392&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://iframely.net/embed.js\" charset=\"utf-8\"></script>\n</div><p><strong>CREDITS</strong> \u200b </p><p style=\"text-align: left\">Agency: Superkraft </p><p style=\"text-align: left\">Client: Design Museum </p><p style=\"text-align: left\">Client contact: Jonas Tavernier, Charlotte Huyghe, Margot Van Hove </p><p style=\"text-align: left\">Managing partners: Lien Brouillard, Sam Lagaert </p><p style=\"text-align: left\">Creative Director: Koenraad Lefever </p><p style=\"text-align: left\">Strategic Director: Jef Raeman </p><p style=\"text-align: left\">Account: Julie Meirlaen </p><p style=\"text-align: left\">Creatives: Girbe Bogaerts, Yannick De Haes </p><p style=\"text-align: left\">Design Director: Caroline Vanneste </p><p style=\"text-align: left\">Design: Arnaud Segers, Nicky Silversmet, Caroline Vanneste </p><p style=\"text-align: left\">Motion design: Casimir Desmet, Nicky Silversmet </p><p style=\"text-align: left\">Digital &amp; Data: Lennert Balcaen, Sven Jacobs </p><p style=\"text-align: left\">Director: Pim Vergeest </p><p style=\"text-align: left\">Director of Photography: Arno Weijdema </p><p style=\"text-align: left\">Radio &amp; Sound: Sonhouse </p><p>&nbsp;</p>",
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