The Algemeen Dagblad started in October 2018 with the weekly broadcast of the online AD De Ochtendshow to go. De Persgroep had commissioned TV director Jim Fokke to develop a concept for the morning show. It should meet the need to market the news faster.
‘In the set design, all disciplines of a successful online format had to come together such as presentation, styling, light, form and color.’
The starting point of the set design
Developing the concept of the set was in close collaboration with TV director Jim Fokke commissioned by De Persgroep. The starting point was a trendy coffee corner with luxurious coffee and tea. Firstly, it was important to make the early guests feel welcome in the set to discuss the news of the day. In the second instance, the the set should also have its own recognizable identity in addition to the AD style.
The AD studio
The professional TV studio is located on the twelfth floor at the former station post office in Rotterdam. The building has been redeveloped into a modern office building. The floor is characterized by the double facade with many windows and a beautiful view over the neighborhood behind the central station. The studio itself also has a special retro interior. Because the building is listed as cultural heritage, the challenge in this project was the integration of the set.
Hip coffee corner.
In the design of the coffee corner I used warm, natural authentic materials such as the oak in combination with robust steel and fresh tiles – the typical Metro tiles. I have also taken into account the environment by using energy-efficient LED lighting. One of the studio doors was finished with chalkboard paint and is used as an announcement board for the coffee suggestions. The furniture were stylish and functional.
The set pieces including the set furniture were fabricated and built by the construction company decor Unbranded Experience. The light decoration and the studio lighting was supplied by the Lichtmacht.