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TRAUM
sk-001
BI Brand identityBS Brand strategyP PartnershipsM Marketing
Case
TRAUM is a club that functions as a living environment, shaped by bodies and intention. Every night follows a different pattern, formed by who’s playing, who’s dancing, and everything in between. It never locks itself into one format or formula. Each night leans into curiosity, risk, and the freedom to explore. The crowd reflects that philosophy, there’s no single type of person who “belongs” at TRAUM. Queer communities are free to take up space, while younger dancers shape their musical taste in real time. The room sits at the intersection of underground heads drawn to hypnotic sounds and seasoned ravers who’ve been around long enough to listen closely. Here, different worlds collide and coexist — sometimes even within the same night.
the launch [2025]
After more than five years of silence, the historic building that once housed Café d’Anvers was set to reopen — not as a replica of the past, but as a contemporary nightclub rooted in what made it matter in the first place. Heritage brings memory, but also expectation. The space still carries the weight of the ’90s, yet the ambition wasn’t to recreate those years. Instead, it was to reintroduce their underlying principles: intimacy, presence, and collective experience. Together with Vrints-Kolsteren that shared ambition translated into the identity of TRAUM. Visually, it leans into anonymity and atmosphere. High contrast, deep shadows, and layered blurs dissolve the dancer into the moment, shifting the focus from performance to presence. Communication during the first year follows the same logic. Rather than broadcasting outward, it operates as a two-way system — opening dialogue with the audience and centring their experiences and stories. Because in the end you can ask yourself: “What is a club, but it’s people?” View the launch campaign
Human Patterns [2026]
Strategic direction requires the courage to test, the discipline to measure, and the insight to optimize. After a year of calibrating efforts, TRAUM’s accumulated customer data offers a definitive understanding of how audiences move through the journey — translating into a clear roadmap based on proven behavioural insights. Beyond timing, the data also clarified context. It highlighted when and where tickets are typically purchased, and showed how different events attract distinct audience segments. These insights now inform how campaigns are structured, how communication is timed, and how programming decisions are made - based on behaviour rather than assumption.
Measured over time(2025)
instagram
Followers: + 20.100Interactions: + 54.500Reach: + 1 millionLink clicks: + 28.700Profile visits:+ 215.900
facebook
Interactions: + 18.000Link clicks: + 32.200Visits: + 191.500Followers: + 3500
In practice
Please note: My work and creative direction on TRAUM's channels are represented exclusively in the posts dating from October 2024 through March 2026; content published after this timeframe was produced under different creative direction.
Content
SELECTED VIDEO WORK - Shot and edited in-house 01. ONE YEAR TRAUM02. END OF SEASON 202503. PRIDE 202504. MOODYMANN TEASER05. ROMY INTERVIEW06. JEFF MILLS TEASER SELECTED VIDEO WORK - Shot and edited on assignment 01. MARINE INTERVIEW02. MOTHER'S HOUSE03. VLAD SOLOVOV INTERVIEW04. ENFNTS TERRIBLES SLOWMOTION
Those involved
ASSIGNMENT STUDIO KRING:01. Brand Strategy: DNA development & data-driven insights.02. Marketing Management: End-to-end digital and physical campaigns.03. Digital Ecosystem: Website management, email marketing, and email automation.04. Social Media: Full-cycle strategy, content production, and video editing. 05. Community & Operations: Ticketing and ambassador programs (Paylogic & Innercrowd). VRINTS-KOLSTEREN:01. Brand Identity: Developing visual DNA