Creating a classical music festival that appeals to all ages

Client

Wonderfeel is the largest outdoor festival for classical music in Europe, with over 100 performances by more than 500 musicians, playing for almost 10.000 visitors over the course of 3 days. Visit site: wonderfeel.nl

Challenge

In 2014, founders Georges Mutsaers and Tamar Brüggemann wanted to shake up the world of classical music concerts, using the elements that make pop- and electronic music festivals so successful. They asked Elwin as strategic advisor from the beginning because of his successes launching electronic music festivals and he is still actively involved until today in the festival’s Advisory Board.

Work

After careful market research, creative conceptualising, marketing, PR, production- and commercial planning advise to Wonderfeel’s founders, the first edition was a big success. The combination of the great and diverse music performances across 7 stages over 3 days, the beautiful 60 acre nature reserve as its environment, the diverse and creative side entertainment for all ages - including theater, art, poetry, literature, wine bars, food trucks and children’s activities that are both fun and educational - has proven magical.

Impact

Already from it’s first edition Wonderfeel has received tons of enthusiasm and recognition from visitors, press, critics and musicians alike, as the first full-blown - largest in Europe - multi-day, open air classical music festival and is growing bigger and better ever since. Wonderfeel currently launched an international spin-off, added it’s own ‘Wonderfeel Orchestra’, offers a year-round program next to the festival and has secured all applicable cultural funds to help its further development.