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Anti-Hufter Club
My graduation project at Artemis Academie started from something that had been nagging at me: nightlife in Amsterdam has slowly turned into one of the city's biggest safety issues. That felt backwards to me. A night out is supposed to be where you can let go, be yourself, celebrate. It's not a place where you have to brace for how people are going to treat each other.
That question is what drove the research: what actually causes people to turn nasty towards each other on a night out, and what can that tell us about fixing it?
The answer became the Anti-Hufter Club; an awareness campaign and community built around one goal: getting friendliness and respect back into Amsterdam's clubs.
Clubs sign up as partners and, once they do, they carry the "anti-hufter" label. That label comes with real changes on the floor. Trained anti-hufter staff move through the club all night, approachable, easy to spot, there for a chat if you need one, or ready to step in if something's actually going wrong. Around the space, posters catch people in their quiet moments, at the lockers, in the bathroom, nudging self-awareness right when it lands best. And there's a calmer room set aside just for taking a breather, which isn't just a nice extra: research shows that people who get a real moment of rest during a night out are far less likely to turn aggressive later on.
Put together, staff, small design cues and a place to reset turn 'just be nice' into something a club can actually deliver on. The goal, at the end of it, is straightforward: nightlife that feels good again, safe, welcoming, and worth going out for.
Fictional brand concept developed in 2024 as part of my bachelor's at Artemis Academie