StudioSpass created the identity, the printwork and the exhibition design for FLORIDA in het Gemaal op Zuid.

New artists’ initiatives in Rotterdam Zuid; De Player, ADA,
SENSATIONAL MIX, NAC. A research exhibition by TENT.Rotterdam.

With the research exhibition Florida, TENT. aims to map out the connections and identities of these new initiatives. In the coming years, the southern district of Rotterdam will experience far-reaching renovation. What might art contribute materially and intrinsically to the quality of Rotterdam Zuid? The well-known ‘Creative Class’ theory of Richard Florida is often used to legitimise the policy of locating creative entrepreneurs in residential areas. But what do artists themselves seek in this changing district? How do they see their relationship with the public and their role in Rotterdam Zuid?