Netflix Launch Squid Game Season 2

PROJECT

In December 2024, the minimalist brutalist Oudaan building in Antwerp, designed by architect Renaat Braem and built in 1958, was transformed into a striking Squid Game set. Three massive inflatable symbols—a circle, a triangle, and a square—towered against the facade, bringing the iconic symbols to life. All windows were covered with stickers of the famous red-clad characters, creating a captivating, uniform crowd of guards.

At night, the inflatable objects and vinyl stickers lit up, forming a radiant tribute to Netflix’s city takeover in Antwerp. This creative project was realized in close collaboration with our client Citysmiles, an Antwerp-based advertising agency. The concept and design were crafted by Paloma, a creative agency from Ghent.

VINYL STICKERS

All 432 windows were adorned with stickers of the famous red-clad characters, each featuring one of the three geometric shapes on their masks. This created a mesmerizing, uniform crowd of guards.

The square symbolizes the highest-ranking figures, the guards. The triangle appears on the masks of the soldiers tasked with following the guards’ orders. The circle represents the lowest rank, the weakest in society.

The various sticker designs were created using Photoshop. The stickers were made from DTEC Quickmount transparent material, printed in full color. Transfer paper was added to the back, making it easy to affix the stickers to the inside of the Oudaan building’s windows. Each sticker measured 97 cm wide and 198 cm high and was meticulously applied by hand in the correct order on each floor.