01
Vision & mission
A different reality
Create the most immersive daylight electronic music festival in Europe — not through expensive production, but through architecture, light, nature, music and human connection.
The mission is an event where visitors remember how the space made them feel, rather than which special effect they saw. Every design decision reinforces one principle.
A different reality
02
Market position
A category of one
Amsterdam has world-class festivals, but each occupies a clearly defined space. ALTRD occupies a different one: architecture + tech house + daylight + human experience.
It is not another festival. It is a spatial experience built around music.
03
Audience & capacity
Sell out, don't overscale
Age 25 – 40 / profile
- > Music-first audience
- > Experienced clubbers
- > Designers
- > Creatives
- > Fashion industry
- > Architecture enthusiasts
- > International electronic music travellers
Primary markets
- > Netherlands
- > Belgium
- > Germany
- > France
- > Italy
- > United Kingdom
Initial edition 4,000 people, maximum 5,000. The objective is to sell out rather than overscale — a full dancefloor is part of the product.
04
Musical identity
Twelve hours of groove
Rolling tech house. Minimal. Dubby grooves. House with tension. Long transitions. No commercial festival moments, no countdowns, no EDM, no hard techno. Music evolves naturally over twelve hours.
Future editions continuously introduce emerging artists before they become festival headliners. The event becomes known for discovery rather than booking power.
05
Material strategy
Safety is the first principle
No traditional mirror glass. No heavy suspended steel sculptures above crowds. Only lightweight, impact-resistant materials used in public installations, museums and touring productions.
- 01
Mirror polycarbonate
Primary reflective surface
Applications
Walls / Tunnels / Entrances / Stage backdrop
Advantages
Virtually unbreakable / Lightweight / UV resistant / Fire-rated options / Thermoformable / Safe around crowds
- 02
Mirror aluminium composite (ACP)
Rigid architectural panels
Applications
Stage scenery / Ceiling structures / Decorative walls
Advantages
Lightweight / Rigid / Weather resistant / Modular / Easy installation
- 03
Metallized stretch fabric
Soft overhead sculpture
Applications
Ceiling sculptures / Wave installations / Floating canopies
Advantages
Soft / Lightweight / Impossible to shatter / Dynamic movement / Safe above audiences
- 04
Mirror PET film
Applied reflective skin
Applications
Polycarbonate / Acrylic / Composite panels
Advantages
High-quality reflections / No glass weight / No shatter risk / Retrofittable
- 05
Inflatable reflective TPU
Kinetic air structures
Applications
Floating sculptures / Ceiling clouds / Kinetic installations
Advantages
Ultra-lightweight / Soft / Visually striking / Safe above crowds
06
Space & stage
The crowd is the centerpiece
Unlike traditional festivals the dancefloor stays completely open — no decorative columns, no sculptures interrupting movement. Reflective architecture sits on the perimeter and overhead, creating immersion without reducing usable floor space.
No giant LED screen. A low architectural DJ booth in matte black, with a large deformed reflective backdrop that changes throughout the day.
Day
Reflects trees and sky.
Sunset
Reflects warm natural light.
Night
Reflects lighting design and the crowd.
Natural daylight does most of the work; production increases gradually as it fades. Warm whites, hidden LED strips, soft haze, minimal lasers. Cinematic rather than spectacular.
07
Revenue streams
Five income pillars
- Ticket salesPrimary income.
- Premium food & beverageCurated vendors aligned with the brand.
- MerchandiseLimited-edition apparel, posters and objects.
- Brand collaborationsOnly selected partners in fashion, design, automotive, audio or technology.
- International licensingFuture ALTRD editions in Ibiza, Naples, Miami and other cities.
08
Marketing
Identity over headliners
Marketing focuses on identity rather than headliners, with a visual language that stays consistent across every touchpoint.
- Architecture
- Music discovery
- Artist storytelling
- Installation design
- Documentary filmmaking
- Community
09
Growth strategy
Five-year roadmap
- Year 1Launch Amsterdam / 4,000 attendees
- Year 2Sell out / Build waiting list / Indoor winter edition
- Year 3Expand to 5,000 attendees / Launch ADE showcase
- Year 4International editions (Ibiza or Naples)
- Year 5Recognized European boutique festival brand
10
Competitive advantage
It competes on feeling
- > Where others invest in larger stages, ALTRD invests in atmosphere.
- > Where others rely on headline artists, ALTRD builds trust through curation.
- > Where others create spectators, ALTRD creates participants.
The goal is to become for Amsterdam what early Music On was for Ibiza: a carefully curated movement built around groove, discovery and a strong visual identity before commercial success changes its character.
You'll leave altrd