A commissioned article for CultureSuite on how The Hague's Amare’s digital evolution is redefining cultural storytelling.
Henny’s life has always been deeply rooted in the arts. Starting as a singer and nurtured by her love for the stage, her journey in the performing arts began during her studies and has since shaped her career. A decade ago, she joined Amare just as it was evolving from its former roles as the Dr Anton Philipszaal and Lucent Danstheater into a vibrant cultural epicentre in The Hague.
Over the years, Amare has expanded into a dynamic home for the arts, now housing four leading dance and music institutions and hosting around 750 events each year. With its mission to serve diverse communities within The Hague and beyond, Amare embraces a broad spectrum of events, from classical symphonies and world music to family musicals and pop concerts. “There’s truly something for everyone, and I love that,” Henny shares with pride.
Henny recalls the challenges Amare faced while undergoing a digital transformation. Their digital journey began in earnest several years ago, but it took on new urgency in the spring of 2020. The pandemic compelled them to think creatively about bringing their performances to life in a digital space.
“Each performance tells a unique story, and our audience is incredibly curious,” she explains. “An opera or concert isn’t just an entry in a calendar. It embodies history, artistry, and countless hours dedicated to its creation. We wanted to find a way to capture that essence digitally.”
To achieve this, Henny and her team began developing a digital platform for content that could share these rich narratives with audiences. They envisioned a space for articles and insights beyond event listings, a place where they could explore the inspiration behind performances, the history of artistic works, and the personal stories of the artists.
“We thought, ‘How did Greek myths inspire operas? What’s the story behind Die Zauberflöte?’ Our audience has so many questions, and this platform could bring them closer to the art they see on stage,” Henny reflects.
Amare’s approach to digital storytelling aligns with an industry-wide pivot towards digital cultural engagement. Many theatres and museums have moved in a similar direction, investing in online exhibits, digital tours, and interactive content that allows audiences to engage more deeply and even globally.
For Amare, the development of stories to be spread around digitally was a turning point, and its impact became evident as it allowed content to live on, long after a performance had ended. As Henny notes, “There’s something timeless about it. Some stories, like those about Diwali, the history of European opera, or the myth of Orpheus, have taken on lives of their own, becoming iconic pieces that we revisit and expand upon for different performances.”
This approach not only engaged Amare’s existing audiences but also attracted new ones, reflecting a growing shift in the arts community toward deeper, relational digital content rather than purely transactional interactions. For Henny, it’s about redefining roles—transforming Amare into a digital platform for cultural knowledge and creating lasting connections with audiences.
The result? Audiences are engaging more deeply. “People don’t just come to us for the performance; they come to learn about the culture they’re about to experience,” she says. “Our writers create something lasting—a connection to the musicians, actors, and artists who bring these stories to life. It’s amazing to see people coming back, even from other cities, through this digital bridge we’ve built,” Henny remarks.
For many cultural institutions, accessibility has become the next frontier in digital transformation. Inspired by a recent discussion on digital inclusivity, Henny is passionate about ensuring that Amare’s stories reach every resident of The Hague and beyond.
“There are so many small details in digital accessibility that we might overlook, but they make all the difference when it comes to building an inclusive experience,” she says. This resonates with a growing awareness across the cultural sector, where institutions are seeking ways to make digital content accessible to all audiences, regardless of ability or background.
Reflecting on this journey, Henny feels a profound sense of accomplishment. “This work we’ve done goes beyond Amare—it’s part of a larger movement within the cultural sector. We’re shaping how arts institutions connect with people in the digital age, and these developments will benefit us for years to come, affecting not only the theatre but everyone who experiences the art.”
Henny’s vision for the future is one where Amare and similar institutions continue to redefine their role, both as cultural hubs and as digital storytellers, embracing an approach that brings audiences closer to the art. She believes Amare’s journey can serve as an example for other organisations in the cultural sector: “It’s a collaborative journey, and the beauty of this work lies in knowing that it impacts everyone—the artists, the audiences, and everyone behind the scenes.”
This article was written in commission by CultureSuite and in collaboration with their client Amare.
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