Founded by Amsterdams workers in 1868. Since the very beginning, De Key houses a diversity of people. For their new website, they wanted a way to show this diversity.

In a visual landscape that is cluttered with stock-like photography depicting smiling people, this is what the concept should answer.

Shot using natural light only, the photographs say a lot about the people who welcomed us into their homes. Without showing them.

Fitting to the controversial duo themselves, we created a website that is far from what you would expect.

The website is not only a statement, it also houses twenty years of Viktor & Rolf heritage. Al captured in a cirlcle.