Traveling Exhibition “Seth se la Joue” by French Street Artist SETH at STRAAT Museum

New Work for STRAAT Collection

Amsterdam, September 2nd, 2024

From October 4th, 2024, to March 2nd, 2025, the STRAAT Museum in Amsterdam will present the traveling exhibition Seth se la Joue - All Ages Art Playground by the internationally renowned French street artist Seth, given name Julien Malland, also known as the Globepainter (@seth_globepainter). In this interactive exhibition, Seth explores the many aspects and possibilities of play around the world. Through dreamlike installations, paintings, murals, and sculptures, the artist aims to spark the creativity and curiosity of visitors of all ages, with a special focus on younger audiences. Seth Se La Joue premiered at Le Musée en Herbe in Paris, which developed this concept in collaboration with the artist. The exhibition in Amsterdam is made possible through the partnership with ABN AMRO, STRAAT’s official partner.

“I would like this exhibition to be a journey towards our inner child, a world of wonder where everything is possible.” - Seth

Interactive Journey

Seth Se La Joue takes visitors on an interactive journey through the artist’s travels to the far corners of the world and his encounters with children in Madagascar, Indonesia, Haiti, Ukraine, and China. This journey also leads visitors through the streets of Paris, the artist's hometown, where he has created dozens of murals—all depicting images of playing children. Panels are arranged to mimic the facades of a street, creating an immersive urban environment. During visitation, wordplay comes to life, and visitors' portraits magically merge with Seth's works.

Appealing to All Ages

Seth is renowned for his creative large-scale artwork projects done in tandem with youth from vulnerable communities around the globe. This spirit of collaboration and education is at the heart of Seth se la Joue. The exhibition offers various activities that reflect this approach, including a treasure hunt, various games, and creative tasks, all designed to engage and inspire young audiences and school groups. By fostering a creative environment that echoes Seth's global outreach, STRAAT aims to provide a meaningful and enriching experience.

About Seth

Born in Paris, Seth began to express himself on the walls of his city in the mid-90s. His preferred terrain was in the 20th district where he became known in the graffiti scene for his special characters. Seth is internationally known for his murals that depict innocence and imagination in a vibrant style. Through his figurative work, which includes paintings, installations, and sculptures, he explores themes such as social unity and childhood. For more information, visit seth.fr.

New Work for the Permanent Collection

In the buildup towards the exhibition, Seth will also create a monumental 9 x 5 meter canvas for STRAAT's permanent collection. This canvas will join over 180 other mural-scale works, further enhancing the museum’s vibrant and diverse collection.

STRAAT Gallery

Part of the exhibition Seth Se La Joue - All Ages Art Playground takes place in the STRAAT Gallery, the gallery space in the STRAAT Museum. Some of the works on display there are also available for enthusiasts and collectors.

The exhibition is made possible thanks to the support of ABN AMRO, reflecting a partnership that promotes education and cultural enrichment.

About STRAAT Museum 

STRAAT is the museum for street art and graffiti. In a massive warehouse on the NDSM site in Amsterdam, over 180 gigantic artworks are displayed. These artworks are created on-site by international artists. The collection is regularly expanded, providing visitors with the opportunity to see artists work live.

 

About ABN AMRO as a Sponsor

With ‘Banking for Better, for Generations to come’ as its purpose, ABN AMRO uses sponsoring as a way to advance society. The bank takes its social responsibility seriously. This becomes apparent through multiple channels for planet (sustainability) and people (equal opportunities for all). As a sponsor, ABN AMRO aims to be an accelerating factor by forming the right alliances and setting specific targets regarding sustainability and equal opportunities, whether it’s sports, society, or arts and culture.

About Le Musée en Herbe

Since 1975, Le Musée en Herbe has presented art exhibitions adapted to everyone, from 3 to 103 years old. An approach to art based on play and humor, specific to Le Musée en Herbe, which attracts more than 130,000 visitors per year. Le Musée en Herbe is managed by an association under the 1901 law, of general interest.

Editor’s Note (not for publication)

A press preview will be held on Thursday, October 3rd from 10AM till noon. Please sign up via bureau@heidivandamme.nl. 

 

For more information on Seth se la Joue and STRAAT Museum, please contact Heidi Vandamme: bureau@heidivandamme.nl | +31 (0)6 295 32 686.

 

For questions regarding ABN AMRO please contact the ABN AMRO press department: pressrelations@nl.abnamro.com | +31 20 6288900.