Wintercircus is a cultural and technological hub in the heart of Ghent, Belgium. Originally built in 1885 as a circus venue with a distinctive 16-sided dome and later used as a car showroom, the historic building has recently been renovated into a dynamic space where innovation, creativity, and public life converge. It now houses early-stage startups, a concert hall, and community-centered venues, forming a vibrant platform where technology and culture meet through experimentation, collaboration, and shared imagination.

The design mission was to create a visual identity that honors this layered architectural legacy while supporting its transformation into a vibrant public space. The identity centers on a circular motif drawn from the building’s distinctive dome, symbolizing continuity and connection.

This iconic circle acts as a flexible frame that holds content, connects ideas, and adapts across different formats. Across media, it gradually transitions into square-based layouts, with arcs at the corners hinting at a continuous form beyond the frame. The system adapts fluidly and serves as a unifying element that reflects the building’s evolution from circus venue to innovation space.

Adaptability sits at the core of the design. Modular framing tools allow the system to shift with each use, while open, unfilled spaces invite participation and encourage artists, audiences, and collaborators to shape the visual narrative. This responsive structure mirrors Wintercircus’s identity as a living, community-driven environment.

Typography reinforces this dual spirit of movement and structure. Futura Passata brings rhythm and personality, while Unica77 grounds the system with clarity and balance. Together, they express both the playfulness and precision that define the space.