Pride Amsterdam
Canal Parade boat

#44 HATTER Agency

This Pride, we want to take everyone to the dance floor to celebrate the uninhibited power of disco and house: genres that were created by the queer community so we could have spaces to be who we wanted to be. Disco isn’t instantly afforded the same cultural reverence as rock ‘n’ roll or punk, yet […]

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This Pride, we want to take everyone to the dance floor to celebrate the uninhibited power of disco and house: genres that were created by the queer community so we could have spaces to be who we wanted to be.

Disco isn’t instantly afforded the same cultural reverence as rock ‘n’ roll or punk, yet its influence has been far-reaching. It enabled female, gay, Black and Latin artists to define their identities in increasingly fluid ways. Disco music is the perfect conduit to foster a sense of togetherness through diversity.

Our boat will reflect the free ecstasy of the disco and house era, capturing that euphoric feeling of dancing at a disco. The boat will be full of the diverse members of our community – everyone who makes it so rich and wonderful – all coming together to bring joy to those watching. It will be a true representation of the Parade’s official message: ‘You Are Included’.

As one of the only queer-owned brand experience agencies in the Netherlands, HATTER wants to go loud on Pride – and is privileged to be in a position to do so. We are an agency founded in Amsterdam that creates spaces, places, and experiences all over the world where joyful impulsiveness can thrive. We work with brands to provide people with true experiences: moments of magic that offer an escape from daily life. That snap people out of autopilot. That make them feel excited, inspired and free.

This year, Pride feels particularly important, not only for the community itself, but for its supporters and allies. As a company, we feel it’s our responsibility to share knowledge and reassurance, to hold people to account – and, just as importantly, to excite and inspire.

We’re looking forward to inviting everyone to join us in ‘Reclaiming the Queer Dance Floor’!