The young Amalia, Countess of Solms-Braunfels in Germany, ended up in The Hague in 1621 by a twist of fate. Her marriage to Stadtholder Frederick Henry of Orange made her the most important woman in the Dutch Republic overnight. Despite her impressive career as the stadtholder's wife, she has been unjustly portrayed in history books as ‘hysterical’. In Amalia. Ambition with Allure, her true story is finally revealed: a woman with ambition and allure who put the Orange dynasty on the map with her charms and strategic insight.

Mayra & Sam, in collaboration with spatial designer Lies Willers, chose to present Amalia as a strong, ambitious, but also vulnerable woman with whom many can identify. Since ‘personal branding’ was one of her most important assets, the large etchings of her portrait form the benchmarks in the exhibition. The sharp and monumental typography matches her personality, and the vibrant colors reflect the different phases of her life.

In addition to the exhibition design, Mayra & Sam also designed the campaign and publication.