HUH is a universal syllable: anywhere in the world, people will understand that you don’t understand something when you say ‘HUH’. It symbolizes confusion and commotion; it calls you out to challenge the current social order and all its unquestioned conventions.

The enormous, orange HUH has been inspired by the project A Fool Around which calls for a reintroduction of the fool (or the joker) in modern times. This fool was famous for balancing between amusement and criticism; an outsider cherished for his advisory position at the centre of power, the king’s court. Here, he could carefully challenge it – with humor and playfulness as the main tool.

HUH Museumplein
On December 3, 2018, the HUH was placed at Museumplein in Amsterdam, to replace the IAMSTERDAM that had been removed that morning. The intervention went viral and caused quite a stir: nearly all Dutch newspapers (Volkskrant, Trouw, NRC, Telegraaf) and websites covered the story and it ended up at the yearly report of NOS. It even boomed on Dumpert. Read more about it on my blog.

Since the start of 2019, ‘HUH’ has evolved into a design method for my studio. Read more here