Art Nouveau in Brussels
1908. In the year Royal Sporting Club Anderlecht was founded, architects like Victor Horta and Henry Van de Velde had just given our capital city a new face. Their style was called Art Nouveau, the new art, characterized by playful patterns and organic forms. Art Nouveau was a pursuit of freedom and creativity, an ode to beauty. Brussels in a nutshell.
Art Nouveau in the New Shirts
This season's shirts celebrate Brussels as the capital of Art Nouveau. The sleeves of our home and away shirts feature subtle patterns that refer to the splendor of yesteryear.
“The shirts celebrate Brussels as the capital of Art Nouveau. The city's aesthetics are woven into our shirts and are a contemporary ode to a movement that put Brussels on the world map at the time our club was founded.”
Tim Borguet - Chief Marketing RSC Anderlecht
The home shirt is classic purple, with the club logo once again at the heart of the chest. In the sleeve, you recognize typical Art Nouveau patterns in a ton sur ton design. This season's away shirt is white. Again in the sleeve: a subtle silver floral ribbon. The third shirt of this season, which will be released later on, will also be an ode to Art Nouveau.
Brought to Life by Artificial Intelligence
The campaign for the new shirts is a contemporary reinterpretation of Art Nouveau, more than a century after its heyday. With the most innovative generative technology of today, imaginary football universes were created in Art Nouveau style. Our players were fully integrated with artificial intelligence into a world which inspires to dream.
“Our media team is always looking for innovative storytelling forms, with respect for our culture and rich history as a starting point. Using generative technology proved to be a bold and incredibly fascinating process, resulting in a groundbreaking -first in Belgium- 100% AI-generated shirt launch."
Tim Borguet - Chief Marketing RSC Anderlecht
Unique Printing
The players' names and numbers are printed with a unique new font. The font was created by the Belgian Studio Type and is a reworking of the typography from the heyday of Art Nouveau.
The starting point of the font is the result of years of scientific research by typographer Jo De Baerdemaeker on unique Belgian fonts. He revived a lost typeface from the Brussels foundry Vanderborght & Dumont, adapted to today's digital needs.
RSCA asked Studio Type to create a bespoke reworking of the Belgian font he had called ‘Brel’. One that would continue the traditions of using organic forms of Art Nouveau, and which would give our players a unique look on the back of their shirt when they walk on the pitch.
Shop the Shirts
The new shirts and training gear for this season are available at www.rsca.be/shop. Fans can also obtain the shirt with the new printing as part of a Mauve+ Gold membership. This is the membership for the most premium RSCA fans, which also grants priority access to ticket sales, access to Mauve TV, and exclusive experiences.
