In the beginning phase of the new show, we were looking for a theme name. After a few ideas, I came up with 'Arise In White' (see sketch below). The idea behind it had multiple meanings;
1. The literal translation of Arise: 'Originate' - made in white. 'Rising' - we rise further than Amsterdam. 'Make an appearance' - appear in white. That fits the slogan, 'be part of the night, dress in white'.
2. Miles Stutterheim. The origin of the dress code is a tribute to one of the founding members, who died in a car accident. The white dress code signifies unity. The song played at the funeral is 'Keep On Rising'. This track was also remixed by Fedde Le Grand and used as anthem for the final Sensation in Amsterdam.
3. The stage design (made by T- Minus) is arising/rising out of the floor.
I pitched it to the marketing director (Michael Hekking). He pointed out that the idea was good, but it didn't quite 'roll of the tongue'. A shorter variation would be of better use.