ID&T - The History

ID&T is a dutch entertainment company that organizes dance events on a national and international scale. The history of ID&T is relatively short and covers approximately 13 years. During this period the interest in dance has been caught in a maelstrom and dance has developed into a significant musical and cultural direction.ID&T has played a prominent role in this development right from the start. ID&T has developed into a market leader in the area of dance in the Netherlands.

The Story of Sensation

Sensation is an unique dance event concept. The djs, the various show elements, and th e white dress code, make of the Sensation event a great experience. In th e year 2000 ID&T organized SENSATION for the first time. It took place, and it still d oes, in the Amsterdam ArenA, home of AJAX soccer club and one of the most modern arenas in the world.

Twenty thousand people witnessed this first edition. The birth of SENSATION WHITE was one year later. In search for an unique positioning within the competitive Dutch event market ID&T developed the concept ‘white’: all visitors have to wear white clothes. The simplicity, transparency of this concept proved to be successful instantly.

In SENSATION’s second year forty thousand people attended, all dressed in white. Due to this enormous success, next to the WHITE edition, ID&T introduced SENSATION BLACK in 2002. The concept is obvious, everybody has to wear black clothes, the decoration is black and the dance music is hardstyle. As of 2001 all SENSATION events were sold out, the 2004 WHITE edition in a record breaking 2.5 hours.

Interview with Duncan Stutterheim - ID&T

Saturday the 7th of June was the climax for a lot of dance lovers: Sensation White at the Amsterdam ArenA. The evening before this event, Tilllate talked exclusively to the man behind ID&T, Duncan Stutterheim. Holland is too small for him, Stutterheim is thinking international. “Sensation between the pyramids in Egypt, I can focus that picture."

Read here the Interview

Pictures: tilllate.com, Frank & Paul Emous, Jan Vermeij Interview: Rogier Cuypers