AMSTERDAM.- Amsterdam's STRAAT Museum has become the latest cultural institution to host a major global entertainment launch after Sony Pictures and Universal Pictures chose the museum as the venue for the worldwide premiere of the trailer for Spider-Man: Brand New Day.

Ahead of the film’s July release, the official trailer premiered live from inside the museum and was broadcast to an estimated five million people worldwide, giving audiences their first look at the latest chapter in the Spider-Man franchise. Stars Tom Holland and Zendaya attended the launch and toured the museum’s collection of large-scale contemporary artworks.

As part of the launch, the studios commissioned Dutch muralist Karski to create a bespoke interpretation of the film's promotional artwork. Created in Karski's signature hyper-realistic style, the large-scale piece was unveiled on the red carpet and signed by the film’s stars.

The event reflects a wider trend of museums and galleries increasingly serving as the backdrop for major entertainment, fashion and media moments, as cultural institutions seek new ways to engage audiences and global brands look for venues that offer authenticity, creativity and cultural relevance.

STRAAT is the world's largest museum dedicated to street art and graffiti. Located inside a vast former shipbuilding warehouse on Amsterdam's iconic NDSM Wharf, the museum is home to more than 180 monumental artworks created by artists from more than 40 countries.

Street art has evolved from a subculture into one of the world's most influential contemporary art movements. STRAAT was created to celebrate the artists, stories and cultural impact behind that transformation, providing a permanent home for large-scale works that would otherwise disappear from the streets. Its selection as the venue for the premiere highlights the growing prominence of street art within contemporary culture.





Uniquely for a museum, all of the artworks at STRAAT are created on site by artists from around the world. Visitors regularly have the opportunity to watch artists at work, with the collection continuing to grow throughout the year.

Marion Wolff, Director of STRAAT Museum, said: "Museums are increasingly recognised not just as places where art is displayed, but where contemporary culture happens. Audiences are looking for experiences that feel authentic, creative and connected to the wider world, and cultural institutions are uniquely placed to provide that.

"Street art has always existed at the intersection of art, popular culture and public life. We were proud to welcome the Spider-Man team to Amsterdam and to showcase the creativity and cultural energy that define both STRAAT and the city itself."
STRAAT Museum director Marion Wolff in conversation with Tom Holland, photo: Janneke Nooij