Credit: Cercle Cité

The Cercle Cité cultural centre in Luxembourg-Ville has announced that it is hosting the exhibition "Hitchcock. The brand. The Hitchcock brand through time." from 11 February to 10 April 2022.

Alfred Hitchcock is one of the most famous filmmakers in the world. Even after more than 40 years after his death, his name and image remain a universal reference, synonymous with cinematographic quality, efficiency, suspense, macabre humour and originality. He is internationally acclaimed by critics as one of the greatest filmmakers in history.

Filmmaker Hitchcock still remains an essential reference today, not only among filmgoers but also with the general public, this is not only beacuse of his films but also to a powerful and coherent public image, a sort of "Hitchcock brand", that he himself created and cultivated throughout his career. Mr Hitchcock always had a keen sense of self-promotion. As early as the 1920s and 1930s, he succeeded in making a name for himself, first among film professionals and then fairly quickly with a great many viewers who were more interested at the time in film stars than in directors. He fashioned his own image and quickly became an easily recognisable icon, even a veritable label, with a profound effect on the minds of several generations of filmgoers and television audiences. For a long time, Mr Hitchcock was one of the very rare filmmakers of his time whose name alone could attract the public into cinemas.

This exhibition is part of private collection of Paul Lesch, an Alfred Hitchcock enthusiast.

The exhibition will also be an analysis of the deliberate and extremely calculated fabrication of this "brand", this universal public and highly lucrative image. Mr Hitchcock used a multitude of methods and systems that enabled him to establish a powerful, original and effective brand image on a par with his ambitions.

The opening will be held on 10 February 2022 starting from 18:00, under the 2G+ regime of the CovidCheck and divided into hourly slots. Registration via

In accordance with the health regulations related to the COVID-19 pandemic, the number of visitors in the exhibition space is limited to ten people and its access isn’t placed under any CovidCheck regime.

It is mandatory for visitors to wear a mask as well as maintaining a social distance between them while visiting the exhibition.