Experiences
“I design immersive, story-led experiences that translate identity, atmosphere, and ideas into something people can feel.”
These projects reflect my approach to concept development, artistic direction, storytelling, and audience experience across both commissioned and original work.
Moooi
A multisensory launch concept for a design brand
For Moooi’s Monster Party, built around the presentation of new fabrics, a new rug, and the all-new ten-foot Monster Table, we created a live multisensory activation rather than a standard product reveal. Eleven Madison Park alumnus pastry chef Ted Steinebach covered the table with matching pastry ingredients while I created the sonic world around it, together with guest musician Mariel Roberts. I also designed the costumes and masks for the performance. The result was a product presentation transformed into an immersive brand experience.
Zurheide Gourmet Festival
The world’s biggest pastry painting
In 2018, Vervool created a large-scale live edible performance at the Zurheide Gourmet Festival in Düsseldorf. Across a 40 m² canvas, pastry, chocolate, cream, flowers, and microgreens were transformed into a multisensory work, accompanied by live music and sonic direction. After an hour of live painting and sound, the work was shared with an audience of 1,500 people. Playful, immersive, and impossible to forget, the project remains one of the clearest examples of Vervool’s ability to turn food, music, and audience participation into a large-scale public experience.
Typuhthâng
A concept album shaped as a larger artistic and social world
Typuhthâng was conceived as more than an album. The project brought together 100 female musicians and a collaboration with Original Beans Chocolate, connecting music, taste, storytelling, and social purpose in one integrated public-facing concept. Rooted in support for female cacao farmers in Virunga State Park and rainforest replanting, the project also developed a strong visual and experiential identity around the music itself. The album received support from the Netherland-America Foundation and SENA Production Fund, and received the 2025 Intercontinental Music Award. The project later expanded into live chocolate-tasting performances, the weekly podcast ViviTalks, and public speaking around creativity, collaboration, and women in music.
Current
A story built around water, sound, and place
Current is a full-length project developed around water, empathy, stillness, memory, and deep listening. It was recorded aboard my 1951 Dutch sailboat, de Vouw, and combines songs, layered vocals, field recordings, and environmental sound. The project extends beyond the album with CD, vinyl and artwork into live performance and a 28-minute documentary, creating a complete artistic world shaped by place, mood, and movement. It is also a strong example of the kind of concept-led, site-specific thinking I bring to commissioned work: not just making content, but building a full sensory and emotional environment around an idea.
Museum De Lakenhal / Rembrandt 350
Art history translated into a contemporary audience experience
For the 350-year Rembrandt commemoration at Museum De Lakenhal in Leiden, we created a Vervool performance inspired by the Dutch Golden Age. The concept brought together sound, visuals, flavor, materials, and atmosphere. Instruments, ingredients, and even pigments associated with Rembrandt’s era were used to create a contemporary interpretation of that world, turning historical reference into something living and sensory. This project reflects the kind of work I love most: creating immersive experiences that connect culture, story, and audience participation in a meaningful way.
NS Tryout Festival (Dutch National Railroad)
Programming artistic experiences for unconventional public space
For three years, I worked on the NS Tryout Festival, a festival celebrating the Dutch national railway. As part of the festival, I helped conceptualize and program live experiences in several train stations across the Netherlands, creating artistic encounters for broad audiences in unconventional public settings. My primary responsibility was the “Waiting Rooms” component, in which the glass waiting rooms on train platforms were transformed into intimate living-room environments where passers-by could experience music, dance, poetry, and other art forms. The project was a strong example of how creativity can activate public space, and how curation, accessibility, and production thinking can work together to create high-impact programming beyond traditional venues.
Leiden University Lustrum / Large-Scale Event Work
Concept, atmosphere, and programming at scale
I have worked on major institutional celebrations and large-scale public events, including programming for Leiden University’s 435-year anniversary. Spread across three locations, the university’s historic library, the Stadsgehoorzaal Leiden, and the Minerva fraternity house, the event brought together top artists and DJs alongside lectures, cabaret, and a wide range of musical styles as part of a large-scale one-day production. These projects sharpened my ability to combine concept, audience flow, logistics, atmosphere, and public-facing experience design at scale.
Stukafest Leiden (Student Dorm Festival)
Festival concepting and cultural programming
As one of the initiators behind Stukafest Leiden, the Dutch student room festival, I helped shape a format that brought performance into intimate and unexpected spaces, creating a direct connection between artists and audiences. The first edition drew around 500 people across 17 locations and featured music, poetry, dance, and theater. To introduce the festival to the student community, we collaborated with a visual artist to create what was believed to be the largest sock ever made, using 2,000 socks collected from fraternities and student houses. The campaign generated national publicity and gave the festival a memorable public identity from the start. This project strengthened my approach to concept development, programming, partnership-building, and translating artistic ideas into a public event structure.
Hospitality, Dining & Event Concepts
A significant part of my work lives at the intersection of food, atmosphere, performance, and audience experience.
Through Vervool and other independent productions, I have developed immersive formats in which music, pastry, storytelling, and live presence come together as one experience. These include large-scale edible artworks, concept-driven dinners, dessert-centered performances, and original event formats designed for cultural venues, hospitality settings, and intimate audiences. This part of my practice is especially suited to hospitality partners, design-led events, cultural programming, private gatherings, and collaborators looking for something more memorable than a standard dinner, concert, or launch. Examples include our 20-course dessert dinner, Vervool in Futuro, in which 10 songs and poems were paired with 10 desserts, Vervool Meets the Painters, featuring 10 desserts and songs inspired by painters, as well as special lectures and chocolate tastings with Original Beans Chocolate, among many other events.
Inquire
I collaborate with brands, museums, cultural institutions, hospitality groups, artists, and organizations looking for original concepts with emotional, aesthetic, and sensory depth.
Selected collaborators, clients, and institutions
Additional Work
Alongside immersive commissions and original concept-led projects, my work also includes festival programming, artist development, education systems, and long-term creative strategy.
Education Systems, Psychology & Curriculum Design
Designing learning experiences, not just teaching classes
My educational work spans workshops, online programs, curriculum design, higher education, and artist development. At Berklee College of Music, I developed and teach courses such as Mindfulness-Related Techniques for the Performer, an approach also reflected in Musician’s Equilibrium, a course built around artistic growth through balance. I have also led songwriting retreats in which students write and produce a song within a set timeframe. Behind the scenes, my work includes developing educational systems for other artists and teachers, including the Berklee Effortless Mastery Institute and drummer Ari Hoenig. – Read more
Speaking & Thought Leadership
Alongside my creative and artistic work, I also speak and lead conversations on creativity, mindfulness, artistic leadership, interdisciplinary collaboration, and thinking beyond conventional formats. My experience in music, psychology, education, and concept development allows me to speak across disciplines, not only about art-making itself, but also about presence, innovation, identity, and the role of creativity in shaping meaningful experiences. – Read more
Creating a sonic identity as a composer
My writing has been featured in diverse contexts, ranging from music for the Netherland-America Foundation, creating a flexible sonic identity, to original scores for a theatrical production in Slovakia. I also composed and produced a library of 100 sounds for the augmented reality artwork Impulse, presented at the 404 International Festival and have contributed to projects by artists such as guitarist and composer Noshir Mody and, Grammy Award winner Nicole Zuraitis.
Experience Design
Creative Strategist
Working across sound, performance, food, storytelling, and public space, I create commissioned and original projects for brands, museums, cultural institutions, hospitality, and live audiences. My strength lies in seeing the bigger picture and shaping it into an experience through concept, mood, narrative, sensory language, and audience engagement. The result is work that is not just seen or heard, but fully experienced.
My role is often to translate identity, story, and values into atmosphere, concept, and audience experience. My approach is shaped not only by artistic practice but also by a background in psychology, which informs the emotional and human dimensions of the experiences I create.
What I offer
I work with organizations, brands, and cultural partners who want their idea to become an experience.
Commissioned Experiences
For brands, museums, hospitality, and institutions
Concept Development & Artistic Direction
For launches, installations, festivals, and narrative-led projects
Sonic Identity & Storytelling
For podcasts, campaigns, immersive sound worlds, and bespoke compositions
Public Speaking & Creative Leadership
For talks, workshops, leadership, creativity, and mindfulness
Experience Design Creative Strategist
Working across sound, performance, food, storytelling, and public space, I create commissioned and original projects for brands, museums, cultural institutions, hospitality, and live audiences. My strength lies in seeing the bigger picture and shaping it into an experience through concept, mood, narrative, sensory language, and audience engagement. The result is work that is not just seen or heard, but fully experienced.
My role is often to translate identity, story, and values into atmosphere, concept, and audience experience. My approach is shaped not only by artistic practice but also by a background in psychology, which informs the emotional and human dimensions of the experiences I create.