Projects & Case studies
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.
I design immersive, story-led experiences that translate identity, atmosphere, and ideas into something people can feel.
What I offer
I work with organizations, brands, and cultural partners who want their idea to become an experience.
Brand activations
Museum and gallery concepts
Site-specific performances
Immersive hospitality experiences
Sonic identity and storytelling
Cultural programming and commissioned concepts
Dining concepts and multisensory events
Talks, workshops, and educational experiences
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.
I design immersive, story-led experiences that translate identity, atmosphere, and ideas into something people can feel.
What I offer
I work with organizations, brands, and cultural partners who want their idea to become an experience.
Brand activations
Museum and gallery concepts
Site-specific performances
Immersive hospitality experiences
Sonic identity and storytelling
Cultural programming and commissioned concepts
Dining concepts and multisensory events
Talks, workshops, and educational experiences
Selected Case Studies
These selected 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 into live performance and 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.
Impulse
Bespoke sound design for an augmented reality artwork
For Impulse, an augmented reality artwork presented at the 404 International Festival of Art and Technology in Mexico, I was invited to compose, sing, and produce a library of 100 original sounds in collaboration with Anni Garza Lau and Stefanie Wasserman.
The piece explored simulated synapses, six neuron-like characters, perpetual text flow, and spatial interaction through an evolving sound environment. It remains a strong example of my interest in creating bespoke sonic worlds for projects that sit between art, technology, narrative, and immersion.
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.
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.
Stukafest Leiden
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 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 the translation of artistic ideas into a public event structure.
NS Tryout Festival
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.
Ari Hoenig
Artist development, digital education, and brand growth
Over several years of close collaboration with drummer Ari Hoenig, I helped shape and grow his online presence, educational ecosystem, and artist brand. My work extended beyond support into strategy, including educational products, masterclasses, online sales, Patreon structure, content direction, and audience-facing communication. This work sits at the intersection of creative direction, education, artist development, and long-term brand building.
Education Systems & 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, I developed and teach Mindfulness-Related Techniques for the Performer and lead the Experimental Improvisation Ensemble, integrating mindfulness, creativity, and artistic self-awareness into music education. Publicly, this educational approach is also reflected in Musician’s Equilibrium, a six-week online course built around artistic growth through balance. I’ve hosted several songwriting retreats in both the Netherlands and the US, where students were challenged to write and produce a song within a set timeframe.
Behind the scenes, my educational work has also included large-scale video education and materials development for other artists and teachers, always with the same goal: making creative growth more embodied, clear, and transformational.
Berklee Effortless Mastery Institute
Digital infrastructure, educational systems, and audience growth
Over nine years, I helped build and shape the digital, educational, and public-facing ecosystem behind an internationally recognized artist’s teaching platform. My work ranged from developing online courses and launching a second book to supporting the Berklee-based institute, contributing to curriculum development, building websites and funnels, and growing the mailing list to more than 10,000 subscribers. This work gave me deep experience in translating artistic expertise into a sustainable educational platform with real audience reach.
Netherland-America Foundation
A sonic identity for a centennial podcast
For the Netherland-America Foundation’s 100th anniversary, I composed the official theme for the foundation’s podcast, creating a flexible sonic identity around the centennial idea of “bringing worlds together.” Designed for broad use across the podcast and anniversary communications, the piece helped give the celebration a cohesive, recognizable musical voice.
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.
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. My work is also informed by a background in clinical psychology, which shapes the way I think about attention, transformation, leadership, and emotional experience. I am available for keynote talks, panels, moderated conversations, workshops, and creative leadership sessions.
Inquire
I collaborate with brands, museums, cultural institutions, hospitality groups, artists, and organizations looking for original concepts with emotional, aesthetic, and sensory depth.