Time Magazine: 200 Extraordinary Innovations Changing our Lives, 2023










Fast Company’s Most Innovative Companies 2024

Bio

One long name. 2 passports. 4 languages.
Half Dutch, Half American, I’ve traversed Europe and the USA, spending a decade in Berlin where I founded an art gallery, performed live visuals and concepted immersive museum exhibits and events. 

Transitioning to creative lead of Moment Factory’s New York office, I directed various location based experiences for Coachella, Moynihan Train Hall and Kith while mentoring at NewInc, the New Museum’s incubator for innovation and technology. 

As the VP of Design and Creative Services at Sphere, I led the in-house creative studio through years of innovation, brand building, experience design and product development.
Launched the venue with award-winning content slate for the Exosphere, working with Fortune 100 brands and curating international artists such as Refik Anadol and Tristan Eaton. 

I have since founded PINK ROCK,  a creative consultancy focused on experiential projects, products and strategy. 

Career Highlights

Creative Thoughtleader of 2024, awarded by Dutch Ministry & Creative NL.

Launched the $2.3B immersive venue Sphere in Las Vegas.

Executive leadership for flagship events at Sphere: 
Super Bowl 
Most watched game in history, garnering millions of impressions and broadcast coverage. 

Formula 1 
10M+ worldwide broadcast viewers, real-time reacts to the race, featured on Netflix’ Drive to Survive

Spearheaded NYC multimedia event space + show SuperReal as a joint-venture between Cipriani and Moment Factory.

Vision

I collaborated with director Johan Kramer to make this short film, showing my world of inspiration and the process behind making my creative vision come to life. 

My mother tells this story, of when I was a child and I asked the question “What if the world around us is one big theatre set and we’re all actors inside of it?” 

To this day, that question is the overarching through-line in every project - how can we make an experience feel as real as the world around us and get audiences to play an active role in this world.

Awards

_{The Webby Awards - Best in AI, Metaverse & Virtual
Sphere
SXSW Innovation Award - Visual Media Experience
SuperReal
Communications Arts - Interactive Competition
SuperReal
Cannes Corporate Media & TV Awards - Live projects and experiences
Heineken Experience
Art Directors Club Germany - Gold award for spatial communication
Oslo Science Museum
Good Design 15, Silver Space/ Architecture
Oslo Science Museum
iF Award 2015, Design Award Interior Design/ Installations
Oslo Science Museum
IDCA Awards 2014, Gold Best scenography for a temporary exhibition
Oslo Science Museum
Red Dot Award 2014, Winner Spatial Communication/ Exhibition Design
Oslo Science Museum}