SELECTED WORKs that
SHIFT behavior

AND ACTION

For a film equipment brand, I designed a challenge that forced young filmmakers to create under impossible constraints. By shifting control from instruction to autonomy, the capabilities of the tools were revealed through creative use rather than demonstration.

CENTRAAL MUSEUM

I developed an app that allowed visitors to collectively contribute to a living identity of the museum. Inspired by Joseph Beuys’ idea that everyone is an artist, the project reframed the museum from a fixed institution into a collaborative, evolving artwork.

SELECTED WORKs WHERE
ACTION redefines perception

Dutch Design Week

At Dutch Design Week, I made several pieces of furniture that could be skated on. By letting others reinterpret use, it challenged fixed ideas of function, value and authorship.

Destroy to Create

For Nike Sportswear, I made destruction the core act of communication. By dismantling and rebuilding the product in different ways and materials, the creative process itself became the message.

SELECTED works that
INcrease understanding of SYSTEMS

Who's Afraid Red Bull, Yellow and Blue?

For a Red Bull–museum collaboration, I recreated iconic artworks in Red Bull brand colors, testing what branded replicas both institutions would accept. The intervention explored where brand logic and cultural authority overlap.

Concrete Dunks

I placed concrete replicas of Nike sneakers in front of key sneaker stores across multiple cities. By mimicking the mechanics of hype and scarcity, the project exposed how value is constructed through time, circulation, and mystery.

figuring out what works
research PROJECTS

Guerilla Upcycling

I produced multiple pieces of limited-edition furniture illegally in public space to study how context and scarcity shape perceived value. The project explored the shifting boundary between design, art, and commerce.

The Process

I documented the decay of an orange over time to observe how meaning shifts through duration and context. Without narrative or intervention, perception changed solely through time.

I’m an independent designer with a background in strategy, creative direction, and hands-on execution. Over the years I’ve worked with brands and institutions such as Nike, Red Bull, and Centraal Museum, alongside long-running self-initiated projects operating in public, cultural, and institutional contexts.

The work shown here reflects a practice built around intervention rather than explanation. In complex situations, ideas and intentions are rarely enough. By introducing deliberate actions into real conditions, it becomes possible to see how systems actually behave, and what direction is worth committing to.

This work is biased toward action because action produces consequences. Those consequences create evidence, reduce uncertainty, and make better decisions possible before they are locked in. It’s not about messaging or optimization, but about testing ideas in reality where it matters.