Amsterdam, North Holland, Netherlands
As a Concept & Experience Director, I develop creative strategies and experience concepts that shape atmosphere, influence audience behaviour, create emotional impact and strengthen brand perception. I work at the intersection of concept, strategy, storytelling and live experience. Not simply to produce an event. But to define what it means. How it feels. What it does to an audience. And what remains long after the final track, speech or show moment has ended. Through Team. and Treat, we develop distinctive entertainment concepts, experience strategies and show formats for brands, agencies, promoters and hospitality-driven organisations. “We don’t throw parties. We design dreams and create memories.” Music, setting, timing, design, talent and guests are never isolated elements. Together, they create the emotional architecture of an experience. That is where strategy becomes atmosphere. Where atmosphere influences behaviour. And where moments becomes memories. My work brings together: creative direction | concept development | experience strategy | mood management | storytelling | show formats | guest journey | audience engagement Team. connects agencies, brands and event organisations with carefully selected event professionals and creative specialists. We build tailor-made teams around the specific needs, ambitions and identity of each project. From corporate experiences and brand activations to public events and large-scale productions. Treat. develops and directs high-end entertainment, shows and immersive experiences with a strong focus on mood, sensory impact and visual identity. We create experiences for the high-end hospitality, lifestyle and urban-underground markets. Together, our portfolio ranges from intimate experiences for 200 guests to large-scale festival productions for more than 40,000 visitors. Let’s talk.
Since 2022, I have been responsible for the creative direction, strategic development and experience concept of the Live Entertainment Production Awards. LEPA puts the people behind live entertainment centre stage: the professionals, suppliers and creative teams who transform ambitious ideas into unforgettable productions. The awards celebrate the people, companies and productions that contribute to the success of the Dutch live entertainment industry. Over the past years, I have helped sharpen LEPA’s purpose, reposition the event and develop a more distinctive, human and analogue experience. The ambition is clear: to develop LEPA from an annual awards ceremony into the leading voice and benchmark for excellence, innovation and craftsmanship within the live entertainment industry. The next step is to make LEPA more than an awards night. A year-round authority that connects the industry, recognizes excellence, shares knowledge and helps shape the future of live entertainment. My work includes redefining the event’s identity and ambitions, developing the award and show formats, strengthening its relevance within the industry and creating a long-term strategy for growth, partnerships and funding.
We are an event makers agency We are a curated network and knowledge hub for the global event and entertainment industry, built on more than a century of combined experience in events, entertainment and live experience. We bring together highly skilled event professionals, creative specialists and industry experts to develop, strengthen and deliver ambitious projects. For brands, agencies, promoters and organisations that want to create something bigger, bolder and more meaningful. We connect expertise. We build teams. We strengthen concepts. We make ambitious ideas possible. Want to know more?
Treat develops and directs cutting-edge, immersive and unforgettable entertainment and experience concepts. We bring together creative strategy, storytelling, music, mood, setting, design and audience dynamics to shape the complete experience. Every element is consciously directed to create emotional impact, influence audience behaviour and strengthen brand perception. From the first idea to the final show moment, Treat. safeguards what the experience means, how it feels and what remains with the audience.
Since 2013, Treat has been responsible for the creative direction, concept development and experience strategy of the Edisons, Europe’s oldest music awards. For years, Edisons has been one of the most sought-after invitations in the Dutch music industry. Often described as the Dutch equivalent of the Grammy Awards, the Edisons recognize outstanding achievements in Dutch music. But the event is about more than presenting awards. It is where artists are celebrated, the industry comes together and Dutch music culture takes centre stage. My involvement began with the development of a new concept, a new show format and a long-term strategy, including the creation of new sponsorship opportunities with a range of partners. During the first ten years, the production was very successfully delivered by #Kingcanary and #SophieLouise. For many years, I guided the creative and strategic development of the two separate award events: Edisons Pop and Edisons Jazz & Classical. Over the past two years, I have worked closely with the Edison team on the next chapter: bringing both events together under one unified concept. The result is The Edisons, one national music gala celebrating the full spectrum of Dutch music. As Concept & Experience Director, I am responsible for the overall concept, creative direction and long-term experience strategy. I safeguard what the event represents, how it feels, the audience behavior, the emotional impact it creates and how the event continues to evolve.
As a secret band member (behind the scenes) I'm responsible for the creative direction of the mash-up band Memphis Maniacs. In co-creation with the band we work on their new sound, looks, haircuts & show, due to launch in 2020! As the Masters of Mash-up they play a live musical and roaring journey mixing all music genres like you've never heard before. Already rocking the stages of Paaspop, Paradiso and closing festivals like Zwarte Cross they are ready for a new step. We took the full year (2019) to work on the new album and it turns out to be a full album of dancing and prancing, grooving and keep on moving!