It's the daily problems and taboos that inspire me. Especially humans and health keep fascinating me. I watch, I observe, I sketch, I listen, I make, I learn, I re-invent, I brand, style and photograph.
I am an all-round transformation designer.
I pick up data from the trash to make art. I break taboos like psoriasis, because it shouldn't be seen as disgusting. I create an IKEA sport clothing line, because well.. we all have to watch our weight. I like to make the world a bit more beautiful, but especially more approachable.
50% of the Dutch people is too heavy at the moment. This has a really negative influence on the next economy.
IKEA is one of the biggest shopping chains of the world, it has a big responsibility regarding its products and customers. Using IKEA's philosophy I created a sport products line, called: ‘’IKEA FITå’’. This idea was inspired by the hype around IKEA's well-known Frakta bag, copied by Balenciaga. I recopied Balenciaga to make the look of the sport clothing line even more unique.