Vrijpaleis Open
Creative Direction within an Artist-Run Institution.
Project
Vrijpaleis is an artist-run gallery in the heart of Amsterdam. Grown out of the legendary Galerie Aorta and Galerie K.I.S., it houses a number of workspaces and a large gallery space and has as its mission to ensure that there is always space for experimentation and art in the city center of Amsterdam.
Among its many exhibitions, the gallery's monthly Open Call shows the institution at its most idealistic, showcasing a wide range of emerging and experimental artists.
Since joining the team, I have been helping to shape a next phase for this exhibition — bringing fresh energy, new systems, and creative direction. I focus on improving how exhibitions are presented, how artists are invited and supported, and how the gallery communicates its identity — all while working collaboratively within the collective’s existing structure.
The goal is not to replace what exists, but to elevate it.
Role
Creative Direction (Collaborative) / Strategic Development / Exhibition Host
Mission
Build stronger artist engagement beyond social media dependency.
Create scalable systems to support monthly programming.
Develop a cohesive visual and conceptual identity.
Execution
Initiated development of a new visual house style in collaboration with the in-house designer.
Conceptualized and designed a modular exhibition catalogue system, including bespoke software to enable rapid monthly production.
Contributed to establishing artist talks as a recurring public program; hosted and moderated sessions.
Impact
First iteration of recurring artist talks successfully launched.
Established scalable tools for catalogue production and artist onboarding.
Increased internal alignment around long-term positioning.