MarX & Like Yellow

Put on your dancing shoes. Its time to turn the 4th into a dance floor. 2 of our fellow members have teamed up and will make sure you go home satisfied. Take your friends with you. Free for members. Small contribution €10 for non-members


Bounce Music

AT BOGERT

The year 2022 is over before you know it, and what an eventful year has it been... we can't wait to celebrate it with you! You make Bounce what it is and whether you joined two months or two years ago, it wouldn't feel the same without you.

Christmas Event

FROM STEVE

Our talented barista Steve not only prepares the best coffee. He's also a talented baker. Every morning he comes in to work on his renowned baking game. The first Friday of the month we gather to enjoy his treats and chat over breakfast.

American Breakfast 

BY TALIA

In this Lunch & Learn we address - for most people - a new topic. Our beloved member and eternal friend Talia Stone teaches topics such as story telling for businesses or copy boosting. More info can be found on her website. 

Lunch & Learn

New Life

Spring (noun)
The season after winter and before summer, in which vegetation begins to appear, in the northern hemisphere from March to May and in the southern hemisphere from September to November.
"in spring the garden is a feast of blossom"

Spring Event

Meditation & Exploration

A guided meditation for your subconscious to explore situations from your childhood to give you the tools on how to take care of your emotional health better. 

Inner Child Journey

Every Wednesday take a mindful moment at our drop-in class in the morning or afternoon.

Whether an experienced meditator or someone who's just starting, come by our free meditation class every Wednesday at 09:00-09:30 or 17:15-17:45.

Meditation Wednesdays

Cacao, Meditation and Writing Workshop

A grounding cacao ceremony, followed by a short guided meditation and into an insightful writing & journalling session – all aimed to equip you with the tools to ground yourself during the hectic summer months!

Chocolate & Writing

...and first BBQ of the year

To celebrate all the hard work that went into building our coffeebar by enjoying the sun, BBQ, a glass of espresso martini – and as always – great company. Finish up those last calls early and come by! 

Soft launch of new Coffeebar

how to recover $150M of stolen crypto

A story of a major cyber heist recovery, spotting the blackhat's mistake that led a team of white hat hackers to retrieve ~$150M in stolen virtual assets. The talk offers insights into handling complex cybercrimes.

Community Event

Coming together as a community to connect before summer kicks in and to share exciting new developments across all our locations. Beers & snacks provided ;) 

Bounce United

Drop-in class: A weekly mindful moment

Whether an experienced meditator or someone who's just starting, come by our free meditation class every Wednesday at 09:00-09:30.

Monthly community moment

Every first Friday of the month we come together as a community, catch up, meet new members and connect with the old ones. Enjoy delicious coffee made by Ignasia and baked goods from our old barista-turned baker, Steve.

Bounce Breakfast

A week in Waddenzee & islands filled with sailing, workshops, delicious food, community living, learning from Nature. We board the ship at port Enkhuizen, to explore and apply the notion of Freedom – and what it means to YOU – out in the open seas.

Sailing Expedition: Exploring Freedom at Sea

Ask any questions

Come by to ask any questions about our new software which helps you: book meeting rooms, connect with each other and be up to date with the most recent developments. Office hours open 24, 25, 28 and 29 August, 13:00-14:00.

Optix Office Hours

Celebrate the official opening of our new cafe & lunch hotspot

Since April we worked hard to bring this new coffee & lunch concept to this side of Vondelpark. We're done now and can't wait to celebrate it with our community, our neighbours and friends.

Shop Launch Event 

Meditation | Cacao | Yoga | Microdosing

A full guided journey to power up and energise you for a creative & productive day ahead. Meditation, yoga, ceremonial cacao and an optional microdose of truffles. 

Mindful Morning Wednesday: Special Edition

Bounce Breakfast October

Classy vibes & tasty food artfully curated by Rowan x New Chapter Studio

NYC-style brunch meets the gezelligheid of Old Amsterdam. Delicious food, eclectic wines with a good crowd, cool space and chill vibes. Did we say we move the tables to dance after? The DJs are keen to spin...

New Chapter Pop-Up Brunch

JUST DANCE

ADE Amsterdam

WITH NEIGHBOURS

Courtyard concert

WINE & CHEESE

Wine & Cheese


Are you there for helping out a great charity of a nice acquaintance to the book launch. Namely the Tjommie Foundation of our member Maartje. The donation contributes to a good start for vulnerable children in townships in South Africa.

 Book Launch // Mark van Waes x Stichting Tjommie

Ellyn's art has adorned our walls for two weeks now. We're thrilled to collaborate and host a Vernissage in the BounceShop. Meet Ellyn Bouscasse, a French painter whose vibrant journey from software engineering to colorful canvases will be showcased.

Vernissage // Ellyn 

Home Away From Home

On Friday, 15 December, we invite you to come together as a big Bounce Family. It just goes beyond "just a workplace". You make Bounce what it is and whether you joined two months or two years ago, it wouldn't feel the same without you. 

End Of The Year Party

Our coffee bar merges cozy vibes, formocha teas, vinyl sounds, and mindfulness, crafting a perfect escape into relaxation and sensory delight

Health Festival - Tea x Vinyl x Mindful Workshop

x The Story Lounge

Those who have signed up pay a small fee, including free coffee/tea, for each visit, and write! It's as simple as that.
Time: Saturdays from 11 am to 1 pm
More info: talia@thestorylounge.com

The Bounce Writers 

Andres’s art has adorned our walls for two months now, and we're thrilled to collaborate with him to host a Vernissage at BounceSpace. Meet Andres Nuñez, a familiar face here. His work is a fusion of modern art and skateboarding. 🛹

Vernissage x Andres 

a chance to connect with like-minded individuals, share your passion projects, and get valuable feedback, give and receive fresh perspectives, contacts. 

Whether you're an entrepreneur, a creative thinker, or simply someone curious to hear and help others, this informal networking event is the perfect space to spark new possibilities and turn dreams into reality.

+1 BounceCreatives

x Peyton

Join us to take some time and space to write a letter or two home! You can also write a letter to yourself or one you never intend to send. Peyton will provide some prompts on who you could write to or what you could write about.

We are participating in a sailing race and you can join!

Our historical sailing ship Chateauroux is participating in the so called "Klipper Race", a weekend long race for large historical clipper ships. It's the first time we'll be joining for a race and will be a unique experience open to all Bounce Members!

Sailing Race x Chateauroux

x @Going Dutch Community

Attendees will enjoy casual Sunday morning conversations—“Dutch Zondag Coffee”—in a laid-back atmosphere. To kick things off, there will be a few fun icebreakers to spark conversations and give everyone a chance to practice speaking Dutch naturally.


Zondag Coffee

Networkshop 2024

ADE: Backstage Legal x BounceSpace 

x The Heart of Cacao 

Join us for an immersive, multi-sensory cacao experience, co-created with The Heart of Cacao, and craftspeople. This unique journey will open your senses and elevate your connection to this ancient wonder.

Cocoa Journey 

x Pascal

Whether an experienced meditator or someone who's just starting, come by our meditation class every Wednesday.

Weekly Somatic Meditation

 x Pascal 

Weekly Somatic Meditation 

x Janet 

Join us for an evening of painting and sipping wine 🍷 

Sip & Paint

2024

A night to celebrate, connect, and toast to an amazing year together!

END OF THE YEAR PARTY 

x Salmaan 

And it is back, the annual Year Compass Event - a moment where we reflect on 2024 and look forward to 2025

Year Compass 2024

x Addison 

Caffeine-free, and loaded with adaptogens for sleep, relaxation, and immunity boost. 

Mushroom Latte Tasting 

Leave the workday behind and immerse yourself in an evening of calm and connection.

Meditation 

x BounceSpace

Feel connected to the music. See local artists up close and personal at each show.

Sofar Amsterdam

x MADEBYSEM

New exhibition by our very own Semuel Souhuwat, founder of Madebysem Studio!

About Fr*cking Everything

 x Addison

x Kate Doyle 

This session is organized by The Story Lounge, part of our community. Want to sharpen your storytelling skills? 

Masterclass: Character Building

A Gentle Primer on Ayurvedic Living

Join us for an intimate afternoon exploring Ayurvedic Living—a warm introduction to practices, principles, and perspectives that have guided inner and outer balance for centuries.


Seasonal Shifts:

Adaptogenic Tea and Latte Tasting x Addi 

Step into the world of ancient wisdom, science and modern vitality with a unique adaptogenic tea and latte tasting experience. 

 Health Festival: 

After-Work Gathering by Monica

Connect with like-minded people, share your passion projects, and exchange fresh ideas and contacts.

Whether you're a creative, entrepreneur, or just curious, this informal meetup is the perfect space to spark new possibilities.

+1 Bounce Creatives 

Whether you want to write for the page or the stage—whether you want to write something quietly witty or outrageously funny—this masterclass is for writers of all forms and genres who want to bring a sense of humour and a playful spirit to their work.

Writing for Laughs

Do you remember the amazing choripanes we had last year? Well, they’re back! If you missed out last time, now’s your chance to try them.

Summer BBQ

Vernissage x Shacyz 

While AI races toward efficiency, his work invites us to pause and ask: what does it mean to stay wonderfully, messily human?

A Better U 

x Andante Piano 

A relaxed morning enjoying a piano concert with your everyday coffee.

Coffee & Piano 

x Little Kimchi Project 

Adelicious dive into the art of making your own kimchi from scratch. 

Kimchi Workshop 

​Come as you are. Bring only your curiosity—we’ll provide the rest.

Drink & Doodle

Luke Finsaas - Mechanical Sight

We’re excited to announce that Luke Finsaas, one of our 1st-floor members, is the next expositor in our Café. His project, Mechanical Sight, explores how both humans and AI perceive images.

Opening Night

A 1,5 -Hour Workshop by SPECTRUMÉ.AI
Step inside a fast-paced creative lab where design meets technology.

AI Creative Direction: From Prompt to Campaign

Our next Coffee & Vinyls edition comes with something new. For the first time, we’re turning BounceSpace into a Closet Sale - a mix of music, coffee, and second-hand fashion.

Bounce Closet Sale

Join us for a special morning where you can enjoy great coffee, play your favorite vinyl records, and connect with creatives souls. 

Coffee & Vinyls 

Just for members

End of the Year Party 

x Salmaan Sana

Join this meet-up to gift yourself a moment to reflect on 2025 and look forward to the aspirations of 2026

Year Compass 2025/2026

x Laia

JUST FOR MEMBERS 

Start your week with clarity and intentionality. Get clear on your goals, focus on *who* you want to be this week, and *what* needs to get done with a neuroscience-backed roadmap.

New Week, New Goals

x Clauvis Uwokunda

New work in our walls by Clauvis Uwokunda, alongside some archival pieces, will be part of a 3-month exhibit at BounceSpace.

​All are welcome for drinks at the opening.

Vernissage: ON ICONOGRAPHY

Valentine's Day Edition

​Join us for the opening of our new exhibition featuring Sanne, whose playful and bold illustrations capture the beauty of everyday moments.

Vernissage x Sanne

x Tien Procent Club

Join us for an evening with feminist cartoonist Vanillacooldance, whose illustrations explore pleasure, identity, and the female gaze with wit and boldness. She'll be joined by a panel discussion with Rutgers and NOVAH on sexual and reproductive rights. We'll close with actionable ways to support women worldwide.

Do we own our sexuality? 

MEMBERS ONLY

Expect a summer evening full of good food, drinks, music, games, and the Bounce community all together.

Summer BBQ 

x Rika Maja Duevel

We'd love for you to join us for the opening, meet Rika, explore the exhibition, and enjoy a drink with the community.

Continuosly Constructing: Solo Art Exhibition

members only

Every Friday, members can enjoy cold beers from 16:30 - 18:00

VrijMibo

Nothing beats the energy of getting diverse people together. And to feel part of something bigger. Join our events or get in touch to organise your own.

Events

SPACE TO LIVE FREE

empty

We invite you to escape the daily grind with us and get inspired once more.

Magazine

Grind away at our workspace in the heart of Amsterdam. Escape the daily desk grind and visit the farm. Create some head space and get aboard our sailing ship. After all, no one’s ever had a great idea stuck behind a desk all day. 

These are our locations

Our first collection. Come to our shop at Overtoom 141 in Amsterdam to get some. 

Shop

#### **Do you remember the first time you saw each other?**

**Ignasia:** Well, kinda. We went to the same high school in a small town called Quillota, but as Andrés is four years older than me, I just saw him passing by. I remember I thought of him as the popular guy. His skater vibe gave him an aura that was hard to ignore, even for a then 13-year-old me. We were in totally different worlds, but I definitely noticed him. We even played at the same school event once—I sang, he played guitar. I doubt he saw me, though, haha.

**Andrés:** Actually, I did notice her. Nacha always had this energy that made her stand out, even if we never talked back then.

#### **You call Ignasia “Nacha”, why?**

**Andrés:** Nacha's just what everyone calls her; it's a Chilean thing to have nicknames. I'm "Happy" to my friends because I'm always smiling. But whilst Nacha thought of me as a cool skater guy, I’m actually pretty shy. It took years before I dared to make a move on her. Our paths crossed again in Santiago, the capital of Chile, where we both moved after high school. I was getting into professional photography, and Nacha needed photos for her acting portfolio. Our first photo session together was when we started talking and became friends. Even though I was dating someone else at the time, we shared a good vibe.

**Ignasia:** We definitely clicked, even if it was all professional at first. After our third photo session, Andrés invited me to an indie concert.

**Andrés**: That was a good move, ‘cause I was taking pictures at this event and my friends were hosting the party so I could take her backstage. Nacha was clearly impressed, haha.

**Ignasia**: Well, duh. He was working already, I mean, with bands and brands and stuff. It all felt so professional, and I was just a student.

**Andrés**: After the concert we went to a bar, a very shitty one, we drank mojitos and danced to reggaeton.

> **“On our first date we didn’t kiss. I tried to, but he gave me a hug instead.”**

![AndresIgnasia-510_copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Andres_Ignasia_510_copy_7c4a999ca2.jpg)

#### **What happened then?**

**Ignasia**: Well, we didn’t kiss. I tried to, but he gave me a hug instead. Only until the second date we kissed.

**Andrés**: I told you; I’m shy! But when we were dancing on our second date, I knew that I could go for the kiss. We share a love for reggaeton and indie music, I actually think our mutual passion for this music drew us together. But as we started dating, we noticed we had even more in common, like our similar dreams

#### **What were those dreams?**

**Ignasia:** Well, we’re both creative and passionate about making things. Our relationship was pretty strong and I even worked with Andrés for a while at his private studio. During the pandemic we broke up, I think the social restrictions made us feel locked up, so we weren’t our true selves. But after a while we started to see each other again. In the time apart I visited Amsterdam. That trip was transformative, I fell in love with the city's openness and warmth. I knew I had to move there one day. In the meantime, Andrés traveled through Europe. When we started to see each other again, we spoke a lot about our futures. We realized there was more to life than what we were living in Santiago. I told him that I wanted to move to Amsterdam, and he joined me right away. No hesitation whatsoever.

![AndresIgnasia-022_copy_2_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Andres_Ignasia_022_copy_2_2_94d55827b5.jpg)

#### **Do you think Chile pushed you out, or Amsterdam dragged you in?**

**Andrés:** Hmm, that’s tough. Growing up, I always wanted to see and do more than what my small town offered. Getting the internet was a game-changer for me. It started with my love for skating, then I got a camera and began sharing my stuff online, on a skate blog. This opened up the whole world to me, right from my screen. At home I always felt a bit different, by the way that I dressed or my interests. I was so curious about what it would be like to live in another place.

**Ignasia:** It’s not like we were unhappy in Chile, I think we both just knew there was so much more out there to experience, to learn. That craving for more—to see more, to be more—kind of glued us together. It wasn’t about running away from anything; it was about chasing all the possibilities that life could offer, together.

#### **And when you got here, was it everything you hoped for?**

**Andrés:** Well, Amsterdam was a big reality check for me. Back in Chile, I was working with top brands and running my own studio. But landing in Amsterdam? I pretty much had to start from scratch. I had sold everything except my camera. It was tough, not gonna lie. But what I really appreciate here is the social vibe, it's different. In Chile, it's all about family, but when it comes to work, everyone's out for themselves. Here, there's a sense of community that's just... it's refreshing.

**Ignasia**: Amsterdam opened my eyes in so many ways, especially about equality. Back home, the gap between the rich and the poor is just massive, and it feels like the rich couldn’t care less about the poor. But here, there's this sense of everyone being in it together. The social system is way more welcoming than in Chile, I really appreciate that about the Netherlands.

![AndresIgnasia-331_copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Andres_Ignasia_331_copy_a86271c4e4.jpg)

#### **How has Bouncespace played a role in your journey in Amsterdam?**

**Andrés:** When we got to Amsterdam, it was a waiting game for me because I didn’t have a work permit yet, I was just living off my savings and not doing much. Nacha jumped into work, starting as a barista, but wasn't feeling it. After 6 months I got the job at Disruptive Records, which was located on the third floor at Bouncespace. I overheard people talking about how they were in need of a new barista. I couldn't help but brag about Nacha being an awesome barista. Next thing you know, she's part of the Bounce crew.

**Ignasia**: Bouncespace is much more than just a place to work. It's where I can truly be myself and feel that my voice is heard. I've shared with the team my ambition to contribute beyond just the café role, and now I'm diving into roles as a social media and event manager, which I absolutely love. But I’m also still really passionate about acting, so: I'm launching an acting workshop right here at Bounce in the next few months.

#### **You’re not giving up on acting?**

**Ignasia**: After hitting a wall with traditional casting methods in the Netherlands, I decided to carve out my own path, combining my passion for acting and social media to create content, with Andrés supporting me as my videographer. Giving up isn't in my playbook. My ultimate aim is to meld my skills in social media and acting.

#### **Living together and working together, how do you manage conflicts?**

**Ignasia:** Andrés is such a calm presence, really. I tend to overthink things, and sometimes, Andrés doesn't offer much verbally, which sends my mind racing. But we're both committed to understanding each other better and are even in therapy to work on communication issues.

**Andrés:** Sí.

![AndresIgnasia-265_copy_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Andres_Ignasia_265_copy_2_3a1c7653fc.jpg)

#### **Looking ahead, where do you want to be in 5 years?**

**Ignasia:** In five years, I see us running our own creative studio, integrating acting and other creative projects.

**Andrés:** My aim is to elevate my creative pursuits to new heights. Patience is key, but I'm eager to explore every avenue of creativity. Opening our studio here would be ideal, a place where we can both shine. But I actually see Nacha do bigger things, things she doesn’t even know she’s capable of right now. She truly is the star in our relationship.

**Ignasia:** (laughs) Make sure you write that down!

#### **Well, I think we will see more of you two since you also perform together, right?**

**Andrés:** Yes, Nacha sings and I play the guitar. Just like how we started out in high school. It feels surreal. We had our first paid gig together. It's a full-circle moment, from playing in our small town, to now sharing our music here. I'd say it's "la media volá" – it's unbelievable.

![AndresIgnasia-453_copy_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Andres_Ignasia_453_copy_2_0486da4b98.jpg)

#### Text: [Janna Nieuwenhuijzen](https://www.instagram.com/janna_ster/?utm_source=ig_embed&ig_rid=18e315e5-3a07-4b71-bcef-0b5e93255944)

#### Photos: [MADEBYSEM](https://www.instagram.com/madebysem_studio/)

#### Links: [IGNASIA](https://www.instagram.com/ignasiabiggi/) / [ANDRES](https://www.instagram.com/andres.ns/)

Ignasia & Andrés

dark

![Studiosessie_Florian-095_copy_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_Florian_095_copy_2_73cdc2c4f2.jpg)

#### **So, Florian, I seem to be drinking Stooker Specialty Coffee beans every day! How did your coffee end up at BounceSpace?**

Haha, I’m glad to hear that! My connection with BounceSpace began in 2012 when Onno, my current business partner, and I helped set up Lot 61. During that time, BounceSpace opened, and we established a small espresso bar there where I worked as the barista. We got to know the community and made many connections. After we left to start our own company, Stooker, the connection faded. About a year and a half ago, Jorn from BounceSpace wanted to take their coffee offerings more seriously and needed expertise. We saw an opportunity to return, collaborate, and create something exceptional, transforming the coffee corner into a vibrant, educational space.

#### **You don’t just deliver coffee beans, right? Can you elaborate on Stooker’s concept and what sets it apart?**

At Stooker, we focus on three main components: quality beans, skilled baristas, and top-notch equipment. But it goes beyond that. We offer comprehensive support, from bar setup and workflow optimization to barista training. It's about creating an entire coffee experience, not just serving a drink. We aim to share the story behind the beans, the farmers, and the journey of the coffee itself. Our approach is holistic—we look at everything from the design of the coffee bar to the sustainability of our practices. We believe in creating a seamless experience where every cup of coffee tells a story and every interaction is an opportunity to learn and connect. It's not just about the end product; it's about the entire process and the relationships built along the way.

![Studiosessie_Florian-147.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_Florian_147_19fc0e9852.jpg)

#### **Why is it important to share the story behind the coffee beans?**

Transparency and sustainability are at the core of what we do. Knowing where your coffee comes from and understanding the effort and care that goes into producing it adds value. It’s crucial to highlight the farmers' stories, their practices, and the sustainability efforts involved. This not only enriches the coffee experience but also promotes paying a fair price to the farmers and better practices in the industry. By educating our customers about the origins of their coffee, we help them appreciate the complexity and beauty of the process. It's about fostering a connection between the consumer and the producer, which we believe leads to more thoughtful consumption and a greater respect for the product. Moreover, it supports farmers and communities, ensuring they receive fair compensation for their hard work.

#### **The specialty coffee industry seems quite niche. How has it evolved over the years?**

Specialty coffee has grown significantly. Initially, it catered to a select group of enthusiasts, but it’s becoming more mainstream. People are willing to go the extra mile for quality and sustainability. This shift reflects a broader trend in consumer behavior, where people seek out products that align with their values and are willing to invest in better quality. When we started, specialty coffee was a small, almost underground movement. Now, it's a significant part of the coffee culture. Consumers are more informed and interested in what they drink. They appreciate the nuances and are curious about the stories behind their coffee. This change has allowed us to reach a wider audience and make a more substantial impact.

![Studiosessie_Florian-265_copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_Florian_265_copy_7793c60ab3.jpg)

#### **There’s often talk of ‘coffee snobbery.’ What’s your perspective on this?**

Coffee snobbery can be a double-edged sword. On one hand, it represents a deep appreciation for quality and craftsmanship, which is great. But on the other hand, it can create barriers and intimidate people who are new to specialty coffee. At Stooker, we try to strike a balance. We want to educate and share our passion without alienating anyone. It's about making great coffee accessible and enjoyable for everyone. We believe in celebrating the complexities and nuances of coffee while also being approachable and welcoming. The goal is to enhance the coffee experience, not to make it exclusive or elitist. That’s why we started our academy where we train all the baristas who work with our coffee, both in the hospitality industry and for consumers. We encourage curiosity and learning at every level, whether you're a seasoned coffee enthusiast or just beginning to explore the world of specialty coffee.

> *"Coffee is more than a drink; it's a journey from bean to cup that tells a story of passion, sustainability, and connection."*

#### **I have the feeling that the specialty coffee industry is quite male-dominated. What’s your take on that?**

It's true that historically, the coffee industry, particularly in roles like roasting and ownership, has been male-dominated. However, there are positive changes happening. More initiatives and organizations are promoting diversity and supporting women in coffee. It’s about creating opportunities and breaking down barriers. At Stooker, we strive to foster an inclusive environment where everyone can thrive. We see more women entering the field, and it's exciting to witness the shift. Gender diversity brings different perspectives and skills to the table, enriching the industry as a whole. We have collaborated with initiatives that support women in pursuing careers in coffee, such as a training program and a platform for their voices to be heard. We have sourced coffee from cooperatives made up entirely of female farmers and worked with importers in Rwanda who help female farmers acquire land for coffee cultivation. We stand for equality in terms of gender, race, religion, and sexual orientation, and we apply this belief in practice wherever we can. Currently, our team is 25% female and 75% male, and we aim for 50% female representation.

#### **Coffee is often seen as a social beverage. What makes 'having a coffee together' such a central part of social interactions?**

That's an interesting point. Having coffee together has become almost a cultural institution. It's more than just drinking coffee; it's about connection. In many cultures, sharing a cup of coffee is an excuse to gather, talk, and bond. It serves as a social lubricant that brings people together, whether for business meetings, catching up with friends, or even first dates. Coffee shops often serve as communal spaces where people feel comfortable and welcome. This social aspect is ingrained in the very act of "having a coffee," which has evolved into a ritualistic experience. The warmth and comfort of a good cup of coffee can create an atmosphere of relaxation and openness, making it easier for people to connect and communicate.

![Studiosessie_Florian-213_copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_Florian_213_copy_07e2a4f5ff.jpg)

#### **What’s your vision for the future of Stooker and your role in the coffee industry?**

Our goal is to continue pushing the boundaries of what’s possible in specialty coffee. We want to expand our partnerships and bring our sustainable and quality-focused approach to more places. Personally, I’m passionate about education—helping people understand and appreciate the nuances of coffee. Whether through training or simply sharing stories, it’s about making a positive impact and empowering others. We envision Stooker as a leader in the industry, not just for our products but for our commitment to sustainability and education. We aim to be a source of inspiration and knowledge, driving positive change in how people perceive and consume coffee. Our future involves more collaborations, innovative projects, and continuous improvement in our practices to set new standards in the coffee world.

#### **Sounds like sustainability is important to you, how do you incorporate that into your personal life? Is it something you want others to be inspired by?**

If there’s one thing I’d like to leave with, it’s the importance of being mindful of the choices we make. Whether it’s the coffee we drink or the way we live our lives, every decision has an impact. By choosing quality and sustainability, we can make a positive difference in the world. And of course, always savor your coffee—it’s a small joy that connects us all.

#### Text: [Janna Nieuwenhuijzen](https://www.instagram.com/janna_ster/?utm_source=ig_embed&ig_rid=18e315e5-3a07-4b71-bcef-0b5e93255944)

#### Photos: [MADEBYSEM](https://www.instagram.com/madebysem_studio/)

#### Studio: [Parq Studios](https://www.instagram.com/parqstudios/)

#### Links: [Stooker Specialty Coffee](https://stookerspecialtycoffee.com/)

Florian

![Studiosessie-017_copy_4.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_017_copy_4_a1339bf11a.jpg)

#### **Let’s start at the beginning: what kind of role did music play in your lives growing up?**

**CONNIE**: I started dancing when I was really young—it was my first way of expressing myself. I grew up in a pretty traditional Chinese family, I thought I had to become a doctor. So, I tried that. I studied biology, got a job in that field… and hated it. Quit, moved to LA, and started working behind the scenes at festivals—literally unlocking dressing rooms for artists and fetching Gatorade (only the blue one, of course). Eventually, I found my way into artist management and stayed in that world for ten years. But during the pandemic, I needed a reset. I moved to Amsterdam and started working at FUGA, a music distribution company. That’s where I met Melissa—and we quickly bonded over the same frustrations with the industry. We kept waiting for someone Dutch to start something for women and gender nonconforming people here. And then we thought: *fuck it—let’s do it ourselves.*

**MELISSA**: I’m originally from Scotland, but I kinda lost my accent though—haha. I studied international relations, but music was always in my life. I played piano, drums, and sang growing up. Still, the idea of working in music never really felt like a “real” option until I accidentally landed an internship in Amsterdam. That company happened to share a building with FUGA, and I ended up working there myself. When Connie and I met, we realized we shared the same itch to build a more inclusive community in music. So we started shesaid.so Amsterdam [a local chapter of the global community shesaid.so]—and suddenly all those late-night venting sessions had a real purpose.

#### **What did you notice specifically that made you feel something had to change?**

**MELISSA**: The heart of the scene is still dominated by men. One thing we both noticed was how effortlessly men support each other in this industry. Sharing tips, passing on contacts, opening doors. That support network exists for them, but for women and gender nonconforming people—it’s a lot more fragmented. The community is there, but the structure isn’t.

**CONNIE**: And we wanted to build that structure, especially here in Amsterdam where, as expats, we didn’t see anything that was broad enough and inclusive enough. There are some women-in-dance collectives, which are great, but we felt there was room for a wider umbrella—something that included people across genres, from hip-hop to classical. Amsterdam isn’t just a dance music city, and we wanted to reflect that.

![Studiosessie-029_copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_029_copy_7002526379.jpg)

#### **Starting a new community as two expats in a very Dutch scene—was that challenging?**

**CONNIE**: Absolutely. One of our first big projects was a hip-hop mentorship program with Johnnie Walker’s “Pass the Mic” campaign. And in that process, you have two people who didn't grow up here, who don't speak the language and knew very little of the Dutch hiphop-world. We had to learn fast—LinkedIn deep-dives, cold emails, friend-of-a-friend intros. But it paid off. We saw a massive increase in people from the hip-hop community at our events afterward. That felt really rewarding.

**MELISSA**: We also heard over and over again how important it was for women to simply be in the same room. The dinner at the start of the mentorship program is what people loved the most. There’s something powerful that happens when you bring women together—an energy that’s hard to describe but so real.

#### **You’re doing events, dinners, mentorships, workshops—how do you keep it all going?**

**MELISSA**: We don’t sleep? [laughs] No, but really, we do this next to our full-time jobs. It’s a passion project, and that’s why we’ve been able to keep it up. We’re also now officially a foundation and part of the global shesaid.so collective, which has been around for ten years.

**CONNIE**: One thing that really keeps us going is the feedback from people. The community is so appreciative and so ready for this. We’re always evolving, always learning. We even have a Google Doc called “Things We’ve Learned” that’s basically a list of mistakes and “never again”s. But it’s all part of it.

![Studiosessie-055_copy_4.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_055_copy_4_d25bd23ac6.jpg)

#### **I read you’re organizing a workshop that asks people to bring a male colleague. Why that format?**

**CONNIE**: Because if we want actual change, men need to be part of the conversation. Otherwise, we’re just preaching to the choir. We’re doing a workshop on unconscious bias where everyone brings a man. Half the spots are for people from major music companies, the other half is open. We want to create a space where men can ask questions, make mistakes, and learn—without being shut down immediately.

**MELISSA**: We’ve realized a lot of men want to be allies but just don’t know how. They’re afraid of saying the wrong thing, of being the “white knight.” We want to give them a space where they can figure it out with us. And yes, women have biases too. Everyone does. It’s just about recognizing them and trying not to act on them.

> *"We kept waiting for someone else to start it. And then we thought: fuck it—let’s do it ourselves."*

#### **Is it frustrating that you have to do this kind of work? That the industry isn’t taking more responsibility?**

**CONNIE**: It’s definitely overwhelming sometimes. There are so many layers to the problem—safety at festivals, language used in studios, the casual nature of the industry itself. It’s built in a way that’s inherently unsafe. But we’re hopeful. We believe in change through education, and we’re seeing it happen. Slowly, but it’s happening.

**MELISSA**: Gen Z gives me so much hope. They don’t take shit. They’re going to come in and demand sober studio sessions if that’s what they need to feel safe—and that’s exactly the kind of shift we need. You can make it more formal without losing the vibe or without losing the creativity. It’s not one or the other.

![Studiosessie-178_copy_4.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_178_copy_4_21f73d29b8.jpg)

#### **What’s your biggest dream for shesaid.so Amsterdam?**

**MELISSA**: An award ceremony. Like the Women in Music Awards in the UK. A night where we just celebrate our community. Loudly. Publicly.

**CONNIE**: That’s a bit un-Dutch, isn’t it? But yeah, we’ll do it anyway. We deserve to take up space.

#### Text: [Janna Nieuwenhuijzen](https://www.instagram.com/janna_ster/?utm_source=ig_embed&ig_rid=18e315e5-3a07-4b71-bcef-0b5e93255944)

#### Photos: [MADEBYSEM](https://www.instagram.com/madebysem_studio/)

#### Studio: [Parq Studios](https://www.instagram.com/parqstudios/)

#### Links: [She Said So](https://www.shesaidso.amsterdam/)

She Said So 

![Studiosessie-221_copy_2_3_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_221_copy_2_3_2_e249926799.jpg)

#### **When you were freelancing, why did you feel journalism wasn't the right fit for you?**

I started with a clear vision of becoming a serious journalist. I enjoyed writing about everyday topics: things that might not immediately catch your eye but are interesting when you delve deeper – like stories about how our phone addiction is similar to substance addiction and how we’re having more unprotected sex and getting more STDs. I always tried to make my stories human and relevant by connecting them to sociological research. Although I wrote for well-known outlets like Het Parool and VICE, I wasn’t happy because I often felt lonely in the process. Feedback was limited, and I was insecure about my pieces. What struck me was that I was mostly focusing on earning my place in the journalism industry, hoping for approval from respected journalists. What also annoyed me was that not many people that I initially wrote the articles for – people of my age group – were actually reading them. When I posted my stories on social media, I received positive reactions from my peers, but none of them ever read the whole story. Those two insights troubled me. I thought: isn’t journalism supposed to be for – and read by – the people that it’s meant for?

#### **By stepping away from writing, wouldn’t you only reduce your chances of reaching people?**

Making the decision to quit writing was surprisingly freeing. I had struggled with trying to fit into the typical image of a journalist – it just never really suited me. At the same time, I decided to give up alcohol and drugs, which remarkably cleared my mind, allowing me to foster new ideas and improve my self-image. This personal change led me to realize that my journey might need to diverge from the conventional paths in journalism. Moreover, it became clear to me that it wasn’t just me who was failing to connect with the younger audience—journalism as a whole seemed to be losing its grip on the youth, despite their keen interest in the world around them. Coupled with my frustration over how deeply young people, myself included—I’m a real doom-scroller–, were immersed in social media, I was inspired to create @snackpaper_. This platform is designed to bridge the gap, leveraging social media’s pervasive influence to engage young people with news in a format that resonates with them. So to answer your question, I feel like my chances of reaching the right people will only increase!

![Studiosessie-468_copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_468_copy_402a2e0265.jpg)

#### **And what is @snackpaper_?**

@snackpaper_, a project of the Jong Belezen Foundation that I co-founded with three friends, aims to reach young audiences with journalistic content, transforming newspaper content into engaging videos on social media: Instagram, TikTok and YouTube Short. We use influencer strategies to share this content.

> "My ambitions extend beyond our borders, seeking collaborations with like-minded individuals to strengthen our initiatives. Our ultimate goal is to foster greater understanding among people"

#### **You call yourself a doom-scroller, but you still choose social media as a platform to achieve your goals. Why is that?**

Haha, true. I can really lose myself in scrolling through TikTok videos, hours get lost—which I hate. But don’t we all? Social media has immense power. It can completely consume us even more than books or newspapers ever did. Despite the negative aspects they can have on us – by detaching us from the real world – I believe we can use that power as an opportunity: to spread common knowledge and create connections. That’s what we tend to do with @snackpaper_. I thought if we’re already spending so much time on these apps, why not combine the endless scrolling with good pieces from reputable journalists and media?

![Studiosessie-022_copy_2_4.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_022_copy_2_4_33c8f332ef.jpg)

#### **As a freelancer, you felt lonely. How is that now, since you work with a team?**

As the executive director of our foundation, I now work closely with four interns. If you’ve ever entered the fourth floor of BounceSpace at Overtoom, we’re hard to miss – haha. It's inspiring to work with young people and provide them with the guidance I missed when I was starting out. Although mentoring is one of the most enjoyable aspects of the job, it also brings challenges, like constantly balancing HR tasks and my own creative focus. It's like needing eight tentacles to juggle everything. I'd love to have someone beside me who shares my vision, but we didn’t find that perfect person yet.

#### **Are you meant to be a boss?**

Haha, that’s a good question. I think so, yes. I enjoy “being the boss”. But I'm not the boss who says, "I know better." I lead in a vulnerable way. Although I'm in charge, I know I don't always have all the answers and depend on my team.

What I also love about having started my own business is how valuable my social skills have become. Connecting people comes naturally to me, so I want to keep on deploying that throughout my work in media. During my master's in journalism I learned about the forces of media, how they influence our thinking, how they create frameworks for how we interpret reality and how journalism could bridge our differences and contribute to creating a sort of common sense. I believe that traditional journalism isn't reaching its full potential at the moment, so I'm exploring new methods to enhance its impact.

![Studiosessie-260_copy_3.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_260_copy_3_6fab527bfa.jpg)

#### **So connecting sounds like your mission, but aren’t you worried about losing connection with yourself while constantly seeking to connect with others?**

Hmmm, valid point. At times, I question the purpose of it all, especially when our efforts yield only a few likes or we receive negative comments on our videos. Social media can be a harsh environment, and running a startup means having little free time. Taking part in the so-called “rat race” can be overwhelming, and I'm not very good at relaxing, so there are moments when I do feel disconnected from myself but I’m working on that with a business coach. However, the ability to create something new every day with @snackpaper_ is a privilege many people working for a boss can only dream of.

#### **What about your dreams? Where will this freedom to create lead you?**

I'm very optimistic about the future. My role as a public speaker complements my work at @snackpaper_, allowing me direct interaction with audiences. I aim to expand my presence at events focused on news literacy and journalism to establish myself as an authority in the field. While the Netherlands is progressive in media trust, there remains widespread misunderstanding about different perspectives. I see the way we approach the news at @snackpaper_, with combining influencer methods and journalism – as “newsfluencers” – as a vital tool to bridge these gaps. My ambitions extend beyond our borders, seeking collaborations with like-minded individuals to strengthen our initiatives. Our ultimate goal is to foster greater understanding among people. This journey with @snackpaper_ is just the beginning.

#### Text: [Romy Klaassen](https://www.instagram.com/romy.klaassen/)

#### Photos: [MADEBYSEM](https://www.instagram.com/madebysem_studio/)

#### Links: [SNACKPAPER](https://www.instagram.com/snackpaper_/) / [JANNA](https://www.instagram.com/janna_ster/)

Janna 



![Daphne_Studiosessie-245 copy 2 3.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Daphne_Studiosessie_245_copy_2_3_4f0e4021e0.jpg)

#### Let’s start at the beginning. How did ted. come to life?

It started really small, without a plan. About four and a half years ago we moved into our new home and bought a few secondhand furniture pieces. I started selling a few of them, then buying others—it was just a fun cycle. I think a lot of people start that way. At some point I realised I had built up a small collection that didn’t fit in our house anymore. That’s when ted. really began: from the love of hunting, curating, and finding joy in objects. Eventually we got our own studio space. From there, we started renting it out for photo shoots, events, even dinner parties. It just kept growing.

#### How do you explain what ted. is now? A store? A studio? A gallery?

It’s really all of those things. We sell furniture, we rent it out, and we also rent out the studio itself. It’s not a classic store with opening hours—you visit us by appointment. The furniture pieces are for sale, but also for rent if someone needs them for a shoot or a project. There’s a lot of flexibility in how people interact with the space. I love that. People can visit, have coffee, look around, and maybe fall in love with a chair or a table. If it’s for sale, it’s yours. Some pieces we keep only for rentals—those are our treasures. But most things? They’re ready for a new home.

![Daphne_Studiosessie-019 copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Daphne_Studiosessie_019_copy_2e5282b9b5.jpg)

#### And now a little piece of ted. lives at BounceSpace. How did that collaboration come about?

That’s such a nice connection. It started a year ago—I did the styling for an event at BounceSpace. After that we stayed in touch, and you mentioned needing new chairs. We had just received these amazing Brunner chairs—super popular at the moment, and available in lots of colours. So we curated a little corner that would match the communal table at BounceSpace. Now there’s a slice of ted. living there. I love that it’s not branded or obvious—it just fits in naturally, like it belongs. That’s very much the spirit of both our spaces, I think.

#### Your aesthetic is so specific—playful, a bit nostalgic, but also fresh. How do you decide what belongs in your collection?

It’s all gut feeling. I don’t follow trends. If something catches my eye and gives me energy, I go for it. If I hesitate, even a little bit, it’s a no. I don’t try to force pieces into the collection. It has to click. I think a good piece has presence—it can be about colour, shape, patina, or even just attitude. We source items from everywhere—online, in shops, at markets. And we ship worldwide too. The beauty is in the mix. I never wanted a showroom that felt stiff or overly styled. ted. should feel like stepping into a story you didn’t know you were part of yet.

>"I never add anything unless I’m 100% sure—it’s a feeling thing. That’s how I curate, and how I live."


#### So what’s the story behind one of your favourite pieces?

Oh, there are so many stories. A recent one I love: I found this incredible vintage lamp in Morplus. I bought it for the studio, but then we ended up moving into a new house—literally one block from where I picked up the lamp. So it came with us. It feels like it was meant to be. Another moment that stuck with me: a couple came to pick up some chairs, and when they arrived, they brought us homemade yoghurt and milk from their farm as a thank-you. That kind of warmth—that’s what makes this work so rewarding. It’s not just business. It’s personal.

#### You live and work in Amsterdam—how does this city influence what you do?

I love Amsterdam. I’m from the east of the Netherlands, so when I first moved here, it felt huge. But now, 15 years later, it’s like a village. The energy is inspiring—there are art galleries, music venues, creative events happening constantly. You bump into people, ideas, and opportunities. And what I really appreciate is seeing other entrepreneurs experiment. That gives me energy. Everyone’s trying something—seeing what works, what doesn’t. That makes me feel like it’s okay to try, too. It’s not about perfect execution—it’s about momentum.

![Daphne_Studiosessie-229 copy 2 3.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Daphne_Studiosessie_229_copy_2_3_ae118d32e1.jpg)

#### And what do you think ted. gives back to Amsterdam?

Colour! Not just literally, but in energy too. I don’t think there are many stores in Amsterdam quite like ours—especially with the balance of vintage and modern, and the way we curate. We also get a lot of tourists who follow us on Instagram and message me like, “I’m in town, can I visit?” That’s always fun. I like being a hidden spot people seek out. It’s not flashy, but if you know—you know.

#### Your Instagram looks like a magazine. How does it fit into your creative process?

It’s become a really important part of our business, even though it started so casually. I post something and someone on the other side of the world sends a message asking if they can buy it. We’ve shipped pieces to South Korea, the U.S., Taiwan—you name it. I never expected that. The reach is wild. But what I love most is that it connects us to people who really care about design. It’s not about numbers—it’s about resonance.

![Daphne_Studiosessie-225 copy 3.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Daphne_Studiosessie_225_copy_3_a943626268.jpg)

#### Last critical question—do you ever feel the pressure to scale up, turn this into a “real company”?

Good one. Yes, sometimes. People ask if we’ll open a second space or hire a big team. But right now, it works because it’s small. It’s personal. I like knowing every piece, every person who visits. Maybe we’ll grow in our own way, but never at the cost of what makes ted. feel like ted. That’s the promise I’ve made to myself.

#### So what’s next?

No big master plan. Just keep going with curiosity. Keep creating. Keep feeling. And if it brings joy—then I know I’m on the right path.

Text: [Janna Nieuwenhuijzen](https://www.instagram.com/janna_ster/?hl=en)

Photos: [MADEBYSEM](https://www.madebysem.nl/)

Studio: [Parq Studios](https://www.parqstudios.com/)

Links: [ted.amsterdam](https://www.tedamsterdam.nl/)

Daphne 

main

![Dion_Studiosessie-167_copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Dion_Studiosessie_167_copy_de339672be.jpg)

#### **When people ask you at a party what you do, what do you say?**

**D:** I tell them I’m a cook. That’s the short answer. The longer story? My brother and I started cooking together about five years ago. It began with an abundance of vegetables from our parents’ garden — a proper Burgundian jungle filled with forgotten vegetables, rare herbs, and around 190 types of tomatoes. We started making menus for friends and family, and that blossomed into *Bruur Culinair*. We now cater weddings and private dinners, all on location, using seasonal produce straight from that magical garden.

#### **Hold on — 190 types of tomatoes? I thought there was just... one.**

**D:** Haha, that’s a common reaction. But truly — there are thousands of tomato varieties. Our parents have a greenhouse with nearly 190 kinds alone. Each one has its own flavor profile, texture, and story. When they're in season — usually July or August — we serve them almost untouched: just olive oil, sea salt, and pepper. That’s enough. The flavor is already there if you just let nature do her thing.

![Dion_Studiosessie-179_copy.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Dion_Studiosessie_179_copy_cc5bd25761.jpg)

#### **So your menu depends on what grows in your parents’ garden?**

**D:** Exactly. We let the garden guide us. We’re constantly experimenting — recently with fermentation — so we can use the harvest year-round. And that garden isn’t just a source of food; it’s a place of gathering. We sometimes host dinners there, and my other brother joined me and my brother on our new concept dinner *Zin•tuig*: a full sensory dinner where people don’t just eat — they experience. We walk them through the garden, tell the stories behind the ingredients, and serve an eight-course meal that appeals to all the senses. Smell, touch, taste, sound — it’s all part of the evening. The goal is simple: to reconnect people to their food — and to each other.

#### **That’s beautiful. Was the garden always this special to you growing up?**

**D:** Not consciously. As kids, it was just the backyard — a place to play, hang out, maybe get roped into some weeding. The deeper appreciation came later. Only recently have I realized how lucky we were to grow up with that access to nature and flavor. Now, helping my parents maintain it and learning from them every week, it feels like a legacy I’m part of.

![Dion_Studiosessie-222_copy_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Dion_Studiosessie_222_copy_2_be30e9a021.jpg)

#### **And you do all this with your family? That can be intense. No arguments?**

**D:** No fights yet, no. We actually work really well together. It helps that we were raised in a family where communication mattered. My parents are still very involved — we garden together every week. It’s all rooted in love and trust. Of course we argue sometimes — we’re siblings — but the shared vision pulls us together. Even our sister is active on the land; she uses the garden for retreats and lectures. That place is becoming a kind of family HQ. We each have our own projects, but everything grows from the same soil.

#### **Was building a community around the garden always part of the plan?**

**D:** Maybe not at first, but it’s becoming the heart of what we do with *Bruur Culinair*. Food has this beautiful way of opening people up. It’s intimate, it’s universal, and it creates space for conversation — or just quiet company. If we can nourish someone’s body and spirit, that’s success. And it doesn’t have to be grand. A single evening, a shared laugh, a feeling of being seen — that’s already enough. We don’t need a big platform to make a difference. Just a table, a plate, and a bit of attention.

> **"Food has this beautiful way of opening people up. It’s intimate, it’s universal, and it creates space for conversation — or just quiet company."**

#### **That sounds like we must make a bit more time for eating?**

**D:** Exactly. In our part of the world, food is often treated as fuel — something to squeeze in between appointments. But in other cultures I’ve visited, like Japan or parts of Africa, food is a moment. It demands attention. It brings people together. Here in Brabant, we’re already a bit more Burgundian by nature — we enjoy the long table, the good glass of wine. I just want to stretch that moment even further. Add intention. Create space for connection, especially for those who don’t often get invited to the table.

![Dion_Studiosessie-091_copy_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Dion_Studiosessie_091_copy_2_681528cfdd.jpg)

#### **You seem really happy. But what’s the dream now? What’s next?**

**D:** Honestly? Keep doing this. Stay curious. Keep enjoying it. We want to grow *Bruur Culinair*and*Zin•tuig* without losing the intimacy — and start giving back more. Like inviting people from our village or community who might be lonely, or who could use a warm meal and a moment of connection. If we can be a tiny spark in their day — that’s what it's about. Food has that power.

#### Text: [Janna Nieuwenhuijzen](https://www.instagram.com/janna_ster/?utm_source=ig_embed&ig_rid=18e315e5-3a07-4b71-bcef-0b5e93255944)

#### Photos: [MADEBYSEM](https://www.instagram.com/madebysem_studio/)

#### Studio: [Parq Studios](https://www.instagram.com/parqstudios/)

#### Links: [Bruur Culinair](https://www.bruurculinair.nl/)

Dion

![Studiosessie-520_copy_2_2_3.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_520_copy_2_2_3_db394ba726.jpg)

#### **When someone asks you at a party – “what do you do?” – what’s your go-to answer?**

**SEM:** Ugh. *The worst question,*right? But alright – usually I say, “Hi, I’m Sem. I run a design studio.” And then they ask what a design studio is. So I tell them:*MADEBYSEM* is a boutique studio that creates brand identities. That’s everything from the “who are we?” and “what do we stand for?” questions all the way to the execution – logos, websites, campaigns, photography, tone of voice. It’s visual, strategic, and emotional all at once.

#### **What pulled you into the world of design in the first place?**

**SEM:** I started at the Rietveld Academy, where I studied graphic design. But photography stole my heart along the way. It was an organic thing – friends asking me to shoot projects, fashion shoots, creative gigs – and suddenly, I was a photographer. But when COVID hit, everything changed. Studios shut down, teams couldn’t come together, and I realized I needed something I could do solo, from my desk. That’s when design came back full force.

Now I direct full creative brand identity design projects. I bring together a team of experts; copywriters, illustrators, webdesigners, photographers and sometimes I get back behind my camera and fill the role of photographer, just because I love the art form. I get energy from bringing people together and helping them do what they do best. That’s what I love the most.

![Studiosessie-073_copy_3_BW_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_073_copy_3_BW_2_5e664f5691.jpg)

#### **That sounds like a lot more than “just a logo.” Can you walk me through your process?**

**SEM:** Exactly – it’s never *just a logo*. People often come to me with that question, “Can you make me a logo?” And my response is: “Sure, but why?” What’s the story? What are you offering? Who’s it for? What’s the vibe, the energy, the culture you want to build? It’s all part of the brand identity.

Take Ceppi’s, for example – that fun Italian restaurant here in Amsterdam. The owners approached me at the Noordermarkt on a sunny Saturday. “Can you make us a logo?” Sure. But when we sat down here at BounceSpace for our first session, it quickly turned into a full brand strategy. What’s the best product? Who’s the ideal audience? What does the brand *feel* like? We guide our clients through that creative journey. It becomes a collaborative process of answering important questions from the product to the ideal clients experience, and that co-creation is what makes the work really powerful. That’s where the magic happens.

#### **You run your office at BounceSpace. What’s that like for you working at Bounce?**

**SEM:** BounceSpace has been massive for me. It’s not just a workspace – it’s a community. You bump into lawyers, DJ’s, hot yoga teachers, writers, different entrepreneurs. And the community is really sociable. Starting with a filter coffee in the morning is part of the routine. Talking to different business minded people at BounceSpace is great for development on entrepreneurship, tips on finance, and off course you’ll find me for Friday afternoon drinks. ;)

With the Vondelgym nextdoor it’s easy to stay fit and set your mind straight, feel the flow of your body and think of nothing else but stretching, lifting weights or hitting the bag. It’s great to balance the creative process of design with a great workout.

That’s the beauty of BounceSpace – these unexpected collisions, these learning moments. For someone who’s constantly balancing creativity with entrepreneurship, this place keeps me grounded and inspired.

![Studiosessie-233_copy_2.jpg](https://tremendous-book-72e2b38e96.media.strapiapp.com/Studiosessie_233_copy_2_373b0d2a5a.jpg)

#### **Speaking of balance – you’re clearly someone who creates from a deep, personal place. How do you manage the tension between making art and making money?**

**SEM:** That tension is real. And tricky. When you're an artist, you create because you *have* to. But when you're also a business owner, you need to make it viable. The Rietveld taught me to think like an artist – to break rules, to make from instinct. But they never taught us how to sell that art.

So now, with *MADEBYSEM*, I try to bridge that gap. I want my work to have soul, but also strategy. You have to know your audience. If someone tells me, “I want to sell my product to *everyone*,” I tell them they’re selling it to *no one*. You need to be specific. Intentional. Design isn’t just decoration. It's the art of shaping the perception of something. You want people to feel something and to connect with on an emotional level.

#### **And what about the little Sem? Was he always the creative kid?**

**SEM:** Always. I drew on everything – walls, clothes, my own skin. My mom just let me go wild. She didn’t stop me. The whole house was my canvas. She encouraged that exploration, and it gave me a kind of freedom early on that I still carry in my work today.

My doodles were weird – little creatures, abstract ideas, whatever was on my mind. But even then, I think I was just trying to express something. That hasn’t really changed.

> *“Everyone says they need a logo. But first I ask: who are you really?”*

#### **Do you ever reflect on what your work adds to the world? Beyond the design, what’s the bigger picture?**

**SEM:** Definitely. I think about that a lot. For me, creativity is connection. Whether it’s bringing a brand to life or bringing people together through an exhibition or dinner, it’s all about energy. Presence. Intention.

Last year I organized an event here at BounceSpace called “About Freaking Everything.” It was kind of a mini-retrospective – I printed fifteen years’ worth of work and hung it up. Some of it had been gathering digital dust on hard drives. But I wanted to celebrate it. Bring people together. Let the work live in the real world. That’s what drives me.

I dream about a MADEBYSEM merchandise collection in the future. So people can physically wear the brand. Wether it’s perfume, a fancy T-Shirt or a whole tennis tracksuit. Stay tuned for this journey of different collectibles!

#### **Are you ever afraid that AI will replace what you do?**

**SEM:** Haha, good one. Yes and no. I mean, sure – AI can generate a logo, write a tagline, even build a whole identity. And some clients will go that route. But what AI can’t replicate is *human presence.*The spark of a conversation. The moment someone tears up because you captured their story in a design. The stamp you physically press onto paper because it*feels* right.

Design is about more than output. It’s about the care and love and attention you pour into it. That can’t be faked. Not by a machine.

#### Text: [Janna Nieuwenhuijzen](https://www.instagram.com/janna_ster/?utm_source=ig_embed&ig_rid=18e315e5-3a07-4b71-bcef-0b5e93255944)

#### Photos: [Contento Studio](https://www.contento.works/) & [Dewi](https://www.instagram.com/dewi.vdt/)

#### Make-up: [Dewi](https://www.instagram.com/dewi.vdt/)

#### Studio: [Parq Studios](https://www.instagram.com/parqstudios/)

#### Links: [MADEBYSEM](https://www.madebysem.nl/)

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