On a quest for impact
Todd van Hulzen Design is an Amsterdam based design studio specialized in showing off: creating museum exhibitions, visitor experiences, design presentations, exhibit furnishings, art objects and theatrical environments.
We seek to create a unique signature for each project, and believe that creating impact is an artform.
Preparations are underway for the redesign of the Carillon Gallery in the Waterland Museum and Speeltoren in Monnickendam. After an initial trajectory, together with Studio Louter, of making a bid-book and a very succesful fundraising, we have started to fully
Finally, together with our partners Studio Louter and North-Holland Archives in Haarlem, we opened the exhibition “Johan Enschedé: Printer of Value” . Since 2015, the North-Holland Archives has aquired the unique and extensive collection frp, the printing house Royal Johan
In between all the hard work, we noticed that one of Todd’s Twitter posts had achieved more than 50,000 unique viewers and a lot of positive feedback. What a surprise. Somehow it had hit a chord among fans of Amsterdam
After designing the permanent heritage exhibition space in the library of Hoogeveen we were invited to redesign the entire library. This begins with the entryway and ends with various study spaces. In between there is an information counter, a cluster
The semi-permanent exhibit Eenheid in Uruzgan (Unit in Uruzgan) in the Mariniersmuseum in Rotterdam was conceived as a place of reflection about the human costs of the Dutch mission in Afghanistan. Studio Louter created four compelling —occasionally dramatic— films and Todd van
After more than a year of hard work Museum BroekerVeiling in Broek op Langedijk finally opens the doors to its new permanent exhibit in the visitors’ center: “Leven van het Land” or “Living from the Land”. Princess Maxima cut the
For the Bonnefantenmuseum in Maastricht TvH created designs for an interactive “mosaic wall” and a number of collapsible furniture units. The wall consists of magnetic tiles printed with imagery chosen out of the collection of the museum. The Bonnefantenmuseum has
In the Gothic galleries of the Janskerk in Haarlem, Todd van Hulzen and Studio Louter are reimagining an exhibition space for the Archive of North Holland to permanently house a great monument of Dutch history and identity: the collection of
who is Tvh?
From a little studio in Amsterdam Zuid Todd (and occasional intern) is conquering the world of museum design. At least, that’s the idea.
todd a van hulzen
Todd van Hulzen (1967) hails from the state of Oregon in the U.S. from a family of Dutch Reformed rancher-farmers. He studied history and art in Portland, Oregon (Lewis & Clark College.) After an initial stay in the Netherlands in 1989 and in Italy after that he settled permanently in Amsterdam in 1999. He returns yearly to Klamath County, Oregon to work on his cabin.
After an early career as a fine artist and sculptor in the film world Todd moved on to be a designer of film sets, with as a specialty period architecture and design. As Art-Director/Set-Designer Todd designed film sets for the Oscar nominated films Girl with a Pearl Earring and Fantastic Mr. Fox. Recent Dutch productions are Bloed, zweet en tranen, Michiel de Ruyter en de western Brimstone. Since 2007 he has turned towards the museum world as an exhibition designer. In his own words, “the scientific side to museums gave me something that I could never get from the fiction of film.”
At Todd van Hulzen Design it’s all about making unforgettable experiences and inspiring emotions such as admiration, amazement, and self recognition. We love to help people discover how awesome the world is.
The love of a museum for it’s collection is something we admire. We encourage clients to rediscover the beauty of their own missions. Yet, making an exhibition that is also an artistic sensation in itself is the designer’s valhalla. So let’s combine the two!
Here’s a guide to a proper work strategy when making an exhibition:
You begin designing a space by first immersing yourself in the content. Draw everything you can out of historic and scientific material. Draw connections and dare to make thematic leaps.
Make sure that you can unite as many exhibit elements as possible under one umbrella: graphics, multimedia, architecture, PR and story. Encourage as much cross-pollination as possible.
Distill all the themes into one visual brand; if possible one that represents your narrative in a nutshell and one that visitors can have an emotional bond with. Couple it to a slogan.
Value the building and its history and keep the unique mission of the institution in high regard. Don’t let an exhibition clash with its surroundings. Remember accessibility.
- Visitor orientation
Make sure the design answers basic questions of orientation:
Where. Where am I? Where am I within the whole and what is my next step? (Give a clear structure)
Why. Why am I here? What draws me onward. (Reward curiosity with amazement)
What. What is the key question? (Make the raison-d’être of the exhibition apparent)
How. How is my world view changing? (Effective means of communication)
Todd keeps up an Instagram feed where he shares his observations over art, design and museums.
Come visit Todd at the studio in Amsterdam’s De Pijp, or call for an appointment to see a presentation