SCENOGRAPHY & EXHIBITION

SUBVERT THE ORDINARY

Todd van Hulzen is an exhibitionist. At his design studio a shameless love of history and beauty are harnessed to help you set the scene for lasting memories.

Todd van Hulzen Design is an Amsterdam based multifaceted design studio specialized in showing off: creating museum exhibitions, visitor experiences, design presentations, exhibit furnishings, art objects and theatrical environments. We combine vision with pragmatism and fantasy with professionalism.

Haringpakkers Tower rebuilt for Amsterdam Light Festival
It's been almost 5 years and this project still ranks as one of our proudest achievements. For the Amsterdam Light Festival, with the production help of Studio Louter, we recreated a long vanished tower in order to prove a point about landmarks. [...]
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Services

Exhibitions can be emotional experiences: when done right. Let us help you create a compelling visitor journey without losing sight of your institutional principles. We offer display solutions for all budgets, innovative concepts, […read further]

If you require an unusual film set you need a broadly experienced designer. Todd van Hulzen has 25 years of film experience. He’s built on his love of historic architecture to become the go-to guy for the design of period sets […read further]

No project gets pulled perfectly formed out of a hat. We can help you do early development for vision-statements, fundraising, PR or just brainstorming. With our partners we make workshops, presentations, proposals and brochures […read further]

Producing a large project doesn’t have to be a leap of faith. With our dependable partners we have all the tools to create not only scenography, but also research, content, graphics,  construction and project coordination […read further]

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NEW News

RECENT POSTS 

A New Intern

Since June we have a new intern in the Lutmastraat, Ludivine Pabeau. Ludivine comes all the way from France to do an internship at Todd van Hulzen Design, and that’s going very well. Ludivine has a background in architecture in

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Graphic work for “Mad for Money”

In addition to the architectural design for the exhibition “Mad for Money” in the Tax & Customs Museum, we also worked rather hard on the graphic layer. We wanted to highlight that separately. Together with graphic designer Rob Meerman (formerly

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A Vision for Ammersoyen Castle

Ammersoyen Castle in the town of Ammersoden is one of the seven castles owned by the foundation Gelderland Landscape and Castles. Of all their properties, Ammersoyen Castle exudes the atmosphere of the Middle Ages the most. After all, it dates

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old news

RANDOMIZED POSTS

Go to the Light! Nationaal Archief

We are loving the light studies we’ve done for the opening exhibition at the National Archives in the Hague.  Just some colored LEDs, some tiny cardboard boxes and camera are all it takes to create an enormous atmosphere. We also

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Library of Hoogeveen, interior upgrade

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

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And the winner is….

Het Geheugenpaleis (Palace of Memory) in the National Archives in the Hague has won the award in the category “Best International Exhibition”.  We jaunted off to London on a lark to be there when the winners were announced, and were

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Dutch Navy Museum Photo App

The Marinemuseum (Museum of the Dutch Navy) in Den Helder wanted to create an application for a “photo souvenir” and a physical installation to accommodate it. The app takes a shot of a visitor against a backdrop and then renders

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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

designer

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:

  1. Immersion
    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.
  2. Integration
    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.
  3. Distillation
    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.
  4. Respect
    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. 
  5. 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.

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Contact

Come visit Todd at the studio in Amsterdam’s De Pijp, or call for an appointment to see a presentation

  • Studio / Atelier
  • Lutmastraat 191D, 1074 TV Amsterdam
  • +31 626196137
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"Een titel is het halve boek."
— Louis Couperus