In this episode of Brand News, hosted by Charlotte Emily, we dive into the world of a set designer. This time, Gini Grootenboer shares her story: from her unexpected career start to her impressive collaborations with big names in the fashion and art world.
1. Introduction - The episode begins with a brief introduction from host Charlotte Emily, who mentions the collaboration with Winkelstraat.nl. She then introduces Gini, a creative set designer.
2. The Beginning of Gini's Career - Gini's journey into set design started in a completely different world: healthcare. After studying medicine, she worked for a while in the operating room but soon felt her future lay elsewhere. Inspired by her parents, both active in the film industry, she decided to explore her creativity. Internships in the art department of film productions ignited her passion for set design, leading her to establish her own business and further develop her talent through collaborations with various films, commercials, and fashion brands.
3. What is Set Design? - For Gini, set design is more than just creating backgrounds; it's an art form. “Set design is about designing an environment that tells a story or highlights a model or product,” she explains. From simple props to complex installations, Gini combines concept development with the technical aspects of construction. This allows her to realize a complete creative vision tailored to her clients' wishes.
4. Working in the Fashion and Film Industry - Gini has worked in both the fashion and film worlds and emphasizes the differences between the two. “In films, it’s all about realism and storytelling, while fashion projects need to be visually stimulating,” she says. Fashion offers her the freedom to experiment with colors, textures, and materials. For a recent Adidas campaign, she designed a vintage horror-themed set with wooden walls and carpets, while for Winkelstraat.nl, she created a futuristic silver ball that enhanced the visual impact.
5. Inspiration and Materials - Gini is known for her innovative use of color and unexpected materials. She finds inspiration in everyday places, like hardware stores, where she often discovers unique elements that enrich her designs. A simple object can transform in her hands into a striking artwork that elevates the set.
6. Highlights and Future Plans - Gini has worked on projects for renowned brands such as H&M, Adidas, and Marina Abramovic. One of her most remarkable experiences was collaborating on a photoshoot for Numero Magazine. Looking to the future, Gini dreams of international projects, including large-scale installations and immersive experiences that go beyond traditional visuals. She is eager to work on music videos and fashion shows that combine her passion for design and storytelling.
Listen to the Episode - Want to hear more about Gini's inspiring journey in the creative world of set design? Check out the full episode of Brand News on Spotify, Apple Podcasts, or Amazon Music.