“The function of art in our time is not solely to be looked at, it is to be experienced, intertwined with multiple disciplines, explored as a form of research. ”

ABOUT RAYA

Raya is an art director and concept developer, with a focus on experience event organization, fashion photography and design. Her work as a visual storyteller varies from photography and videography to performance and creative writing, and can be described as ethereal, speculative, metaphorical and full of color.

She graduated with an Honors degree at the Bachelors of Interdisciplinary Arts Maastricht (iArts, a new arts program that combines multiple artistic disciplines, academic research and entrepreneurship). In her final project ‘Pretty Exposed’, she investigated new feminism and nudity through a clothing set, magazine and dance performance, based on field research in Amsterdam and Rio de Janeiro, which launched at international fashion festival ‘FashionClash’.


As a freelancer in Amsterdam she worked on a multitude of commissioned and self-initiated theatre and dance productions as a director, producer and visual artist, such as ‘Fight or Flight’, ‘Wereldmakers’ and ‘In the Picture’, at Bijlmer Parktheatre. As co-director of the fashion/ dance collective ‘Stand Your Ground’, she set up a festival event to demystify the behind-the-scenes of the artworld in an old Amsterdam jail (Bijlmerbajes), funded by the AFK (Amsterdam Art Fund).

 

She is currently further defining her visual craft in the MA Design for Art Direction in London (UAL, LCC) with her love for identity construction and body art, supported by the Young Talent Award of the Prince Bernhard Culture Fund and Van Renswoude Fund.

What you can wake me up for at night:

Warm Pastel de Nata, a fresh magazine print and art libraries.

 

Other fascinations:

Urban dance, Italian villages, wildflowers, watersports and future beauty trends.

Publication

‘GO!FIS’ magazine #6, June 2018 

Publication of interview, article ‘Gender Conference’ (page 19-21) 

 

HET PAROOL NEWSPAPER Nov. 11 2017

Saturday column, article ‘Gewoon bewonderen, niet betasten’ (page 60-61) 

 

FASHIONCLASH FESTIVAL MAGAZINE edition 9, Jun. 2017 

Project publication of ‘Pretty Exposed’ (page 99) 

 

PRETTY EXPOSED 2017

Publication of own magazine, sold at FashionClash, Athenaeum Amsterdam and Traders Pop Maastricht.

List of showcases

DUTCH DESIGN WEEK Oct. ‘18
International design festival Eindhoven, expo guide for ‘aicep Portugal Global design’ stand 

 

IN THE PICTURE FESTIVAL Mar. ‘19
Artistic direction of the opening and creation of campaign image 

 

BLEND/ Public square Oranjeplein, April ‘18

Producer and creative director of Kingsday event ‘Koningskrijt’, interactive public drawing artwork

 

KRAKELING THEATER Jan. ‘19 + Apr. ‘18
BIJLMER PARKTHEATER Nov. ‘18 + Mar. ‘18

Stage design for performance ‘Het Knippa Meisje’ by Yahmani Blackman 

 

OBA OOST Nov. ‘18
Collaborative photo exhibition of outcome TalentLab Foam 

 

DUTCH SUSTAINABLE FASHION WEEK Oct. ‘18
Performance of ‘Stand Your Ground’ at the Dutch Design Show 

 

OBA THEATER Oct. ‘18
Stage design for performance ‘Konfo Junior’ by Untold 

 

BIJLMER PARKTHEATER Jun. ‘18
Premiere of performance ‘Fight or Flight’ by Lin Wu Adams 

 

WE MAKE THE CITY Jun. ‘18
Collaborative exhibition at the Makerversity Amsterdam with ‘Meta café’ 

 

HOGESCHOOL VAN AMSTERDAM Feb. ‘18
Design thinking workshop with Meta Café at the Makersminor 

 

BIJLMER PARKTHEATER Nov. ‘17
Performance of Pretty Exposed at ‘Nieuwe Makers’ program 

 

OSTADE THEATER Sept. ‘17
Performance of Pretty Exposed at ‘Waar Kunst Mode Ontmoet’ 

 

BIJLMER PARKTHEATER Aug. ‘17
International dance workshop based on Pretty Exposed, with Lin Wu Adams 

 

FASHIONCLASH #9 Jun. ‘17
Performance, exhibition and magazine sale of Pretty Exposed at the ‘Fashion Makes Sense’ Lab

 

LADYFEST May ‘17 

Exhibition of Project Barbie 

 

THE BIG DRAW MAASTRICHT Oct. ‘16
Production and design of opening festival with public drawing event ‘Het Krijthof’ 

© 2020 all rights reserved by Raya van der Kroon - imagery, text, design