CREATIVE DIRECTION
SPATIAL DESIGN
CREATIVE DIRECTION
SPATIAL DESIGN
CREATIVE DIRECTION
SPATIAL DESIGN
CREATIVE DIRECTION
SPATIAL DESIGN
CREATIVE DIRECTION
SPATIAL DESIGN
©2026
©2026
©2026
©2026
©2026
Matthijs Groos — Creative Director & Spatial Designer
PURE—SLAMJAM X NTS. Together with Pure Collective, Slam Jam and NTS Radio, I designed the scenography and spatial concept for their ambient live performance. The design took its main reference from the silhouette of the pier in Scheveningen. Its familiar shape was subtly carried throughout the event, creating a visual connection between the scenography and the pier in the background. The idea was to create ‘a stage for the sun to set on’.
PURE—SLAMJAM X NTS. Together with Pure Collective, Slam Jam and NTS Radio, I designed the scenography and spatial concept for their ambient live performance. The design took its main reference from the silhouette of the pier in Scheveningen. Its familiar shape was subtly carried throughout the event, creating a visual connection between the scenography and the pier in the background. The idea was to create ‘a stage for the sun to set on’.
PURE—SLAMJAM X NTS. Together with Pure Collective, Slam Jam and NTS Radio, I designed the scenography and spatial concept for their ambient live performance. The design took its main reference from the silhouette of the pier in Scheveningen. Its familiar shape was subtly carried throughout the event, creating a visual connection between the scenography and the pier in the background. The idea was to create ‘a stage for the sun to set on’.
PURE—SLAMJAM X NTS. Together with Pure Collective, Slam Jam and NTS Radio, I designed the scenography and spatial concept for their ambient live performance. The design took its main reference from the silhouette of the pier in Scheveningen. Its familiar shape was subtly carried throughout the event, creating a visual connection between the scenography and the pier in the background. The idea was to create ‘a stage for the sun to set on’.
PURE—SLAMJAM X NTS. Together with Pure Collective, Slam Jam and NTS Radio, I designed the scenography and spatial concept for their ambient live performance. The design took its main reference from the silhouette of the pier in Scheveningen. Its familiar shape was subtly carried throughout the event, creating a visual connection between the scenography and the pier in the background. The idea was to create ‘a stage for the sun to set on’.
CREATIVE DIRECTION, SCENOGRAPHY BY MATTHIJS GROOS CO CREATING W JOERI WOUDSTRA, JOHANNES HOGEBRINK, FJODOR, GRAPHIC DESIGN BY EX TERRA
CASING STUDIO SPYM
CREATIVE DIRECTION, SCENOGRAPHY BY MATTHIJS GROOS CO CREATING W JOERI WOUDSTRA, JOHANNES HOGEBRINK, FJODOR, GRAPHIC DESIGN BY EX TERRA
CASING STUDIO SPYM
CREATIVE DIRECTION, SCENOGRAPHY BY MATTHIJS GROOS CO CREATING W JOERI WOUDSTRA, JOHANNES HOGEBRINK, FJODOR, GRAPHIC DESIGN BY EX TERRA
CASING STUDIO SPYM
CREATIVE DIRECTION, SCENOGRAPHY BY MATTHIJS GROOS
CO CREATING W JOERI WOUDSTRA, JOHANNES HOGEBRINK, FJODOR,
GRAPHIC DESIGN BY EX TERRA
CASING STUDIO SPYM
CREATIVE DIRECTION, SCENOGRAPHY BY MATTHIJS GROOS
CO CREATING W JOERI WOUDSTRA, JOHANNES HOGEBRINK, FJODOR,
GRAPHIC DESIGN BY EX TERRA
CASING STUDIO SPYM
SOFT EDGE — AMBIENT LIGHT INSTALLATION. Soft Edge is an ‘aware’ ambient light installation for Hito op Scheveningen: a living milestone between harbour and sea, where fishermen have navigated by horizon, light and time for centuries. Throughout the year, the system collects colours and gradients from the horizon into a living archive. Driven by tide and wind, it translates them into light that radiates through the venue, never the same twice.
SOFT EDGE — AMBIENT LIGHT INSTALLATION. Soft Edge is an ‘aware’ ambient light installation for Hito op Scheveningen: a living milestone between harbour and sea, where fishermen have navigated by horizon, light and time for centuries. Throughout the year, the system collects colours and gradients from the horizon into a living archive. Driven by tide and wind, it translates them into light that radiates through the venue, never the same twice.
SOFT EDGE — AMBIENT LIGHT INSTALLATION. Soft Edge is an ‘aware’ ambient light installation for Hito op Scheveningen: a living milestone between harbour and sea, where fishermen have navigated by horizon, light and time for centuries. Throughout the year, the system collects colours and gradients from the horizon into a living archive. Driven by tide and wind, it translates them into light that radiates through the venue, never the same twice.
SOFT EDGE — AMBIENT LIGHT INSTALLATION. Soft Edge is an ‘aware’ ambient light installation for Hito op Scheveningen: a living milestone between harbour and sea, where fishermen have navigated by horizon, light and time for centuries. Throughout the year, the system collects colours and gradients from the horizon into a living archive. Driven by tide and wind, it translates them into light that radiates through the venue, never the same twice.
SOFT EDGE — AMBIENT LIGHT INSTALLATION. Soft Edge is an ‘aware’ ambient light installation for Hito op Scheveningen: a living milestone between harbour and sea, where fishermen have navigated by horizon, light and time for centuries. Throughout the year, the system collects colours and gradients from the horizon into a living archive. Driven by tide and wind, it translates them into light that radiates through the venue, never the same twice.
DESIGN - CREATIVE DIRECTION BY MATTHIJS GROOS
PRODUCT DESIGN BY STUDIO SPYM
ENGINEERING BY DIMA POLITIN
DEVELOPMENT BY LUC NAGEL
TECHNICAL DIRECTION BY GIJS POUWELS
ADRIAAN VD POLDER
PRODUCTION BY SOPHIE FEITH
DESIGN - CREATIVE DIRECTION BY MATTHIJS GROOS
PROODUCT DESIGN BY STUDIO SPYM
ENGINEERING BU DIMA POLITIN
DEVELOPMENT BY LUC NAGEL
TECHNICAL DIRECTION BY GIJS POUWELS, ADRIAAN VD POLDER
PRODUCTION BY SOPHIE FEITH
DESIGN - CREATIVE DIRECTION BY MATTHIJS GROOS
PROODUCT DESIGN BY STUDIO SPYM
ENGINEERING BU DIMA POLITIN
DEVELOPMENT BY LUC NAGEL
TECHNICAL DIRECTION BY GIJS POUWELS
ADRIAAN VD POLDER
PRODUCTION BY SOPHIE FEITH
DESIGN - CREATIVE DIRECTION BY MATTHIJS GROOS
PROODUCT DESIGN BY STUDIO SPYM
ENGINEERING BU DIMA POLITIN
DEVELOPMENT BY LUC NAGEL
TECHNICAL DIRECTION BY GIJS POUWELS
ADRIAAN VD POLDER
PRODUCTION BY SOPHIE FEITH
DESIGN - CREATIVE DIRECTION BY MATTHIJS GROOS
PROODUCT DESIGN BY STUDIO SPYM
ENGINEERING BU DIMA POLITIN
DEVELOPMENT BY LUC NAGEL
TECHNICAL DIRECTION BY GIJS POUWELS
ADRIAAN VD POLDER
PRODUCTION BY SOPHIE FEITH
LACK OF GUIDANCE — NATION OF VIOLATION. The Qatar 2022 World Cup drew attention to the human rights issues that can come with hosting a major tournament. This project aims to keep that conversation going, for future host nations and for ourselves as viewers. Manifold and Lack of Guidance developed a visual research project based on the 30 universal human rights. The centrepiece is a football made up of 30 diamonds, each representing one right. A diamond is black when a country respects that right and white when it does not. This gives each competing country its own pattern: the lighter the ball, the weaker the country’s human rights record.
LACK OF GUIDANCE — NATION OF VIOLATION. The Qatar 2022 World Cup drew attention to the human rights issues that can come with hosting a major tournament. This project aims to keep that conversation going, for future host nations and for ourselves as viewers. Manifold and Lack of Guidance developed a visual research project based on the 30 universal human rights. The centrepiece is a football made up of 30 diamonds, each representing one right. A diamond is black when a country respects that right and white when it does not. This gives each competing country its own pattern: the lighter the ball, the weaker the country’s human rights record.
LACK OF GUIDANCE — NATION OF VIOLATION. The Qatar 2022 World Cup drew attention to the human rights issues that can come with hosting a major tournament. This project aims to keep that conversation going, for future host nations and for ourselves as viewers. Manifold and Lack of Guidance developed a visual research project based on the 30 universal human rights. The centrepiece is a football made up of 30 diamonds, each representing one right. A diamond is black when a country respects that right and white when it does not. This gives each competing country its own pattern: the lighter the ball, the weaker the country’s human rights record.
LACK OF GUIDANCE — NATION OF VIOLATION. The Qatar 2022 World Cup drew attention to the human rights issues that can come with hosting a major tournament. This project aims to keep that conversation going, for future host nations and for ourselves as viewers. Manifold and Lack of Guidance developed a visual research project based on the 30 universal human rights. The centrepiece is a football made up of 30 diamonds, each representing one right. A diamond is black when a country respects that right and white when it does not. This gives each competing country its own pattern: the lighter the ball, the weaker the country’s human rights record.
LACK OF GUIDANCE — NATION OF VIOLATION. The Qatar 2022 World Cup drew attention to the human rights issues that can come with hosting a major tournament. This project aims to keep that conversation going, for future host nations and for ourselves as viewers. Manifold and Lack of Guidance developed a visual research project based on the 30 universal human rights. The centrepiece is a football made up of 30 diamonds, each representing one right. A diamond is black when a country respects that right and white when it does not. This gives each competing country its own pattern: the lighter the ball, the weaker the country’s human rights record.
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DEVELOPMENT BY TWO MUCH STUDIO
DESIGN BY TOM SCHWAIGER
SOUND BY MAIRO NAWAZ
EDIT BY ILYA SCHULTE
RESEARCH AND LEGAL BY ROSAN UDEMA
CO CREATION BY WILMAR VERSPRILLE
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DEVELOPMENT BY TWO MUCH STUDIO
DESIGN BY TOM SCHWAIGER
SOUND BY MAIRO NAWAZ
EDIT BY ILYA SCHULTE
RESEARCH AND LEGAL BY ROSAN UDEMA
CO CREATION BY WILMAR VERSPRILLE
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DEVELOPMENT BY TWO MUCH STUDIO
DESIGN BY TOM SCHWAIGER
SOUND BY MAIRO NAWAZ
EDIT BY ILYA SCHULTE
RESEARCH AND LEGAL BY ROSAN UDEMA
CO CREATION BY WILMAR VERSPRILLE
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DEVELOPMENT BY TWO MUCH STUDIO
DESIGN BY TOM SCHWAIGER
SOUND BY MAIRO NAWAZ
EDIT BY ILYA SCHULTE
RESEARCH AND LEGAL BY ROSAN UDEMA
CO CREATION BY WILMAR VERSPRILLE
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DEVELOPMENT BY TWO MUCH STUDIO
DESIGN BY TOM SCHWAIGER
SOUND BY MAIRO NAWAZ
EDIT BY ILYA SCHULTE
RESEARCH AND LEGAL BY ROSAN UDEMA
CO CREATION BY WILMAR VERSPRILLE
MCLAREN—R&D FUTURE PERFORMANCE. For this project, we worked closely with Robert Melville and the McLaren design team. The concept was tied around a simple question: what would a car look like if the limits of the physical world fell away? Without fixed rules for material, colour or shape, we explored the purest form of performance, where form follows function. The result is a series of possible future cars, each shaped by driving conditions, data and physics. All the outcomes started with the 'cell' of the McLaren cockpit.
MCLAREN—R&D FUTURE PERFORMANCE. For this project, we worked closely with Robert Melville and the McLaren design team. The concept was tied around a simple question: what would a car look like if the limits of the physical world fell away? Without fixed rules for material, colour or shape, we explored the purest form of performance, where form follows function. The result is a series of possible future cars, each shaped by driving conditions, data and physics. All the outcomes started with the 'cell' of the mclaren cockpit.
MCLAREN—R&D FUTURE PERFORMANCE. For this project, we worked closely with Robert Melville and the McLaren design team. The concept was tied around a simple question: what would a car look like if the limits of the physical world fell away? Without fixed rules for material, colour or shape, we explored the purest form of performance, where form follows function. The result is a series of possible future cars, each shaped by driving conditions, data and physics. All the outcomes started with the 'cell' of the mclaren cockpit.
MCLAREN—R&D FUTURE PERFORMANCE. For this project, we worked closely with Robert Melville and the McLaren design team. The concept was tied around a simple question: what would a car look like if the limits of the physical world fell away? Without fixed rules for material, colour or shape, we explored the purest form of performance, where form follows function. The result is a series of possible future cars, each shaped by driving conditions, data and physics. All the outcomes started with the 'cell' of the mclaren cockpit.
MCLAREN—R&D FUTURE PERFORMANCE. For this project, we worked closely with Robert Melville and the McLaren design team. The concept was tied around a simple question: what would a car look like if the limits of the physical world fell away? Without fixed rules for material, colour or shape, we explored the purest form of performance, where form follows function. The result is a series of possible future cars, each shaped by driving conditions, data and physics. All the outcomes started with the 'cell' of the mclaren cockpit.
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN DIRECTION BY ROBERT MELVILLE
CGI BY BUILDERSCLUB
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN DIRECTION BY ROBERT MELVILLE
CGI BY BUILDERSCLUB
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN DIRECTION BY ROBERT MELVILLE
CGI BY BUILDERSCLUB
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN DIRECTION BY ROBERT MELVILLE
CGI BY BUILDERSCLUB
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN DIRECTION BY ROBERT MELVILLE
CGI BY BUILDERSCLUB
AEIR — CAMPAIGN. Founded in Venice Beach, Aeir sets out to become the world’s first carbon-negative luxury brand. It follows an extraction-free manifesto, joining the codes of luxury with clean technology and circular materials, so that luxury can be beautiful, sustainable and open to everyone. We treated the delivery of Aeir’s first samples as part of the luxury experience. The Aeir Concierge wears a custom-designed outfit and hand-delivers each sample. As the first person customers meet in connection with the product, the Concierge creates a human bond with the brand.
AEIR — CAMPAIGN. Founded in Venice Beach, Aeir sets out to become the world’s first carbon-negative luxury brand. It follows an extraction-free manifesto, joining the codes of luxury with clean technology and circular materials, so that luxury can be beautiful, sustainable and open to everyone. We treated the delivery of Aeir’s first samples as part of the luxury experience. The Aeir Concierge wears a custom-designed outfit and hand-delivers each sample. As the first person customers meet in connection with the product, the Concierge creates a human bond with the brand.
AEIR — CAMPAIGN. Founded in Venice Beach, Aeir sets out to become the world’s first carbon-negative luxury brand. It follows an extraction-free manifesto, joining the codes of luxury with clean technology and circular materials, so that luxury can be beautiful, sustainable and open to everyone. We treated the delivery of Aeir’s first samples as part of the luxury experience. The Aeir Concierge wears a custom-designed outfit and hand-delivers each sample. As the first person customers meet in connection with the product, the Concierge creates a human bond with the brand.
AEIR — CAMPAIGN. Founded in Venice Beach, Aeir sets out to become the world’s first carbon-negative luxury brand. It follows an extraction-free manifesto, joining the codes of luxury with clean technology and circular materials, so that luxury can be beautiful, sustainable and open to everyone. We treated the delivery of Aeir’s first samples as part of the luxury experience. The Aeir Concierge wears a custom-designed outfit and hand-delivers each sample. As the first person customers meet in connection with the product, the Concierge creates a human bond with the brand.
AEIR — CAMPAIGN. Founded in Venice Beach, Aeir sets out to become the world’s first carbon-negative luxury brand. It follows an extraction-free manifesto, joining the codes of luxury with clean technology and circular materials, so that luxury can be beautiful, sustainable and open to everyone. We treated the delivery of Aeir’s first samples as part of the luxury experience. The Aeir Concierge wears a custom-designed outfit and hand-delivers each sample. As the first person customers meet in connection with the product, the Concierge creates a human bond with the brand.
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
MANIFOLD — GENERATIVE IDENTITY. Manifold is a creative practice that keeps evolving. Its ideas become images, objects, films, spaces and campaigns, some commissioned and some self-initiated. It works as both a system and a playground, shaped by its members and the people who join them. The identity takes its cue from the movable paper walls of a Japanese monastery, which make new rooms each time they’re rearranged. In the same way, it’s a generative visual language that is never finished. Its basic shapes are empty spaces for others to fill, like one of Aldo van Eyck’s abstract playgrounds: they get their meaning from how people use them.
MANIFOLD — GENERATIVE IDENTIY. Manifold is a creative practice that keeps evolving. Its ideas become images, objects, films, spaces and campaigns, some commissioned and some self-initiated. It works as both a system and a playground, shaped by its members and the people who join them. The identity takes its cue from the movable paper walls of a Japanese monastery, which make new rooms each time they’re rearranged. In the same way, it’s a generative visual language that is never finished. Its basic shapes are empty spaces for others to fill, like one of Aldo van Eyck’s abstract playgrounds: they get their meaning from how people use them.
MANIFOLD — GENERATIVE IDENTIY. Manifold is a creative practice that keeps evolving. Its ideas become images, objects, films, spaces and campaigns, some commissioned and some self-initiated. It works as both a system and a playground, shaped by its members and the people who join them. The identity takes its cue from the movable paper walls of a Japanese monastery, which make new rooms each time they’re rearranged. In the same way, it’s a generative visual language that is never finished. Its basic shapes are empty spaces for others to fill, like one of Aldo van Eyck’s abstract playgrounds: they get their meaning from how people use them.
MANIFOLD — GENERATIVE IDENTIY. Manifold is a creative practice that keeps evolving. Its ideas become images, objects, films, spaces and campaigns, some commissioned and some self-initiated. It works as both a system and a playground, shaped by its members and the people who join them. The identity takes its cue from the movable paper walls of a Japanese monastery, which make new rooms each time they’re rearranged. In the same way, it’s a generative visual language that is never finished. Its basic shapes are empty spaces for others to fill, like one of Aldo van Eyck’s abstract playgrounds: they get their meaning from how people use them.
MANIFOLD — GENERATIVE IDENTIY. Manifold is a creative practice that keeps evolving. Its ideas become images, objects, films, spaces and campaigns, some commissioned and some self-initiated. It works as both a system and a playground, shaped by its members and the people who join them. The identity takes its cue from the movable paper walls of a Japanese monastery, which make new rooms each time they’re rearranged. In the same way, it’s a generative visual language that is never finished. Its basic shapes are empty spaces for others to fill, like one of Aldo van Eyck’s abstract playgrounds: they get their meaning from how people use them.
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN BY TOM SCHWAIGER
DEVELOPMENT BY KMKOTA0
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN BY TOM SCHWAIGER
DEVELOPMENT BY KMKOTA0
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN BY TOM SCHWAIGER
DEVELOPMENT BY KMKOTA0
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN BY TOM SCHWAIGER
DEVELOPMENT BY KMKOTA0
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
DESIGN BY TOM SCHWAIGER
DEVELOPMENT BY KMKOTA0
MCLAREN. In this campaign shot together with Marvin Leuvrey we focused on the invisible forces that shape the McLaren Artura. Visualizing a play between people and performance, deforming reality, and inviting us into a parallel universe where all things are in motion and showing an otherworldly relationship between the wind and technology. We collaborated with Byborre to create a range of technical-knit garment prototypes for McLaren’s material innovation program. Using the CREATE™ platform. The textiles were inspired by the wind-sculpted forms and performance data of McLaren.
MCLAREN. In this campaign shot together with Marvin Leuvrey we focussed on the invisible forces that shape the Mclaren Artura. Visualizing a play between people and performance, deforming reality, and inviting us into a parallel universe where all things are in motion and showing an other-worldly relationship between the wind and technology. We collaborated with Byborre to create a range of technical-knit garment prototypes for McLaren’s material innovation program. Using the CREATE™ platform. The textiles were inspired by the wind-sculpted forms and performance data of McLaren.
MCLAREN. In this campaign shot together with Marvin Leuvrey we focussed on the invisible forces that shape the Mclaren Artura. Visualizing a play between people and performance, deforming reality, and inviting us into a parallel universe where all things are in motion and showing an other-worldly relationship between the wind and technology. We collaborated with Byborre to create a range of technical-knit garment prototypes for McLaren’s material innovation program. Using the CREATE™ platform. The textiles were inspired by the wind-sculpted forms and performance data of McLaren.
MCLAREN. In this campaign shot together with Marvin Leuvrey we focussed on the invisible forces that shape the Mclaren Artura. Visualizing a play between people and performance, deforming reality, and inviting us into a parallel universe where all things are in motion and showing an other-worldly relationship between the wind and technology. We collaborated with Byborre to create a range of technical-knit garment prototypes for McLaren’s material innovation program. Using the CREATE™ platform. The textiles were inspired by the wind-sculpted forms and performance data of McLaren.
MCLAREN. In this campaign shot together with Marvin Leuvrey we focussed on the invisible forces that shape the Mclaren Artura. Visualizing a play between people and performance, deforming reality, and inviting us into a parallel universe where all things are in motion and showing an other-worldly relationship between the wind and technology. We collaborated with Byborre to create a range of technical-knit garment prototypes for McLaren’s material innovation program. Using the CREATE™ platform. The textiles were inspired by the wind-sculpted forms and performance data of McLaren.
CREATIVE DIRECTION BY MATTHIJS GROOS AND SCOTT KOOKEN
PHOTOGRAPHY AND DIRECTING MARVIN LEUVREY
DOP BY HUGO CARLIER
PRODUCTION BY ALICE LEWIS
EFFECTS BY PURPLE MARTIN
CREATIVE DIRECTION BY MATTHIJS GROOS
AND SCOTT KOOKEN
PHOTOGRAPHY AND DIRECTING MARVIN LEUVREY
DOP BY HUGO CARLIER
PRODUCTION BY ALICE LEWIS
EFFECTS BY PURPLE MARTIN
CREATIVE DIRECTION BY MATTHIJS GROOS
AND SCOTT KOOKEN
PHOTOGRAPHY AND DIRECTING MARVIN LEUVREY
DOP BY HUGO CARLIER
PRODUCTION BY ALICE LEWIS
EFFECTS BY PURPLE MARTIN
CREATIVE DIRECTION BY MATTHIJS GROOS AND SCOTT KOOKEN
PHOTOGRAPHY AND DIRECTING MARVIN LEUVREY
DOP BY HUGO CARLIER
PRODUCTION BY ALICE LEWIS
EFFECTS BY PURPLE MARTIN
CREATIVE DIRECTION BY MATTHIJS GROOS AND SCOTT KOOKEN
PHOTOGRAPHY AND DIRECTING MARVIN LEUVREY
DOP BY HUGO CARLIER
PRODUCTION BY ALICE LEWIS
EFFECTS BY PURPLE MARTIN
NEW BALANCE X HIGHSNOBIETY — MILE 25.5. New Balance and Highsnobiety opened a pop-up store during the 2023 Berlin Marathon. It was named after its spot on the route: Mile 25.5. We based the design on Berlin’s construction sites. Jersey barriers, construction fences and caution tape divided the room and guided visitors through it. We used raw street materials and temporary-looking structures, so the store felt like part of the street outside.
NEW BALANCE X HIGHSNOBIETY — MILE 25.5. New Balance and Highsnobiety opened a pop-up store during the 2023 Berlin Marathon. It was named after its spot on the route: Mile 25.5. We based the design on Berlin’s construction sites. Jersey barriers, construction fences and caution tape divided the room and guided visitors through it. We used raw street materials and temporary-looking structures, so the store felt like part of the street outside.
NEW BALANCE X HIGHSNOBIETY — MILE 25.5. New Balance and Highsnobiety opened a pop-up store during the 2023 Berlin Marathon. It was named after its spot on the route: Mile 25.5. We based the design on Berlin’s construction sites. Jersey barriers, construction fences and caution tape divided the room and guided visitors through it. We used raw street materials and temporary-looking structures, so the store felt like part of the street outside.
NEW BALANCE X HIGHSNOBIETY — MILE 25.5. New Balance and Highsnobiety opened a pop-up store during the 2023 Berlin Marathon. It was named after its spot on the route: Mile 25.5. We based the design on Berlin’s construction sites. Jersey barriers, construction fences and caution tape divided the room and guided visitors through it. We used raw street materials and temporary-looking structures, so the store felt like part of the street outside.
NEW BALANCE X HIGHSNOBIETY — MILE 25.5. New Balance and Highsnobiety opened a pop-up store during the 2023 Berlin Marathon. It was named after its spot on the route: Mile 25.5. We based the design on Berlin’s construction sites. Jersey barriers, construction fences and caution tape divided the room and guided visitors through it. We used raw street materials and temporary-looking structures, so the store felt like part of the street outside.
CREATIVE DIRECTION BY MATTHIJS GROOS
PRODUCTION BY UNDPLUS
AGENCY HIGHSNOBIETY
CREATIVE DIRECTION BY MATTHIJS GROOS
PRODUCTION BY UNDPLUS
AGENCY HIGHSNOBIETY
CREATIVE DIRECTION BY MATTHIJS GROOS
PRODUCTION BY UNDPLUS
AGENCY HIGHSNOBIETY
CREATIVE DIRECTION BY MATTHIJS GROOS
PRODUCTION BY UNDPLUS
AGENCY HIGHSNOBIETY
CREATIVE DIRECTION BY MATTHIJS GROOS
PRODUCTION BY UNDPLUS
AGENCY HIGHSNOBIETY
AEIR — SUNSET SEQUENCE. Aeir was founded in Venice Beach, CA with a mission to become the world’s first carbon-negative luxury brand. Guided by an extraction-free manifesto, Aeir fuses the codes of luxury while highlighting the next generation of clean technology and circular materials. They believe that beauty can be universal, without extracting our most valuable resources, and are working to create a future where real luxury can be accessible to everyone. As part of their DNA, we created a generative and infinite digital sunset experience based on the different color spectrums around sunset in Joshua Tree - LA. A location where the first ideas of Aeir saw the light. Together with Bureau Cool and Studio Temp we extracted the color spectrums on different times in the national park to create an infinite sunrise sequence as part of their digital identity.
AEIR — SUNSET SEQUENCE. Aeir was founded in Venice Beach, CA with a mission to become the world’s first carbon-negative luxury brand. Guided by an extraction-free manifesto, Aeir fuses the codes of luxury while highlighting the next generation of clean technology and circular materials. They believe that beauty can be universal, without extracting our most valuable resources, and are working to create a future where real luxury can be accessible to everyone. As part of their DNA, we created a generative and infinite digital sunset experience based on the different color spectrums around sunset in Joshua Tree - LA. A location where the first ideas of Aeir saw the light. Together with Bureau Cool and Studio Temp we extracted the color spectrums on different times in the national park to create an infinite sunrise sequence as part of their digital identity.
AEIR — SUNSET SEQUENCE. Aeir was founded in Venice Beach, CA with a mission to become the world’s first carbon-negative luxury brand. Guided by an extraction-free manifesto, Aeir fuses the codes of luxury while highlighting the next generation of clean technology and circular materials. They believe that beauty can be universal, without extracting our most valuable resources, and are working to create a future where real luxury can be accessible to everyone. As part of their DNA, we created a generative and infinite digital sunset experience based on the different color spectrums around sunset in Joshua Tree - LA. A location where the first ideas of Aeir saw the light. Together with Bureau Cool and Studio Temp we extracted the color spectrums on different times in the national park to create an infinite sunrise sequence as part of their digital identity.
AEIR — SUNSET SEQUENCE. Aeir was founded in Venice Beach, CA with a mission to become the world’s first carbon-negative luxury brand. Guided by an extraction-free manifesto, Aeir fuses the codes of luxury while highlighting the next generation of clean technology and circular materials. They believe that beauty can be universal, without extracting our most valuable resources, and are working to create a future where real luxury can be accessible to everyone. As part of their DNA, we created a generative and infinite digital sunset experience based on the different color spectrums around sunset in Joshua Tree - LA. A location where the first ideas of Aeir saw the light. Together with Bureau Cool and Studio Temp we extracted the color spectrums on different times in the national park to create an infinite sunrise sequence as part of their digital identity.
AEIR — SUNSET SEQUENCE. Aeir was founded in Venice Beach, CA with a mission to become the world’s first carbon-negative luxury brand. Guided by an extraction-free manifesto, Aeir fuses the codes of luxury while highlighting the next generation of clean technology and circular materials. They believe that beauty can be universal, without extracting our most valuable resources, and are working to create a future where real luxury can be accessible to everyone. As part of their DNA, we created a generative and infinite digital sunset experience based on the different color spectrums around sunset in Joshua Tree - LA. A location where the first ideas of Aeir saw the light. Together with Bureau Cool and Studio Temp we extracted the color spectrums on different times in the national park to create an infinite sunrise sequence as part of their digital identity.
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
DEVELOPMENT BY BUREAU COOL
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
DEVELOPMENT BY BUREAU COOL
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
DEVELOPMENT BY BUREAU COOL
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
DEVELOPMENT BY BUREAU COOL
CONCEPT AND CREATIVE DIRECTION BY
MATTHIJS GROOS AND SCOTT KOOKEN
PRODUCT DESIGN BY NUOVA GROUP
GRAPHIC DESIGN BY STUDIO TEMP
DEVELOPMENT BY BUREAU COOL
All projects made by Matthijs Groos and collaborators. ©2026.
All projects made by Matthijs Groos and collaborators. ©2026.
All projects made by Matthijs Groos and collaborators. ©2026.
All projects made by Matthijs Groos and collaborators. ©2026.
All projects made by Matthijs Groos
and collaborators. ©2026.