{"id":1889,"date":"2016-01-13T01:39:10","date_gmt":"2016-01-13T01:39:10","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=1889"},"modified":"2016-01-13T12:43:52","modified_gmt":"2016-01-13T12:43:52","slug":"meet-the-studio-noa-verhofstad-creator-of-wonder-nostalgia","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/01\/meet-the-studio-noa-verhofstad-creator-of-wonder-nostalgia\/","title":{"rendered":"Meet the Studio – Noa Verhofstad, Creator of Wonder & Nostalgia"},"content":{"rendered":"

Studio Noa Verhofstad is a creative agency based in Amsterdam and was founded in 2011 by Noa Verhofstad, director and curator.\u00a0<\/em><\/strong><\/p>\n

I recently had the privilege to meet Noa Verhofstad, and discover this unique studio, where I found myself in a world where dreams are coming to life and their entire essence is created using high quality craftsmanship and handwork.<\/p>\n

The story behind every window display and every set design is translated into detailed and exquisite design elements, capturing the imagination of the customer in a matter of seconds.<\/p>\n

What I deeply appreciated is how the studio is able to create these intriguing, nostalgic design sets in a world that is ruled by digital and virtual design.<\/p>\n

The window displays that the studio presents are an amazing theatrical expression of the brand they faithfully represent. The designs have the power to build an invisible bridge between the world of today and the artistic expression of the brand, this delicate world that lies inside the window.<\/p>\n

Noa Verhofstad made time in her busy schedule to answer to some questions, so we could understand more about how the magic is created.<\/p>\n

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  1. \n
    The Branding Journal: Can you present the studio \u2013 its story? How everything started?<\/h6>\n<\/li>\n<\/ol>\n

    Noa Verhofstad:<\/strong> I graduated in 2007 at the Artez Institute of Arts with a degree in theater. During my studies I discovered my love for designing and building decors. The only problem was that I was studying to become a theatre director and not a stage designer. So I had to tell a story with a beginning, a middle part and an end. And to be honest I found that less interesting than creating a single image.<\/p>\n

    In my final year I was asked to take part in a photography project.\u00a0During that project I discovered that photography is a medium where I can express myself very well, to direct one single moment to the finest detail and record it in a picture. Later in my career, photography became a smaller part and I did different projects in designing\/making decors, installations and windows.<\/p>\n

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    1. \n
      TBJ: Can you tell me the essential philosophy of the studio?<\/h6>\n<\/li>\n<\/ol>\n

      NV:<\/strong> In a time in which anything is possible in the field of digital image manipulation, Studio Noa Verhofstad places the focus on craftsmanship and handwork. Virtually every essential element, whether it is a photo, a d\u00e9cor or an installation, is created and constructed by hand.<\/p>\n

      The work of Studio Noa Verhofstad always exudes a sense of nostalgia and wonder. All images are composed with the utmost care and attention to detail, a process in which the choice of materials always plays a very decisive role. Paper, cardboard, wool, glass and wood all contribute to the telling of this one story.<\/p>\n