Meet Marjo van Kleeff
WTC Amsterdam houses a dynamic, changing art collection that adds color to the building. The creative brain behind these art exhibitions is Marjo van Kleeff: curator, entrepreneur and life artist. Where does she get her inspiration from and what is her connection with WTC Amsterdam? We asked her.
Gallery Shop in Tower One
Van Kleeff’s connection with the WTC Amsterdam goes back almost 20 years. In 2004 she started a gallery shop in Tower One, where she became quite noticed at the time. “It was the first store in that area with an intimate, personal atmosphere that contrasted nicely with the businesslike and dynamic of the WTC.”
Art as distraction
As a former tenant, Van Kleeff was part of the vibrant WTC community. That experience made her the perfect curator for the art exhibitions. ‘My role as curator arose from the growing need for a more dynamic interpretation of art in public space. Art distracts you from your daily worries, especially when you encounter them unexpectedly. Those spontaneous encounters give light to your day.”
Inspiration
Van Kleeff sees art as a communication expression that nourishes, inspires and teaches you as a person. She gets her inspiration for the art exhibitions from a lot of searching, smelling and tasting art in and outside the Netherlands. And by meeting new talents and visiting their studios. “I compare art with cooking. You have to taste as much as possible (view art) to be able to judge, to stimulate your senses.”
International and colorful
Van Kleeff’s personal preference is for objects. “Objects communicate well with the space. But new techniques also intrigue me, such as 3D printed works.” What she finds especially important for WTC Amsterdam is that the art reflects what is going on in the international community (or the world). Van Kleeff also likes striking colours, especially in the dark winter months. “After the current exhibition with the theme ‘Fluid Identity’, Marianne Naerebout will exhibit her work in November. Her colorful art (sculptures and paintings) is the perfect distraction for the dark winter months.”
Buy art after the dentist
A nice detail of the art exhibitions is that all works of art are for sale. Does anyone ever buy anything? “Certainly. For example, there was recently someone who had to go to the dentist in the WTC and was captivated by a work. He decided on the spot that if he still liked the work after his visit, he would buy it. And so it happened. The diversity of the exhibition creates a moment of surprise that makes people pause for a moment. It is precisely that uninhibited moment that can ensure that people make a purchase, as you sometimes experience when traveling.”
Art exhibition design
But how do you furnish a room? What are you paying attention to? Van Kleeff: “Every space has its limitations, such as fire brigade requirements. Working with audio artworks, for example, is technically difficult in WTC Amsterdam. It is especially important to look carefully at the light and the visibility options for the visitor to the space. For me, that is a matter of intuition and experience.”
What else is on the bucket list for WTC Amsterdam? “Art Talks, where you can learn and appreciate even more through the eyes of the artist. By seeing a lot of art you nourish your own taste and learn to distinguish yourself.”
Art with a raw edge
Van Kleef has plenty of golden tips for interesting exhibitions. “I like art locations with a raw edge. Het Hem is highly recommended, precisely because of its raw location. But Museum Night and the Open Atelier Routes of Amsterdam are also a must for enthusiasts.”