Hans Kuijten: artisan designer with a raw, sensual edge

Storytelling

His design proclivities? Those lie with the beats of Tomorrowland, the magic of 7th Sunday and the showmanship of ID&T: the heart of the festival world. ‘In those years I learnt a huge amount,’ Hans says. ‘It was my practical apprenticeship, where I did everything from designing to executing stages.’ His career flowed organically into other disciplines. ‘The line between events and hospitality is paper-thin,’ he explains. ‘Both are about experience and storytelling.’

Giving performances

'A dreamer? Yes, but with my eyes open.' Hans likes clarity and besides being aesthetically minded, is above all practical. ‘You can design a fantastically beautiful, over-the-top, cool restaurant, but if the budget is insufficient or the execution proves impossible, then there's no point.’ This pragmatic approach is deeply embedded in his design process. His wish? To realise a large-scale project like a resort hotel in a metropolis like London, Paris or New York. ‘I want as many people as possible to enjoy my designs,’ he says with a twinkle in his eye. 'For me, designing is like theatre. I want to give a performance, to shine, which is why I am on stage. I am therefore particularly proud of the Entree Awards nomination of boutique hotel Blendin in Bloemendaal for the Best New Boutique Hotel category.'

Wall cover freak

In a design by Hans, you immediately recognise his signature style: timeless, warm, sensual sophistication and a sense of home. Embodied by materials like marble, leather, soft fabrics and luxurious wallpapers with 3D textures alongside symmetry and a play of lines. 'I always opt for real and pure and am a wall cover freak. Materials are allowed to have a rough edge. That gives character.' Keep it simple, is the motto to which he gives his own twist. ‘I make forays into unusual and bold materials and use one or two eye-catchers in the form of art or lighting, for example.’ Above all, Hans creates cosy, welcoming environments to relax in. Spaces that feel like a cocoon. ‘I bring calmness and connection between different spaces.’

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Atmosphere designer

‘Staying within the lines has never been my forte,’ he says with a smile. His strength lies in the ability to fully empathise with his client. 'I am one of the guys, they often say. I listen, understand their story and translate it into a design that reflects their vision. A material or item is always my entry point, my starting shot. Like the red chairs in the Legends Lounge at football club PSV. Those were a given. By chance, a red marble type just arrived that was the perfect match. With that, I start building the atmosphere around it, adding shapes and fine-tuning. Much more than an interior architect, I am an atmosphere designer.'

Mingling

For Hans, working together and mingling is essential. It's not just about the projects, but also about the now eight colleagues and partners he works with. The famous, indefinable click must be there because that is the basis for a fruitful collaboration. Together, you have a goal in mind and you embark on an intensive journey together - emotionally and financially. That requires trust and respect. Humour is also important and equality, that personal touch. I must be able to identify with the brand and the partner. For instance, I won't be able to do anything for Lamborghini any time soon; that's not what I am. If we do make that comparison, I'm more of a Range Rover: rugged, robust, raw and yet luxurious.'

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