Projects
click here, to join our network of creatives + friends and collaborate with us on a variety of projects.
click here, to join our network of creatives + friends and collaborate with us on a variety of projects.
Kennedy Yanko,"By means other than the known senses”
Contemporary sculptor Kennedy Yanko debuted "By means other than the known senses" at the 2022 edition of Unlimited, Art Basel’s curated section of monumental sculpture. She created her work in Spring 2022 at pre-reserved studio A.
Yanko had dedicated space and time in pre-reserved studio A, where she focused on building this large-scale sculpture, which stands nearly 6 meters tall. The suspended sculpture is composed of a rusty-apricot metal sourced from a local provider, and green paint skin.
To create this work, Yanko employed a crashing and breaking method, where Yanko utilized heavy machinery to reconfigure the metal until it arrived in its final state.
Yanko’s work can be found in private collections and museums around the world, including the Bunker Artspace (West Palm Beach), the Norton Museum (West Palm Beach), Espacio Tacuari (Buenos Aires), the Rubell Museum (Miami), and the Albertina Museum (Vienna).
"By means other than the known senses” was created for the ART BASEL’s UNLIMITED section in 2022. We're proud to have been part of this project and we hope to continue working with talented artists like Yanko in the future.
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Artist - @kennedyyanko
Gallery - @vielmetter / Vielmetter LA
Show - @Artbasel / Basel Unlimited 2022
Studio - PRE-RESERVED Studio A
Adidas NMD
For the 2022 relaunch of the Adidas NMD_V3 , we were asked by The Athlete's Foot to re-imagine the iconic shoe, elevating the Adidas brand status for TAF markets and increasing their brand awareness.
“By blending its past design with a futuristic twist, in other words, blending the old school with the new school, the shoe is suitable for any environment. It allows you to move through city streets, flexing, flaunting and fitting in with those around you. This modern icon aims to inspire self-expression and exploration of you and your crew. The vision behind the campaign was to show up, glow up, and move with the future on your feet and in the streets”. .
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Client - TAF x Adidas
Directors - @najimjansen & @bobsizoo ( @notaneyething )
Producers - @shaktajiri & Jesse Jans
DOP + Edit - @dnzl.dop ( @notaneyething )
1st AC - @aristosiatrou / 2nd AC: @rolanddelderfield
Music - @najimjansen & @shaktajiri
Gaffer - @juri_dewolf / Best Boy: @yannick_giraud & @gurrt_gwrt
Electricians - @pramesh.sewgobind & @cervezastallone
Photographer - @willemsizoo / Product photography: @daanzahradnik
Photography edit - @frederiquepinas
Models - @lucaopheij & @emileboskaljon
MUAH - @makeupart.by.m
Stylist - @long_terms
Set Design, Studio B - @im_clays
Agency - PRE-RESERVED
Soho House x PRE-RESERVED, Night At The Studio
A special night was organized together with Soho House Amsterdam, where we created a unique experience for a selected group of people who inspire us. Our co-shared values of working together with creatives and being a facilitator for ideas brought this collaboration to life. After a grand dinner at the PRE-RESERVED studio, various artists residing in the ArtHubs gave a peek into their current and completed projects. Aside from tours of our atelier spaces, Kennedy Yanko’s sculpture was exhibited in Studio A, Studio B showcased an audio-visual installation by Boris Acket.
The night also included a private boat ride through the canals of Amsterdam with Soho House Amsterdam as the final destination. Here, an afterparty was held for a bigger crowd with music provided by DJs such as Aiche.Fm, Patrik Mordi and Tida Kamara. Celebrating creatives and pioneers with familiar faces, good music and drinks.
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Partner - @sohohouse / Soho House Amsterdam
Flyer design - @rezjiuls.fr
Concept, creative direction - PRE-RESERVED
Location - PRE-RESERVED studio A / B
Air Max Day 2022
For the celebration of Air Max Day 2022, we were challenged by The Athlete's Foot X Nike to create a campaign without any physical shoes or samples available within a short time frame.
Our solution was to develop an all-3D campaign from product photos to re-imagine their iconic Air Max design. In the animated video clips and still images the fictional characters are styled with computer-generated Nike Apparel, ready for the MetaVerse.
The concept, creative direction and production was fully realized by PRE-RESERVED, the final result pays homage to the Air Max heritage and showcases its virtual future.
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Client - TAF x Nike
Animation - @thmnstu
Sound Design - @najimjansen
Creative Direction - PRE-RESERVED
Production - PRE-RESERVED
Where the impossible is made possible, Movie
We teamed up with visual artist @miloboot to immerse our audience into our world. Created entirely from scratch, the project resulted in a final file of 111GB, a consumption of 86 coffees, 36 days of rendering, 250 different 3D models and 11 software programs - Houdini, Maya, Davinci Resolve, Ableton and others.
The result is a short surrealist film showcasing PRE-RESERVED from our collective perspective — where the impossible is made possible through the power of imagination and co-creation.
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Concept - @miloboot & @willemsizoo
Animation - @miloboot
Music - @najimjansen
Color grade - @dnzel.dop
Sound design - @dnzel.dop
Choreography - @jinkojoshu
Creative Direction - PRE-RESERVED
Iris Van Herpen x Aveda
One of our most memorable studio bookings is a fairytale-like movie clip showcasing the magical dress creations of Dutch fashion designer Iris Van Herpen floating through space. Herpen is known for fusing technology with traditional haute couture craftsmanship. Directed by Jip Mus, a model was attached with an invisible wire to the ceiling of Studio B, allowing the model to dance mid-air and recreate a floating-like look. With the help of wind machines and additional B-roll footage of water bubbles, the end result resembles a mermaid-like creature beautifully falling into the depths of the ocean.
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Director - @jipmus
Model/ dancer - @bettinajurak
Production - @galpinjane
1AD - @charlotte_woerlee
2AD - @laradcarter_
DOP - @cinemorphics
Gaffer - @jasperlefevre
Hair - @antoinettebeenders
Makeup - @connie_man_
Rigging - Jeroen from Rigging Amsterdam
Atelier team - @chibuom
Catering - @lottevalk
Location: PRE-RESERVED Studio B
The Nieuw-Kijkduin Beach Town Project
At the beginning of 2021, we partnered with architect and artist Toon Rooijmans to explore and develop a proposal for a newly constructed beach town located on the coastal side of The Netherlands.Our collaboration with Rooijmans on the Beach Town project began when we shared our ideas about the potential of (digital) art with the project developer responsible for Development. Together, we created a plan that incorporates art and nature into the town's design.
One of the key elements of the project is the use of digital art installations in shopping streets, passages, and other locations throughout the town.
These installations not only improve the town's appearance but also offer practical benefits such as attracting visitors and controlling crowd movements in public areas, we believe the concepts for the town are both attractive and functional, as well as commercially viable.
Both we and the project developer hope that this project will encourage other developers to consider the potential of (digital) art as a tool in urban design.
Concept - @toon.rooijmans & @willemsizoo
Creative Technology direction - @toon.rooijmans
Commercial direction - @willemsizoo
DESEDE TERRAZZA, From Amsterdam to Paris
In March 2022, @prereserved collaborated on a photo shoot with Parisian photographer @adrelanine and brought the iconic @de_sede_official couch to the streets of Paris. The DS-1025 model is a design from 1974 by Ubald Klug and has become a true classic with unprecedented fame within and outside the design world. The design has been a recognizable piece for people in Amsterdam and is often seen on socials of people visiting the studio.
The idea of this project was to connect the dots with the city of Paris which functions as an inspiration hub for us and many others.
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Photography - @adrelanine
Production - @frederiquepinas
Creative Direction - PRE-RESERVED
Meta x PRE-RESERVED, Fashion AR for DIOR
Through an exploration of augmented reality (AR), we were challenged to come up with a concept for a “digital” runway show for Facebook’s client DIOR in 2020. Limited by Covid-19 restrictions and social distancing regulations, most fashion shows were streamed online without any public audiences.
AR offered the possibility to showcase garments and concepts in an innovative way by integrating AR filters within the Instagram app as an extension to streamed shows. The runway is brought straight to people’s homes through their devices.
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Client - META, Spark AR
Research - @willemsizoo
Creative Direction - PRE-RESERVED
Studio C
Studio C is the newest addition to the PRE-RESERVED family of studios, located in the heart of Amsterdam-North, next to the NDSM ferry. This temporary 770m2 space provides a dynamic and versatile environment for individuals and brands from a wide range of backgrounds and disciplines to come together and create, collaborate, and be inspired.
With this added space, PRE-RESERVED is excited to explore even more possibilities for collaboration with the people who inspire and motivate us. Studio C provides endless opportunities for artists and brands to showcase their creativity and innovation.
With our existing studios, A and B, having hosted a diverse range of projects and collaborations with major international brands and artists, we can't wait to see the incredible ideas and ventures that will come to life in Studio C.
Our concept at Studio C is not only about providing a creative space for the community, it's also about contributing to the placemaking of the newly built area. By bringing our concept to the heart of Amsterdam-North , we are contributing to the experience for the neighborhood and its residents.
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Client - BouwInvest
Creative Direction - PRE-RESERVED
Realisation - PRE-RESERVED
Interior Photography - Jonathan de Waart
Meta x PRE-RESERVED, AR(t)
Through an exploration of augmented reality (AR), we were challenged to explore possibilities AR could offer to the art world - including leading museums, galleries and artists. Limited by Covid-19 in 2020, which resulted in museums having to close and artists to self-isolate, AR was a solution to nevertheless showcase art to the public in an interactive and accessible way.
AR has the potential to unlock new forms of storytelling, self-expression, and education.
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Client - META, Spark AR
Research - @willemsizoo
Creative Direction - PRE-RESERVED
PRE-RESERVED Tee by PABLO T-SHIRT FACTORY
The collaboration with Parisian company PABLO T-SHIRT FACTORY (PTSF) & Dutch architect Toon Rooijmans further showcases our drive to envision ideas limitlessly. The vision was to create a garment printed on the inside of old vintage T-Shirts and the artwork on the back side showcases Studio A, designed by our good friend Roojmans.
We as @prereserved stand for making the impossible possible through imagination and co-creation, doing projects online & offline with friends, family and brands.
This approach to envisioning ideas limitless is further expressed in our latest project in collaboration with Parisian company PABLO T-SHIRT FACTORY (PTSF) & Dutch architect @toon.rooijman.
The artwork by Roojmans showcases one of our studios.
The message behind the project is to encourage creatives to work together collaboratively, and learn from each other’s expertise. Anyone can start a project, it’s all about enjoying the creative process. Similarily, the mission of PTSF is to connect creatives and support them bringing ideas to life.
All garments are vintage tees sourced by PTSF and screen-printed at their factory in Paris.
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Animation - @thmnstu
Music - @najimjansen
Graphic - @toon.rooijmans
Type design - @valentinoangela
Factory - @pablotshirtfactory
Concept - PRE-RESERVED
Quatro Vision x PRE-RESERVED
For this project PRE-RESERVED provided their creative direction, production and photography services to the independent management and entertainment label Quatro Vision. The Dutch rapper Henkie T founded the record label with great success, generating more than 90 Million views on their official YouTube.
The collaboration involved a series of shoots for various media channels over one year such as the cover for the “WCFN” album Vol. 1. It was shot in the oldest historical library in the Netherlands and featured the rap artists Yssi SB, MeoKidd, Elliven, JPAID alongside the label founder. Additional press kit photography where made. Later on the music video “Hoody” was produced in one of the PRE-RESERVED studios.
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Client - @quatrovision // Quatro Vision
Concept - @willemsizoo & @milki.fr
Photography - @willemsizoo
Production - PRE-RESERVED & Aiche
Max Zara Sterck x AFW at PRE-RESERVED
For the first time, designer Max Zara’s sculptural pieces and seamless designs make an appearance on the Amsterdam Fashion Week schedule. In this performance female power and sensuality in freedom were celebrated. Max Zara worked abroad for years for names like Alexander McQueen and JW Anderson, but is now determined to make it on her own - starting by winning over the Dutch fashion crowd. And that's what she did: her collection was sleek and minimalist with diagonal lines and radiated pure craftsmanship. - Vogue NL
The elegance from the clothing and the models went really well with the contrasting ambiance of PRE-RESERVED Studio B.
The overall dark black space was illuminated by a large white square where dancers performed and the models walked upon, creating a unique look and feel that directed focus on the clothing and shapes shown. Visitors were welcomed through the entry doors at Studio A and later escorted up into Studio B where the show was held.
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Models: @manishavanpraag @isabellevanpaasen @yulannedegroot @mado_kary @demiverheezen @angles.by.angels @kimvanderput @britneyvandersteen @jearnisa @elinevanhaasteren @juliettekoole @jaylynnwouden @s.anammx @l.atanyar_
Dancers: @yulannedegroot @mado_kary @demiverheezen@angles.by.angels @kimvanderput
Styling: @constantdeboer @fleurvanderschilt
Choreo: @jurrien.schobben
Music: @pepenomad
Light and technique: @jur.show
Hair: @scottstarrenburg
Make-up: @jessielefler_mua
Location: @prereserved
Jewelry in collaboration with @tweek_eek
Photo by: @teampeterstigter
@amsterdamfashionweek @spicepr
Lack of Guidance x Dekmantel at PRE-RESERVED
The film, created as part of the collaboration between Dekmantel and Lack of Guidance, explored the connections between the worlds of football, dance, and electronic music. It had captured the dynamic tension between absolute and relative motion.
Shot inside PRE-RESERVED Studio B.
Directed by @jeroendankers
Music ’Volta’ by @bssluigi
Prod. @jessetebuck - DP. @sami_el_hassani - FP @pepijnnuiten - Regie ass. @eiland.frisco - Gaffer @dd_lighting - BB @maximepottuit - Props @jacobabe -
Photographer @evaroefs
Post: @glassworksvfx @vanessa_colour@vastez @bssluigi
Client: @rensstrien @akaar
Cast: @aradinbar @eevalioni @bea.1991@orrystckbndls
@__________persona
Anyma and SEVDALIZA at PRE-RESERVED Studio A
Artist Anyma and artist SEVDALIZA were photographed by @willemkantine inside PRE-RESERVED Studio A for their release of
Samsara as part of my Anyma’s debut album Genesys.
Featured in the shoot is Dahilia, a Femmenoid / Robot. It was created “to convey the harsh truth about navigating in the music industry as a woman who does not conform to an industry standard—sonically, physically, and mentally. Dahlia represents the perfect artist,”
Naomi Sharon at PRE-RESERVED Studio B
End of 2023, Friends and family were brought together inside PRE-RESERVED, Studio B to enjoy Naomi Sharon’s performance at her EP launc “ The Obsidian”.
Earlier in 2023 Sharon made history as she became the first female artist to sign for Drake’s OVO Sound label. The Dutch-Caribbean singer has garnered critical acclaim with her unique alternative R&B that blends beautiful vocals with songwriting that is deeply honest and vulnerable.
The artist makes her OVO debut with Obsidian, an album that showcases her futuristic sound and desire to step out of her comfort zone as she bares her soul in a transformative project that represents rebirth and confrontation.
Pusha T and No Malice at PRE-RESERVED Studio A
The rap duo, Pusha T and No Malice of Clipse were photographed inside PRE-RESERVED Studio A for the GREATEST ISSUE 08. The 22-page cover story features an interview by Steven Victor, photography by Karl Felix and styling by Marcus Paul.
If interested, read the interview here: https://www.goat.com/en-nl/editorial/clipse-pusha-t-malice-interview-greatest-magazine
Photographer: @karlfelix__
Styling: @marcuspaul
Interviewer: @stevenvictor
Introduction: @fullmetallotus
Grooming: @emma.rosa
Set Design: @amaro__studio
Digital technician: @nikki_hock
Executive producer: @artillerie.tv, @philippeav
Production manager: @luc_hueber
Photo assistants: @louisrakimoomes, @mitchell.oneil_, @olivermatich
Styling assistants: @eliemerveille, @phoebevos
Production assistant: @princepremee
Videographer: @ashleyrottjers
The New Originals SS24 Showroom at PRE-RESERVED, Studio C
The New Originals had presented "Creative Space," an exploration of the intricate relationship between artists and their creative environments, encompassing both the physical and mental realms.
Drawing inspiration from the artistic environment of the early 20th century, this collection had referenced renowned artists like Pablo Picasso and Henri Matisse. Carefully curated to add ambiance to the theme, the lookbook had featured a setting adorned with various props from that time period.
They used Studio C as their blank canvas adding their own bright colors and materials that matched the collection.
@theneworiginals
PRE-RESERVED Studio C, Group Show presented by Dewy Elsinga
This Group Show was a unique collaborative event to showcase the incredible talent and diversity of various contemporary artists from Amsterdam & surroundings. Bringing together a mix of styles and mediums, we celebrated the local art community's thriving spirit and foster connections among artists and enthusiasts together at PRE-RESERVED, Studio C.
In this exhibition each artist brought their unique perspectives and backgrounds to the table, creating a rich and diverse atmosphere for visitors to explore. The show showcased archival & new works, providing a distinctive opportunity for artists to share their past creations and reinvest in the future of their artistic journeys.
Each participating artist had been carefully selected by Dewy Elsinga, who has a close connection with all the artists. This approach added a personal touch to the event.
Artists: @kennethjames @bodoingthings @butterfingaz@tjinhedy @emielsteenhuizen
Production: PRE-RESERVED, @charlotte.zagt & @willemsizoo
Video: @aristosiatrou
Drinks: @peroni_nl & @viperhardseltzer_nl @25thhouragency
Daily Paper, Sample Sale
The Daily Paper Sample Sale hosted at PRE-RESERVED, Studio C was an exclusive shopping event that gave friends and family the chance to explore a wide range of Daily Paper items at a discounted price.
To ensure a smooth shopping experience, Studio C, with its 770 m2, provides a space big enough for Daily Paper to operate this sample sale.
Sneaker District x New Balance by PRE-RESERVED
For the New Balance / SD - FW23 campaign we created a one-minute video, where we dive into the life of the talented musician and producer Bnnyhunna, showcasing the seamless balance between his ON moments of music production and his OFF moments of relaxation.
In the span of just two weeks, we went from concept development to production and publication.
Client : Sneaker District
Talent : Bnnyhunna
Location : PRE-RESERVED Studio C
Daily Paper x Masego
Masego is seen jamming inside Studio C wearing the latest Daily Paper collection.
Masego, also known as Uncle Sego, is the master of his own musical style called “TrapHouseJazz”. His talent has resulted in collaborations with artists such as Drake, SiR and GoldLink. With his compelling mix of jazz, soul and hip-hop, in which his masterful saxophone playing functions as a connecting factor, he effortlessly combines depth with liveliness, romance and humor.
Toto Blauw at PRE-RESERVED Studio C
Amsterdam-based contemporary artist and designer @totoblaauw debuted his new solo exhibition “HELLO NEW WORLD'' located at PRE-RESERVED Studio C.
“HELLO NEW WORLD'' is a reaction to the paradigm shift the world had taken in 2020. We all endured dark and difficult times, coping with fear, isolation, and a sense of disconnection. But Toto, with his brilliant and vibrant artworks, has taken that negative energy and transformed it into a radiant flow, creating his own magical utopia.
Through his landscapes and cosmic tales, Toto takes us on a healing journey. He invites us to reimagine our world, to make it less mechanical and more wondrous. In this exhibition, you'll discover a delightful array of new paintings, prints, and mixed-media installations. It's an opportunity to rediscover ourselves and consider the endless possibilities that lie before us. Together, we can actively shape a better world.
The new, ideal world. What would it look like?
Blaauw's collection comprises 25 captivating works, which tells a story individually and collectively. They come together as a harmonious symphony, inspiring us to embrace the beauty that surrounds us.
Artist: @totoblaauw
Photographer: @jonathandewaart
Location: PRE-RESERVED, Studio C
Mees Merlin Solo Show at PRE-RESERVED, Studio C
August last year we proudly presented a solo exhibition at PRE-RESERVED Studio C, by the talented artist Mees Merlin. This exhibition delved into the temporal nature of existence, echoing the sentiment of "Memento Mori" through Merlin's art.
In this collection, Mees Merlin didn't offer solutions but instead highlighted the beauty in life's impermanence. Embracing the eventual end, he transformed this concept into a compelling dialogue about acceptance, resilience, and the beauty found in life's fleeting moments.
Artist: @meesmerlin
Location: PRE-RESERVED, Studio C
What’s your type? Leroy Wadie at PRE-RESERVED, Studio C
In collaboration with PRE-RESERVED, ADA contemporary gallery, AS Sign and Tony’s Chocolonely, British-Ghanaian Designer, Leroy Wadie, invited viewers to ask the question in his innovative design showcase What’s Your Type?
On 17th of August, at PRE-RESERVED Studio C, the opening of this showcase engrossed us with the distinctive typography of each quality whose meaning of the word were comically emphasized by their physical appearance and the various art mediums utilized in tandem.
Artist: @leroywadie
Location: PRE-RESERVED, Studio C
Axel Arigato at PRE-RESERVED
Axel Arigato made a pit stop at the studio for their annual Music Truck Tour.
The world of Axel Arigato is about bringing people together via carefully curated, memorable moments. As long-standing industry disruptors, the brand continues to conceive unique, accessible events that break the mould of the traditional fashion calendar - frequently via the lens of music. The brand continues this long-standing commitment this summer with its biggest event to date, the Axel Arigato Music Truck - a custom-built music truck tour across Europe with some of the biggest and best emerging talent.
In addition to the studio rental, PRE-RESERVED undertook the complete production for this event utilizing its local network of industry professionals and creatives. .
Haute Photographie at PRE-RESERVED, Studio C
Last September we presented the amazing work of Haute Photographie. Haute Photographie is the boutique art fair with the allure of a museum. HAUTE is the perfect place to discover photography - whether you're an experienced connaisseur or a starting collector.
At Haute you find the grandmasters of photography to the most exciting talents of the moment; the past present and future of photography.
This list of artworks are a few of many that were showcased during this day:
1. Sante D’Orazio - Kate Moss, West Village, NYC, 1992
2. Jan C. Schlegel - Aequorea forskalea, ca. 2022
3. Asha Swillens - Lilly, 2023
4. Joep Hijwegen - Ghost, 2022
5. Luuk de Haan - appliance 1, 2016
6. Nora Papp - IllustratorinstagramIItoaster, 2019
7. Albert Watson - Sade, 1992
8. Haute Photographie flyer with image by Neeltje de Vries - SUMMERTIME, 2023