Raya is a concept developer and art director, with a focus on fashion photography, design and experience event organization. Her work as a visual storyteller varies from photography and videography to performance and creative writing, and can be described as ethereal, speculative, metaphorical and full of color.
She graduated with an Honors degree at the Bachelors of Interdisciplinary Arts Maastricht (iArts, a new arts program that combines multiple artistic disciplines, academic research and entrepreneurship). In her final project ‘Pretty Exposed’, she investigated new feminism and nudity through a clothing set, a self-published magazine and dance performance, based on field research in Amsterdam and Rio de Janeiro, which launched at international fashion festival ‘FashionClash’.
As a freelancer in Amsterdam she worked on a multitude of commissioned and self-initiated theatre and dance productions as a director, producer and visual artist. As co-director of the fashion/ dance collective ‘Stand Your Ground’, she set up a festival event to demystify the behind-the-scenes of the artworld in an old Amsterdam jail (Bijlmerbajes), funded by the AFK (Amsterdam Art Fund).
She is currently further defining her visual craft in the MA Design for Art Direction in London (UAL, LCC) with her love for identity construction and body art, supported by the Young Talent Award of the Prince Bernhard Culture Fund and Van Renswoude Fund.
“The function of art in our time is not solely to be looked at, it is to be experienced, intertwined with multiple disciplines, explored as a form of research.”
Projects
- Floral Message“Gifts of blooms, plants, and specific floral arrangements were used to send a coded message to the recipient, allowing the sender to express feelings which could not be spoken aloud in Victorian society.” Floriography is the term that defines the language of flowers, standing for the cryptological communication through the use of flowers. For this project my aim was to rewrite floriography to the digital age, reviving physical flowers as a form of communication. In our society we receive form
Projects credited in
- Floral MessageFloral Message is a short art video, created and directed by Art Director Raya van der Kroon. In our society we receive forms of appreciation and emotional communication mostly via digital platforms. Our phone almost became the contemporary bouquet, showing acknowledgement when we get a Tinder match or maintain an Instagram friendship. The video explores floriography, the cryptologic communication behind flowers, through the question of how we could reclaim the code and language of flowers a
- Between FormsThe series "Between Forms“ showcases Hannah Sosnas AW20 Collection 'The Colour of Time’ which won the M&S Wool Week competition. The outfits sit within contemporary masculinity while drawing references from the birth of colour television and the introduction of test cards. The bold and colourful geometric prints give a sense of anarchy and modernity to a classic cut. By staging the models Conor and William in a sensual, modern intimacy this juxtaposition is mirrored. Collaborator: Raya van der
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Work history
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Performance director, producer, designerBijlmer Parktheater
- Amsterdam, NetherlandsFreelance
This multi-functional job was in assignment for the art education program ‘Wereldmakers’, at the cultural theater of Amsterdam, the Bijlmer Parktheater. The program enhanced children of the local neighborhood in their talents for theatre, dance, photography and fine arts and combined their learnings in a multi-disciplinary performance on the main stage of the theatre.
As a director I was responsible for the final performance direction, production and stage design. As a graphic designer I made the PR campaign, including poster design, flyers and video content. As a producer I supported the education department, as head of administration, supporting planning and finances.
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Floor ManagerBijlmer Parktheater
- Amsterdam, NetherlandsPart Time
Floor manager for performances, shows and events at the Bijlmer Parktheater. In this function I was the head of team and coordination during events. In my role I was responsible for the direction and timing of shows, instructing the audience, technicians and actors.
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Skills
- Event Organisation
- Leading Teams
- Abobe Indesign/photoshop/illustrator
- Fashion Concept
- Magazine Design
- Fashion Photography
- Article Writer
- Grahic Design
- Concept and Ideation
- Event Curator
Education
Master of ArtsUniversity of The Arts London (UAL)
London, United Kingdom
MA Design for Art Direction at London College of Communication gives visual communicators and designers the practical, critical and conceptual skills to develop their potential in the field of art direction.
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Bachelor of Interdisciplinary ArtsInterdisciplinary Arts
- Maastricht, Netherlands
iArts stands for interdisciplinary Arts, an intensive, international higher education art programme. We train and educate students to become critically engaged artists; to become inquiring, entrepreneurial and socially engaged thinkers and creators, who are capable of translating social and scientific issues into their artistic and interdisciplinary practice.
Awards
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Young Talent AwardPrins Bernhard Cultuurfonds
Young Talent Award with scholarship to support ongoing studies in Art Direction, London.