Photos courtesy Katrien Van Der Schueren.
Katrien Van Der Schueren is the founder and creative visionary behind Voila! Creative Studio, a visual laboratory where she envisions, creates and fabricates a full range of bespoke fine art, objects, furnishings, lighting, event and stage sets, and accessories.
In the grand scheme of her career, designer/artist Katrien Van Der Schueren says that her move to America in 2002, specifically Los Angeles, was the first main challenge she met that led her to where she is now. With her experience working in a variety of fields, from the European Commission to marketing, she says that she felt obliged to reinvent herself and that this new world gave her “the opportunity and the audacity to follow a new path.”
Through perseverance, courage and a “huge learning curve,” she remains the leader of Voila!, known as a visual laboratory with endless possibilities. “We are storytellers and translate it into material form. We are creative problem solvers that make the project happen,” says Van Der Schueren.
What about art and design draws you into doing it every day?
It’s an intuitive thing, I think.… I didn’t really think it through. It just felt natural to me and I followed my path of learning and exploring and fine tuning the direction as I went along.
I love working and exploring materials and their possibilities. I love discovering new textures, new techniques, new colors, new color combinations, new designs, new styles … and in my job the learning and discovery is endless. I love the storytelling [aspect] when we work on projects. Imagining the environment pieces will go to, who will use it, look at it and how to tell that story and make that story happen with shapes and form and materials.
What influence, if any, do you get from living in California?
So many things. California is such a melting pot of cultures providing so many creative impulses on a daily basis. There are so many different influences to draw from here that it’s hard not to get inspired every day. I still strongly feel like an immigrant on Discovery Road.
Since we arrived in LA, the city has evolved so much. It breathes artistic energy in so many domains, from food to music to artisanal crafts to high-end design. Nature is another big part of California’s inspiration. The ocean, for example, I mean who can resist its magic? And what about the vastness of land in between places when you drive out of the city and what about the evenness of the light and its brightn
To keep inspiration alive, Van Der Schueren says she needs to connect with the outdoors, whether it’s taking a drive, traveling abroad or spending time with her family outside the studio, “so when I step back in I feel re-energized and spin my wheels on the right things.”
What do you usually draw inspiration from?
Literally everything or anything that kind of stops me in my tracks. That can be the shape of a leaf in the garden, a lyric or beat in a song, a shade of a ceramic cup, my kids’ world, an art installation, a set of a movie I am watching. Anything that stops me and draws my attention.
Tell me about Voila!’s conception and how it operates today. What was the original mission/goal of the studio?
I started as a picker. As that’s where it intuitively felt right for me to start. Learning styles, periods, et cetera. Then my intuition just led me to start making, first by combining finds and turning them into either art or furniture. Basically, I do have a lot of something I found and it inspired me to make something with it. Then I wanted to learn more techniques and what I could do with materials, started hiring people and learning about that process and its ups and downs with growing pains. Clients would ask me to custom make furniture and art for them and I gradually learned what I liked and disliked, and it all evolved like that with some very risky steps in between, just out of some gut feeling that that was the next step to take. A lot of mistakes on the way, of course, getting back up and moving forward towards a clearer direction.
When it comes to designing art for a project, what is the most important element you have to remember? Does this differ depending on the type of space you are working in?
Each project is its own. When we start an art project, I look at the story first. The visual story (the interior design choices and the environment and architecture) as well as the audience it’s for. Those parameters will define the art choices. Of course, the location and the environmental conditions are often key as well when it comes down to choosing the materials to work in, and the type of use will also define possibilities.
Is there a piece of art in your
own home that you would never consider selling?
Almost all of them. The pieces I have at home are part of the fabric of my life. I am emotionally connected to them and they make a lot of sense in my home visually.
What would be your dream project or a piece you’ve always wanted to start (or finish)?
Oh boy. A dream project would be that I get unconditional creative freedom and unlimited budget to design and fabricate all the art, and custom-make all the furniture for a unique experiential boutique hotel that also has a music venue on the premises as well as some original and unique culinary opportunities (restaurants/bars, et cetera).