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NEWS
A WOODWORK LABEL
Woodwork Amsterdam Launches Visual Valley: the Label for Story-Driven Immersive Experiences for Venues, Museums and Brands
Woodwork Amsterdam, the creative studio known for its visual work for the Formula 1 Abu Dhabi Grand Prix, is bringing its growing immersive portfolio under its own label: Visual Valley. The label designs spatial, audiovisual experiences for immersive venues, museums and brands, with story as the starting point. Not spectacle, but experiences that move people and help them understand.
A Logical Next Step
Since 2011, Woodwork has worked on design, motion and film for international brands including adidas, Vans, Google, Wilson Sporting Goods and Lenovo. Increasingly, that work moved beyond the screen: into packed sports arenas with more than 100,000 visitors, onto anamorphic DOOH screens in New York, and into 360° rooms.
''Our visuals kept growing, until they became a space. Visual Valley isn't a new company.
It builds on the knowledge, experience and production backbone we've developed with Woodwork over the past fifteen years, now applied to a new dimension: immersive experiences and full worlds."
Marvin Koppejan, founder and Executive Creative Director
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TONNENLOODS
The Team Behind Visual Valley
Visual Valley is led by Marvin Koppejan, Susan van der Laan and Nina Fabel. As Executive Creative Director, Koppejan guards the creative vision and the connection to the studio. As Creative Director, Van der Laan steers direction, client relationships and the development of new projects. Fabel leads the organization as Managing Director. "Technology on its own isn't what makes the difference," says Van der Laan. "For that, you need a story: a reason to walk in, and something you carry back out with you. That's what we take care of."
''Technology on its own isn't what makes the difference, For that, you need a story: a reason to walk in, and something you carry back out with you. That's what we take care of."
Susan van der Laan, Creative Director
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EUROMAST
A Growing Portfolio
Visual Valley builds on Woodwork's immersive portfolio, which already reaches a large audience. Remastered in Rotterdam, a journey through the Dutch Masters, draws around 300,000 visitors a year. Woodwork also co-created an immersive experience for Euromast, alongside immersive content for brands including Vans, Visa, IKEA, G-Star RAW, LinkedIn and KPN.
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REMASTERED
Story First, Technology Follows
Visual Valley responds to a growing demand: institutions and venues want experiences that move visitors and help them understand something, not projection as spectacle alone. The label works with its own story structure, developed from the experience of productions such as Remastered and Tonnenloods.
That story structure builds the experience, from wonder, through discovery and learning, to a resolution.
Markets and Regions
Visual Valley works for immersive venues, museums and brands looking to build a physical brand world.
The label operates out of Amsterdam across the Benelux and Europe, in the Middle East, where Woodwork has been active in the UAE for years, and in the United States.
Now Showing: Teylers Museum
On 1 October, Teylers Museum in Haarlem opened its new exhibition, Without a Doubt? How Science Works. Visual Valley created the immersive section in the Kleine Zaal (Small Hall).
The installation lets visitors experience, in one continuous story, a seamless interplay between physical light installation and projection.
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TEYLERS MUSEUM
Coming Soon: Tonnenloods, January 2027
The official opening of Tonnenloods takes place in January 2027: an immersive 360° experience about the nature of Terschelling.
Visitors are taken on a journey past bioluminescence and nocturnal wildlife, across the Wadden mudflats, past hunting seals, between shipwrecks on the seabed, before passing through a school of jellyfish to return to the island.
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REMASTERED
