What Does a Set Designer Do?
TL;DR:
- Set designer Gini Grootenboer made the switch from medicine to the creative industry
- She worked with big names like H&M, Adidas and Marina Abramovic
- Set design is about designing an environment that tells a story
- Fashion and film call for a different approach: visual stimulation vs. realism and storytelling
- Gini dreams of international installations, music videos and fashion shows
In this episode of Brand News, hosted by Charlotte Emily, we dive into the world of a set designer. This time Gini Grootenboer shares her story: from her unexpected career start to her impressive collaborations with big names in the fashion and art world.
How did Gini's career as a set designer begin?
1. Introduction - The episode begins with a short introduction by host Charlotte Emily, who mentions the collaboration with Winkelstraat.nl. She then introduces Gini, a creative set designer.
2. The beginning of Gini's career - Gini's journey into set design began in a completely different world: healthcare. After studying medicine she worked for a while in the operating room, but soon felt her future lay elsewhere. Inspired by her parents, who are both active in the film industry, she decided to explore her creativity. Internships in the art department of film productions sparked her passion for set design, after which she founded her own company and further developed her talent in collaborations with various films, commercials and fashion brands.
What exactly is set design?
3. What is Set Design? - For Gini, set design is more than creating backgrounds; it's an art form. "Set design is about designing an environment that tells a story or draws attention to a model or product," she explains. From simple set pieces to complex installations, Gini combines concept development with the technical aspects of construction. This allows her to realise a complete creative vision, tailored to her clients' wishes.
Curious about how technology and art come together? Listen also to the episode about blending art, fashion and tech.
What is the difference between set design for fashion and film?
4. Working in the fashion and film industry - Gini has worked in both the fashion and the film world and emphasises the differences between the two. "In film everything revolves around realism and storytelling, while fashion projects mainly have to stimulate visually," she says. Fashion gives her the freedom to experiment with colours, textures and materials. For a recent Adidas campaign she designed a vintage horror-like set with wooden walls and carpets, while for Winkelstraat.nl she created a futuristic silver ball that amplified the visual impact.
5. Inspiration and materials - Gini is known for her innovative use of colour and unexpected materials. She finds inspiration in everyday places, like hardware stores, where she often discovers unique elements that enrich her designs. A simple object can transform in her hands into a striking work of art that lifts the set to a higher level.
What highlights and future plans does Gini have?
6. Highlights and future plans - Gini has worked on projects for renowned brands like H&M, Adidas and Marina Abramovic. One of her most special experiences was a collaboration for a photo shoot for Numero Magazine. For the future, Gini dreams of international projects, including large-scale installations and immersive experiences that go beyond the traditional image. She'd love to work on music videos and fashion shows, where her passion for design and storytelling comes together.
Listen also to how Diede combines dance and modelling in another Brand News episode.
Listen to the episode - Want to hear more about Gini's inspiring journey in the creative world of set design? Listen to the full episode of Brand News via Spotify, Apple Podcasts or Amazon Music.
Frequently asked questions about set design
What exactly does a set designer do?
A set designer designs the physical environment for photo shoots, films, fashion shows and commercials. It's about creating a space that tells a story or draws attention to a product or model. From concept development to construction: it's a combination of art and technique.
How do you get into the set design industry?
There's no fixed path into set design. Gini Grootenboer, for example, started in medicine and made the switch later. Internships at film productions and art departments are a good starting point. What's important is to build your creative portfolio and to network in the fashion and film world.
What is the difference between set design for fashion and for film?
In film everything revolves around realism and storytelling, while fashion projects mainly have to stimulate visually. Fashion offers more freedom to experiment with colours, textures and unexpected materials. Film, on the other hand, requires the set to be believable and functional within the story.
