Where events were often approached as one-off projects, Kim de Ridder increasingly thinks in development. Not in fixed formats, but in smart fire assets and modular design principles that leave room for customization. By thinking about reuse, flexibility and brand consistency from the first sketch, event design is created that not only makes impact at the moment, but also grows sustainably with the brand.
The beginning: cocktails and dishes
Kim de Ridder is owner/director of Boozed, the agency that focuses on event design, brand experience and brand activations. A creative and vision-driven entrepreneur who translates brand stories into a spatial design focused on experience, hospitality and impact. It is also considered a precursor in durability which is visible in the B-corp status of her company.
We are curious about her vision of the influence of various trends on the work of creative architects of live experiences.
Hands off sleeves: family at the helm
Not only Nel, her husband helped French where he could. Washing glass, cleaning, sewing covers for furniture. "Every Monday everything was on the ride again," remembers Nel. "And I cooked soup for the staff. I didn't like Cup-a-Soup, so I always brought such a large 10-litre fresh soup!"
Slowly Boozed grew from hobby to serious business. A tilting point came in 1999 when Kim, Joost's partner, joined the company. With her experience at Red Bull, Kim brought structure, commercial insight and vision. "She was of the administrative, Joost of doing," Nel sums up their collaboration.
From garages to attics
The company grew out of its joints. From works from the garage Joost and Kim moved to a warehouse without heating or air conditioning. "In the summer hot, in the winter cold," Nel laughs. "When I came by, they all had thick scarves and coats. The perseverance was impressive."
Removals quickly followed each other: from Den Hoorn to Rijswijk and finally Delft. A running joke within the family: Each building was given a "loft" . "Even if there was no attic, they made one," Nel chuckles. It was a symbol of endless creativity and growth.
An accident goes with it.
Nel helped everywhere, but patience was never her strong suit. In a move, she wanted the stuff upstairs faster than the mobile elevator could handle. "I thought I'd do it with the ladder. That ladder thought differently and slipped away from me ..." Result: bruising from shoulders to knees. "Fortunately nothing broken, but I did scare them!"
Professionalization and new roles
With every move Boozed grew. New employees, new dogs such as Puk, the office dog that was faithfully exalted by employees and an increasingly professional look. Boozed transformed into a serious player in event styling and rental, with Kim in the lead. Joost, who was camping with a burnout, stepped back and stayed involved in the background.
Still close.
Nel kept helping as long as he could. Until 2017, she sewed covers, provided soup on Mondays and helped them where necessary. "At some point I couldn't keep up with the pace," she says. "But I've always done it with love."
Although officially retired, Nel remains indispensable for the family. She irons weekly Joost's shirts, looks after the dogs and takes care of the animals when Joost and Kim are on holiday. Her humor and sobriety remain a beacon to the family.
