Root | The Story Behind
Root represents artists and designers, connecting them to clients and consumers. High quality concepts, productions and products that merge together collaboration, innovation and approachability.
ROOT, innovation, artists, designers
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The Story Behind

Root believes the rapid changes and developments that we are currently experiencing calls for a new outlook on the role galleries play in the support and management of artists and art lovers. Through a reimagined model of the traditional art gallery, we aim to enable artists to thrive. There is currently a lack of a support system for emerging artists to grow and flourish. In this model, we aim to rejuvenate this view young artists have by emphasizing their individuality, providing them with the necessary tools to develop professionally and allowing them to do what they do best, creating freely. Aside from offering a platform for artists to work and exhibit, Root guides the artists to allow them to reach their full potential.

Building strong relationships with art enthusiasts is highly important and is a goal that is time and time again reflected in the undertakings of the gallery. Meetings with us can be organized seven days a week, it is possible to take options on any artwork and we even offer the chance to have artwork created on demand, which includes a visit to the artist’s studio if you wish.

We have new exhibitions every six weeks in the gallery, an online collection, participate at national art fairs and many others projects in Rotterdam. Curious? Subscribe to our newsletter or send us an email.

The people behind
Yvonne de Jong | Founder

Ever since the start of her study at the Academy, Yvonne never fully meet the standards of the stereotypical art student. During her four years at the academy she tested how to apply her enterprising approaches within her work. This resulted in a lot of activities and projects outside the walls of the academy, while still studying. When it comes to Root her bold approaches finally found their right place, this is where she primarily focuses on the organization of daily tasks. She understands the process of the designers and artists but, with her practical way of thinking, she not only keeps the exhibitors grounded but also the Root team. By setting clear goals and accessible structures Yvonne finds order in the creative chaos. Her strong and persistent character corresponds to the aims she sets within Root.

The artists

Root scouts the most talented and passionate creatives and find the individuals and companies who admire their work as much as we do. Although the ideas, concepts and  aesthetics has to fit in within the perspective of Root, the state of mind has to fit in too. People who create with their heart and soul, for people and companies who would like to admire the items for many years. Although many times thought otherwise, Root isn’t a gallery. Root is a platform where artists are collaborating not only directly with Root but also among each other. The autonomous artists, product designers, photographers, trend forecasters and everyone in between. Because by collaborating we can create a system where everyone can do what he does best and dearest.

Root has not only made my work visible to the world, it also challenged me to develop further as artist. The greatest part though is being drawn into Root’s community of designers and artists. Together we live through the anxiety and enormous thrill of creating and exhibiting new work. And as Root develops, we as artists grow with it.
- Artist Donald Schenkel
After the third year of the four-year study at the Willem de Kooning Academy in Rotterdam I got a bit nervous. My portfolio only consisted of some insignificant school assignments and my network was of similar significance. The moment I saw Root's 'open-call' I applied, this should be my ticket to the world. Through participation in Root's exhibitions I achieved new contacts and was, and still am, able to show my work in various places. The collaboration with Root also keeps me going, it motivates me to create new work. Root also provides me a larger network; new fellow artists and institutes are now a part of my network.
- Artist Philine van den Hul