Joop Schroën Joop Schroën

What's the story behind your web cover for Het Nieuwe Instituut Online?

'My design focuses on the amount of pop culture we're consuming as a form of escapism during the pandemic. Short-term pleasures like video games, junk food and other quick fixes are generally seen as a waste of time. But during a period of quarantine and self-isolation, such escapism can give us a sense of freedom and accomplishment. I believe that Johan Huizinga's Homo Ludens theory is now more relevant than ever. The image shows us the other side of the pop culture realm. It outlines a scenario in which a character from a certain fantasy world relaxes after a long day at work - slaying enemies - and turns to short-term pleasures for a quick dopamine fix. A scenario almost all of us can relate to.'

How does this piece relate to the rest of your work?

'Most of my work focuses on analysing today's popular culture and subcultures. In my analysis, I try to put my research into a certain perspective that shows the progression or non-progression of culture in general. We live in a time of nostalgia and retro-futurism, which is something I believe we need to be aware of to enable progression.'

Is the coronavirus pandemic changing the way you work? 

'The pandemic creates both opportunities and restrictions for me. But I also believe that restrictions can actually give us a sense of freedom. Personally, I feel that we needed this pandemic as a kind of hard reset of society and culture. I do a lot of applied art and design for the events and music industry. This industry, of course, is suffering greatly from the pandemic. But here too, I believe a hard reset can be of value. I'd summarise by saying that this has mostly been a period of contemplation for me.'

Artist and graphic designer Joop Schroën graduated from the Royal Academy of Art in The Hague, where he is currently based, in 2018. His work focuses on the internet, subcultures and pop culture in what he calls a form of 'digital anthropology'. He uses various media, including graphic design, animation, sculpture and sound and frequently collaborates with other artists and designers. He also performs as a VJ at electronic music events. "Atmosphere is extremely important in my applied work," he says. "To provoke a certain emotion and primal feeling is essential for me to tell stories. The feeling comes first, then the content, and then the context."