Curation, art direction, and design of a stamp series in collaboration with the Jimmy Nelson Studio and the Dutch Post, PostNL. This project transformed Jimmy Nelson’s "Between the Sea and the Sky" imagery into a collectable format, capturing his visual narrative while celebrating cultural heritage through stamps.
Post NL is the Netherlands' national postal service, renowned for its high-quality postal and logistical solutions, including the production of collector's stamps.
Post NL sought a fresh and meaningful design for their collector's edition stamps that would celebrate Dutch culture and heritage, deviating from the traditional portraits of the Dutch Royal Family.
As the Designer and Curator at the Jimmy Nelson Studio, I had the opportunity to collaborate with Post NL to create a set of a limited collector's stamp series. These stamps featured proud portraits in traditional dress from individuals showcased in the 2022 book, "Between the Sea and the Sky." The portraits represented diverse communities across the Netherlands, from Axel to Zaanstreek. The design process involved selecting photos that formed a collage, highlighting the art within the art. The fixed frames of the stamps determined how the portraits were positioned, while the edges of the sheet allowed for creative flexibility in depicting the subjects. Each collage had a central figure, chosen for aesthetic reasons, not for their community status. The content was chosen based on geographic diversity, color schemes that represent different seasons, and ensuring there was no repetition.
The goal was to create a visually captivating and culturally rich set of stamps that honored traditional Dutch attire and communities. The layered design encouraged a closer look, inviting viewers to appreciate the intricate details.
The positive reception of the design allowed us to produce a set of four special edition stamps instead of just one, resulting in four times the usual amount—40,000 stamps—being released into the market. The stamps received significant media coverage, enhancing the visibility and appreciation of the often-overlooked Klederdracht community. In combination with the stamps, we released a complementary card set, enriching the merchandise available from the Jimmy Nelson Studio. This project not only celebrated Dutch heritage but also reinforced the Jimmy Nelson Studio’s commitment to preserving and showcasing cultural diversity.
Credits:
Artist: Jimmy Nelson
Art Direction, Curation & Design: Larissa Rosvaenge
Project Coordinator: Coco Box
Producer: Stephanie van der Wiel
Foundation: Kieke van Maarschalkerwaart
Chief Executive Officer: Souraya Sarraf
Post-production: Edwin Veer
Post NL
Project Manager: Jolanda Ouwehand