AimAtArt

What AimAtArt does

AimAtArt v.o.f. is a privately held Dutch partnership founded in 2009 by art historians Emily de Valk and Emilie Vermeer, headquartered in Amsterdam. The firm designs and delivers art-based change management, leadership development, and future-exploration programmes for organisations, teams, and individuals in the Netherlands. Its methodology positions contemporary art — encountered at partner cultural venues — as a catalyst to disrupt habitual thinking patterns and produce what the company calls a 'metamorphosis of the mind', enabling sustainable behavioural change rather than purely conceptual strategy work.

The product portfolio centres on two structured flagship programmes — 'Customised Change' (a three-phase bespoke change journey: Discover & Design, Create & Commit, Engage & Act) and 'Explore the Future' (Reset & Collect, Experiment & Play, Reflect & Create) — alongside a set of themed team programmes hosted at partner museums (Brutus Rotterdam, Nxt Museum Amsterdam, CBK Zuidoost, Stedelijk Museum Schiedam, Impakt Utrecht, Radius Delft, Garage Rotterdam), an open-enrolment individual inspiration programme ('Playground'), and the UvA Barometer diagnostic co-developed with the University of Amsterdam's Faculty of Work and Organisational Psychology. There is no proprietary software platform; the underlying technology is the facilitation methodology itself, supported by a curated bench of artistic partners and scientific advisors.

Revenue is generated through professional-services engagements sold on a direct, consultative basis. Pricing is bespoke and quote-based, with standard payment terms of 50% before execution and 50% within 15 days post-execution. There is no subscription or self-serve motion; go-to-market relies on referrals, content marketing (LinkedIn, Instagram, a published Magazine), named client testimonials, and direct enquiry. The customer base spans Dutch enterprise and government, including Philips, PwC, Engie Infra & Mobility, Flynth, Last Mile Solutions, DELA Innovation Lab, Enexis Group, GGD Amsterdam, and the municipalities of Amsterdam and Rotterdam. The firm is bootstrapped, founder-owned, operates with 1–10 employees, and has no disclosed external funding.

Name

AimAtArt

Legal name

AimAtArt v.o.f.

Website

https://aimatart.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

AimAtArt is a Dutch art-based change management consultancy, founded in 2009, that uses contemporary art experiences at partner museums to drive mindset shifts, leadership development, and future exploration for enterprise and government clients in the Netherlands.

Ownership category

akta.pro rank

Product category

Management Consulting — Art-Based Change and Leadership Development

NAICS

Research and Development in the Social Sciences and Humanities (54172)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Organization Design & Change Management Consulting (BPAHACAD)

akta.pro secondary industries

Change Management & Transformation Consulting (BPAHAGAC), Change Management & Transformation Leadership (EDABAAAD)

Keywords

• Art-based change management
• Organizational transformation consulting
• Leadership development programs
• Culture change consulting
• Future exploration workshops

Headquarters

HQ city

Klein Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Bespoke change programmes: AimAtArt delivers custom-designed art-based change and leadership programmes to organisations and teams. Revenue is project-based, with 50% payment before execution and 50% within 15 days after execution (per standard terms). No recurring subscription revenue model is described.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

AimAtArt designs and delivers bespoke change management, leadership development, and culture transformation programmes for organisations, teams, and individuals, using contemporary art as a catalyst to disrupt habitual thinking patterns and enable sustainable behavioural change. The company delivers its services primarily through multi-phase structured programmes and themed team off-sites hosted at Dutch cultural institution partners, supported by a diagnostic tool (UvA Barometer) developed with the University of Amsterdam.

Product overview

AimAtArt is a change management consultancy that uses contemporary art as a catalyst for organizational transformation. The company offers a portfolio of programs including two core offerings—Customised Change (a 3-phase bespoke change program) and Explore the Future (a 3-phase future navigation program)—alongside team programs held at partnered cultural venues (Brutus, Nxt Museum, CBK Zuidoost, Stedelijk Museum Schiedam, Impakt, Radius, Garage Rotterdam), an individual inspiration program (Playground), and an assessment tool (UvA Barometer). The programs are designed to create what AimAtArt calls 'a metamorphosis of the mind' by leveraging art's ability to break through everyday thinking patterns and create space for new perspectives.

Differentiator

Problem solved

Functional benefit

Products and services

• Customised Change A bespoke three-phase change management programme using contemporary art to shift organisations into a new mindset and facilitate sustainable behavioural change. Designed for organisations undertaking transformation.
• Explore the Future (Toekomstverkenningen) A three-phase future exploration programme that helps organisations navigate toward an unknown future by diving into future scenarios and translating them into concrete present-day actions. For executive teams and strategy functions.
• Brutus (Team Programme) A team programme held at Rotterdam's cultural hub Brutus, helping participants break through daily thinking patterns, explore radically different perspectives, and learn creative methods from artists to navigate existing systems. Designed for teams in transition or facing complex challenges.
• Nxt Museum (Leadership Programme) A leadership programme at Amsterdam's media art museum exploring themes of AI, digitalization, and technological developments, helping leaders discover tomorrow's themes and their role as forward-thinking leaders.
• CBK Zuidoost (DEI Team Programme) A diversity and inclusion team programme held at Amsterdam's Centre for Visual Arts Southeast, exploring intercultural perspectives and helping organisations become more inclusive employers through art.
• Stedelijk Museum Schiedam (Team Programme) A team programme at Stedelijk Museum Schiedam focused on intuition and feeling, helping participants experience transformation by softening and listening rather than relying on KPIs and hard numbers.
• Playground (Inspiration Programme) An open-enrolment inspiration programme for individual professionals from various organisations that offers new perspectives on major societal transitions and trends through art-based experiences.
• UvA Barometer A diagnostic tool developed with the University of Amsterdam to map out the culture for innovation within organisations, based on scientific research in creativity and organisational psychology.
• Impakt (Team Programme) A team programme at Utrecht's Impakt venue focusing on imaging and technology themes, with artworks that expand perspectives on complex issues. Brings technology-critical and future-oriented content to organisations.
• Radius (Sustainability Programme) A programme at Radius in Delft connecting contemporary art, science, and ecology, exploring moral and ethical questions about the living environment for groups focused on sustainability and system change.
• Garage Rotterdam (Team Programme) A team programme at Garage Rotterdam exhibition space in an old Volkswagen garage, featuring new talent exhibitions that question diverse social issues and connect generations.

Quantifiable outcome

• AIM AT ART succeeded in mapping out organisational direction with 80 managers at GGD Amsterdam and setting a new course for a future-oriented culture
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

15 partnerships are on record, tiered core and minor.

• University of Amsterdam (UvA)coreStrategic or Co-development Partner · 9 January 2023AimAtArt partners with Dr Matthijs Baas (creativity specialist, UvA Faculty of Work and Organisational Psychology) to develop the Barometer, a diagnostic tool to map organisational culture for innovation. Dr Roy Sijbom (specialising in leadership and innovation) also consults on leadership programmes. The partnership provides scientific grounding to AimAtArt's methodology.
• MisiconiminorStrategic or Co-development PartnerMisiconi is an inclusive dance company that turns inequality into its greatest strength through choreographic experimentation. They are a partner for inspiring clients towards truly inclusive organisations. The partnership brings movement-based creative methodologies to AimAtArt's programmes.
• Sahand Sahebdivani (Mezrab – The House of Stories)minorStrategic or Co-development PartnerSahand Sahebdivani, founder of Mezrab – The House of Stories, is one of the Netherlands' best-known storytellers. AimAtArt works with him to transform paper plans into stories that move people to action. Storytelling and narrative methodologies are incorporated into change programmes.
• Sandra Schouten (The House of Taste)minorStrategic or Co-development PartnerSandra Schouten is a process artist who develops sensory and theatrical interventions (The House of Taste) to help people see themselves and their environment differently, create movement, and build mutual connections. She works with organisations, events, healthcare, and education settings.
• The Turn ClubminorStrategic or Co-development PartnerThe Turn Club is a collective of artists that makes the future feel personal and concrete through imagining, making, and experimenting. They bring long-term thinking into practice for AimAtArt's future exploration programmes.
• Floris van ElterenminorStrategic or Co-development PartnerFloris van Elteren creates images that capture the essence of an idea. He regularly supports AimAtArt's change processes by producing compelling visuals that align teams around a shared direction.
• MVNG MTTRS (Katie Süter)minorStrategic or Co-development PartnerMVNG MTTRS, founded by Katie Süter, uses movement and dance as a powerful tool to connect people and bring them into the moment. They help people get out of their heads and reconnect with feelings, body, and each other — awakening creative processes.
• Laura MentinkminorStrategic or Co-development PartnerLaura Mentink is an artist and communications expert who helps organisations and sectors reach alignment. Through monologues and theatrical interventions, she surfaces and integrates different perspectives — used in AimAtArt programmes to make complex issues tangible.
• Brutus (Rotterdam)coreStrategic or Co-development PartnerBrutus is Rotterdam's bold cultural hub at the edge of the port, offering full creative freedom to artists. It is a primary venue for AimAtArt's team programmes focused on breaking through entrenched thinking patterns. The partnership was formalised in early 2024. Brutus hosts programmes for organisations going through transitions or complex challenges.
• CBK Zuidoost (Amsterdam)coreStrategic or Co-development PartnerCBK Zuidoost (Centre for Visual Arts Southeast) has been the venue for intercultural, inclusive contemporary art for over 30 years. AimAtArt partners with CBK Zuidoost for programmes focused on diversity, equity, and inclusion (DEI). The venue is described as having DEI 'in its DNA' after its own organisational transition.
• Nxt Museum (Amsterdam)coreStrategic or Co-development PartnerNxt Museum is the first Dutch museum entirely focused on media art — at the intersection of art, science, and sound. It shows the art of tomorrow today. AimAtArt partners with Nxt Museum for leadership programmes focused on technology, AI, and digital transformation. The 'Still Processing' exhibition runs until 31 December 2026.
• Impakt (Utrecht)coreStrategic or Co-development PartnerImpakt in Utrecht is a fixed partner whose exhibitions focus on imaging and technology. Artworks expand perspectives on complex issues. The partnership brings technology-critical and future-oriented content to AimAtArt programmes.
• Radius (Delft)coreStrategic or Co-development PartnerRadius connects contemporary art, science, and ecology in an old water tower in Delft. It raises moral and ethical questions about the living environment rather than providing concrete solutions. AimAtArt brings groups here who want to look at sustainability and system change creatively.
• Garage RotterdamminorStrategic or Co-development PartnerGarage Rotterdam is a unique exhibition space in an old Volkswagen garage in central Rotterdam. It gives new talent room to develop and hosts exhibitions that question diverse social issues and connect generations. Used by AimAtArt as a team programme venue.
• Stedelijk Museum Schiedam & MonopolecoreStrategic or Co-development PartnerStedelijk Museum Schiedam and its sister space Monopole host programmes where art invites participants to first feel and listen before thinking and acting — the opposite of typical organisational patterns. The museum is a frontrunner in collaboration and participation. Used for programmes on transitions, change, and reconnecting with purpose.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LEGO Serious Play: LEGO Serious Play is a facilitation methodology that uses physical objects (LEGO bricks) to drive team alignment, strategy development, and change conversations. Like AimAtArt, it delivers experiential, non-traditional facilitation programmes to corporate clients for change and innovation outcomes.
• Centre for Creative Leadership: CCL is a globally recognised leadership development provider delivering research-backed, experience-driven programmes for executives and teams. Like AimAtArt, it combines behavioural science with experiential learning to drive individual and organisational change.
• Kaplan DeVries Inc. Kaplan DeVries is a leadership development firm that uses experiential and arts-based methods (theatre, dialogue, reflection) to help senior leaders develop personal leadership capacity. Comparable to AimAtArt in applying arts-based methodologies to executive development and organisational change.

Regional players

• Schouten & Nelissen: Schouten & Nelissen is a leading Dutch training and development organisation offering leadership, coaching, and organisational change programmes across the Netherlands and Europe. Comparable to AimAtArt in targeting Dutch corporate buyers for leadership and change interventions, though with conventional training delivery.

Broad incumbents

• Korn Ferry: Korn Ferry is a global organisational consulting firm offering leadership development, talent management, and organisational change services. It competes in the broader executive/organisational change space but at much larger scale and with traditional consulting delivery models.
• McKinsey & Company (Organizational Practice): McKinsey's Organisational Practice advises large enterprises on culture change, leadership, and organisational transformation. It addresses similar corporate pain points as AimAtArt (sustainable behavioural change, mindset shift) but with traditional consulting rather than arts-based facilitation.
• BTS: BTS is a strategy execution consulting firm that uses experiential methods (business simulations, immersive learning) to drive alignment and change. Comparable to AimAtArt in using non-traditional experiential approaches for transformation outcomes.
• Heidrick & Struggles: Heidrick & Struggles is a global leadership advisory firm whose culture and engagement practice (built around the acquired Senn Delaney) provides culture-change consulting. It serves similar enterprise buyers but with traditional advisory delivery rather than arts-based experiential methods.
• Deloitte (Human Capital): Deloitte's Human Capital practice provides organisational transformation, leadership development, and change management services to large enterprises globally. Overlaps with AimAtArt on change and leadership but operates at significantly larger scale with traditional consulting methods.

Emerging players

• Six Seconds: Six Seconds is a global emotional intelligence network that delivers EQ-based programmes for leadership, team performance, and organisational change. Overlaps with AimAtArt on developing mindset and behaviour change in leaders, but focuses on EQ rather than arts-based methods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/aimatart
• Instagraminstagram.com/aimatart

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AimAtArt