BEHIND THE SCENES AT... VALK DESIGN

From the initial concept to a carefully curated mood board with fabrics, colors, materials, and numerous drawings. Every detail in our hotels is worked on with attention and an eye for atmosphere. Van der Valk Design is responsible for the interior of 21 Van der Valk hotels. Valk Talk took a look behind the scenes in the design studio in Waalre, where Maaike Schut talks more about their approach and vision. 

 

Maaike SchutI have been working at Van der Valk Design in Waalre for two and a half years now. Compared to the rest of the team, that's not very long. Terry Tromp has been active here for over twenty years, and Monique van der Linden was even there when Van der Valk Design was founded. 

I actually stumbled into it by chance. During my studies in architecture, I was researching hotel construction, which led me to contact Terry. We always stayed in touch. After graduating, I first started working in construction. When I was ready for a new challenge and discussed it with Terry, she suggested working at Van der Valk Design. It immediately felt like a great opportunity, and it has proven to be so. I enjoy my work every day. 

Our team is close-knit and enthusiastic. Everyone brings their own background and expertise, which allows us to complement each other. Due to my education, my strength lies mainly on the technical side, while others focus more on design. We usually tackle large projects, such as a complete new construction, together as a team of two. Working together allows us to see more than just one person can, and ensures that there is always someone available during the intensive construction phase. Smaller projects are often carried out independently, but even then we regularly coordinate the design with each other. We review color combinations together, assess fabrics, and double-check the dimensions of furniture to ensure accuracy. 

In hotels, you can really go all out with elements that people wouldn't necessarily choose for their own homes.

CHALLENGES

"We draw inspiration from everywhere. We look at what other hotels are doing, regularly attend trade fairs - which provide a good insight into upcoming trends - and also find plenty of ideas online. In addition, we collaborate extensively with regular suppliers who keep us informed about the latest developments. We are always looking for something innovative, something that has not been done before. This way, we continue to surprise our hotel guests with unique and contemporary designs." 

An important challenge within the design process is finding the right balance between aesthetics, functionality, and sustainability. A fabric may look beautiful, but if it wears out quickly, it is not suitable. Furniture should last a long time, especially considering how many guests use it daily, such as in a restaurant. That's why we pay attention to practical details: where someone grabs a chair, where shoes touch the legs, and how often furniture is moved. Exposure to sunlight also plays a role, as fabrics can fade in color. 

Daarbij moet een interieur ook jarenlang aantrekkelijk blijven. Een ontwerp wordt vaak gekozen voor een periode van wel tien jaar. En design is gevoelig voor trends. Kijk je terug, dan zie je hoe hotelinterieurs door de jaren heen zijn veranderd. Twintig jaar geleden waren wit, rood en paars populair. Nu kijken we daar soms met een glimlach op terug. Wie weet denken we over twintig jaar wel hetzelfde over de kamers van nu. Een van de huidige kleurentrends is het warme burgundy, dat is een luxe bordeauxrode tint waarvan we verwachten dat die voorlopig populair blijft. Wat we bewust vermijden, is wat wij ‘hysterische horeca’ noemen: bonte kleuren en drukke prints die weliswaar opvallen, maar waar mensen snel op uitgekeken raken. Dat betekent overigens niet dat we terughoudend zijn in onze keuzes. Integendeel! Juist in hotels kun je uitpakken met elementen die mensen thuis niet zo snel zouden kiezen. We voegen regelmatig iets bijzonders toe in de vorm van decoratie. Die kun je bovendien makkelijk vervangen als de trend verandert of de voorkeur verschuift.” 

A MATTER OF TASTE

"To arrive at the right design, we also consult extensively with the hotel management. We take the time to thoroughly understand their wishes, ideas, and vision. Many members of the management team have literally grown up in the hotel and know their guests like no other. They know exactly what will or will not appeal. For a hotel targeting the business market, you would choose a completely different style than for a hotel focusing on leisure." 

What I really appreciate about working at Van der Valk is that it is a true family business. The organization is flat and informal; meetings feel more like a conversation at the kitchen table than a formal discussion. This way, you get to know each other quickly. By now, I know exactly what some of the directors like and what I should avoid. So, for certain hotels, I leave out the pink flowers. 

After the initial meeting, we start by creating mood boards, collecting material samples, and developing the drawings. It's great when a proposal is well-received right away, but sometimes the design needs to be adjusted. After all, taste is personal. I can be very enthusiastic about a particular wallpaper, while someone else might think: what is this? If I can't convince them, I go back to the drawing board. It's especially nice to brainstorm with colleagues at that point. A fresh perspective or different point of view can make all the difference. When I'm looking for something truly unique, I like to turn to my colleague Sharon. She has a talent for creating visually powerful designs with patterns, shapes, and compositions that are always stylish and distinctive. I tell her what I have in mind, and she flawlessly translates it into visuals. 

'The interior must perfectly match the identity of the hotel.'

TEST ROOM

"It remains exciting to see how a design ultimately turns out in the hotel. Lighting plays a big role in this. A color on the wall can look very different than on paper. That's why we often work with a sample room. For the new hotel block of Hotel Volendam, we hung up different wallpaper prints in a sample room to see which one best matched the mood board. We had designed the wallpaper ourselves, but in the daylight, it turned out not to work completely. That's precisely why it's so valuable to test in this way. You really don't want all the rooms to be furnished and then be disappointed. Fortunately, as far as I know, that has never happened!" 

Renovating existing rooms is a major undertaking for a Van der Valk hotel, but for us, it is often a relatively compact project. We completely furnish one room - from carpet, wallpaper, and curtains to lighting - and then this design is implemented in dozens of rooms. What I continue to find amazing is walking around a construction site and later seeing rooms standing there that we designed from the very first sketch. With a new hotel or hotel wing, you can really let your creativity run wild because you start from scratch and can contribute ideas everywhere. With existing hotels, you work within the current framework, as we are currently doing for Hotel Paris CDG Airport, for example. It is a wonderful challenge to transform such an existing location into the contemporary look and feel of Van der Valk. 

 

CUSTOM STYLE

"What I really like about working for different Van der Valk hotels is the variety. It requires flexibility and a broad perspective. Van der Valk Design does not have a fixed style; we design in such a way that the interior perfectly matches the identity of the hotel. As a result, you can see many different styles within the Van der Valk family. Often, you can recognize the personality of the management in them." 

If they are happy with the result, then we are too. Of course, it's extra nice when guests react positively. I am really surprised by how many questions we receive from people who want to know where something comes from. We regularly receive emails from guests who want to know where certain furniture or decorations come from because they would like to have them at home too. For us, this is a nice confirmation that we have made the right choices. 

OVER VALK DESIGN

In the 90s, there was a growing need within Van der Valk for more style and coherence in hotel interiors. Angela Zeeuw van der Laan (Hotel Apeldoorn-de Cantharel) and Wil Polman-Luiten (Hotel Eindhoven) decided to join forces. In 1995, they founded Van der Valk Design with branches in Waalre, Uden, and Eemdijk. It became the creative heart of the organization, marking the beginning of a new era with a focus on atmosphere, experience, and a greater female influence within the family business. The Waalre location specifically caters to the 21 Van der Valk hotels of the Luiten group. In the early years, Wil Polman worked with Monique van der Linden, but Van der Valk Design has now grown into a team of ten people.