Frieda Geertsen - De Puzzel

For the exposition of Frieda Geertsen, Elke Van Oevelen created the art direction, graphic design, and packaging concept. Visitors did not receive a standard invitation but a carefully designed puzzle box containing a poster and flyer. By assembling the pieces and connecting the dots they uncovered a hidden message, an interactive design experience that echoed the themes of Frieda’s art. Frieda Geertsen’s work is characterized by a sensitivity to detail, layering and the search for new connections. Her practice often invites viewers to look closer, to shift perspective and to discover unexpected meanings. The puzzle invitation was conceived as a direct reflection of this approach, translating her artistic language into a playful, tactile form of communication.

The project was developed in close collaboration between Elke and Frieda, ensuring the design became an authentic extension of the exposition itself. Selected by Sophie van de Velde for the renowned Master View / View Master show, Frieda’s work was presented within a wider curatorial context. The puzzle invitation not only communicated the event but also embodied the spirit of discovery and engagement at the core of both the artist’s vision and the design process.