Conceptual AI Artist  ·  Amsterdam

Joël van
den Hoogen

I close the distance between
what I can see and what can exist.

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I have spent my career building stories for others: brands, films, experiences. But in parallel, I have always been drawn to a different kind of making. Work that answers to no brief, no deadline, no client. Work that begins with two words I cannot stop asking. What if?

What if wine had a face? What if imagination could continue where evolution left off? Over the past years, I have started translating those questions into fine art series, each its own world, its own logic, its own palette, its own inhabitants.

Selected Works
Stay a Little Longer, Amarone
Ongoing International Project

What if Wine
Was a Woman

Every great wine has a personality.
What if that personality had a face?

A fine art project that gives wines a human identity. Each portrait is developed in close conversation with the wine it represents. The result is a body of work that wine lovers recognise immediately, even when they cannot explain exactly why.

The collection has been shown as a full exhibition experience, with large-format installations and a live blind-tasting element. Visitors received a glass without knowing the wine, and were invited to find its portrait in the collection. The match rate was remarkable. The conversations it started were better still.

New work added regularly

The concept

From wine to woman: a new kind of portrait

Moodboard Pouilly-Fumé, White Ember
Step 01
Open the bottle. Taste.

The wine is poured and tasted slowly. More than once. Grape variety, terroir, climate, vintage, the history of the house — every element is absorbed before a single image is made. The bottle stays open while the work begins.

Step 02
Build her DNA

Each element is translated into mood, texture, colour and association. Physical objects, fabric swatches, words, fragments of memory. A moodboard takes shape: the DNA of the woman she will become. This is her personality, before she has a face.

Step 03
Form the portrait

Layer by layer the portrait takes shape. Her bearing, her gaze, the light that falls on her — everything traces back to what was in the glass. Until the moment it is right. She may exist. She is.

From the collection
White Ember, Pouilly-Fumé
White Ember Pouilly-Fumé
Before it Pops, Champagne
Before it Pops Champagne
Gathered Silence, Syrah Hermitage
Gathered Silence Syrah, Hermitage

The full collection lives at its own home

WiWwaW is available for exhibition, collector acquisition and wine house collaboration. The complete collection, the process and all inquiries are at wiwwaw.com.

Fine Art Baryta print, mounted with TruLife acrylic  ·  Available in three formats  ·  Strictly limited editions of 7, 14 and 24

Enter the collection
02

Flora
Incognita

Plants that have never existed. Discovered not in a rainforest, but in the deeper territories of imagination.

An ongoing series of impossible botanical specimens. Each carries a Latin name rooted in real taxonomic tradition, extended into pure fantasy with the suffix phantasia. A small signal that this is science of a different order.

Rendered with the precision of classical botanical illustration, but following rules no field guide has ever written down. New specimens surface when they are ready.

Sempervivum kaleidoscopium phantasia

A rosette that has perfected itself into pure geometry, its leaves spiralling outward in exact sequence, each one cream-edged and shadow-marked. Named for the pattern it makes when you cannot look away.

No. 01
Sempervivum kaleidoscopium phantasia
Pelargonium rotata mesmerica phantasia

A tightly wound bud suspended above its distinctive foliage, its surface striped in bold patterns that seem to rotate the longer you look. Named for its hypnotic pull, it is a species that holds the eye and refuses to release it.

No. 02
Pelargonium rotata mesmerica phantasia
Magnolia vortexia zebrina phantasia

Its broad silk-textured petals twist and flow as if caught mid-rotation, striped in bold black and white that gives each curve the drama of moving fabric. A small green centre anchors the swirling bloom with surprising calm.

No. 03
Magnolia vortexia zebrina phantasia
Helleborus cornucopiae tubiformis phantasia

Broad, horn-shaped petals fan outward like an opening hand, each one deeply ribbed with veins that radiate toward the light. At the centre, a compact geometric structure completes a bloom that feels both ancient and entirely new.

No. 04
Helleborus cornucopiae tubiformis phantasia
Daucanthus arcanorum sigillata phantasia

A sealed dome of zebra-striped flesh erupts into delicate clusters of tiny florets arranged in perfect radial symmetry. It carries the ancient geometry of plants that predate naming.

No. 05
Daucanthus arcanorum sigillata phantasia
Dahlia chrysomma stratificata phantasia

Layer upon layer of rounded petals in deep emerald and pale cream form a perfect disc, dense with pattern and bold in contrast. At the centre, golden stamens burn like a small sun.

No. 06
Dahlia chrysomma stratificata phantasia
Protea mauricia granata phantasia

A domed bloom studded with jewel-like formations that recall the interior of a pomegranate, ringed by striped outer petals that reach skyward. Ornate and richly textured, it belongs to no garden that has ever existed.

No. 07
Protea mauricia granata phantasia
Cynara calix argentea phantasia

Silver-green leaves radiate outward in perfect star formation, each one edged with delicate serration and lit from within by pale luminescence. A species that seems to have evolved toward geometry rather than survival.

No. 08
Cynara calix argentea phantasia
03

Femmes
en Fleurs

A woman belongs to the flower that holds her.

There is a moment in certain dreams when the boundary between the person and the place dissolves. You are no longer standing in the garden. You are the garden. Femmes en Fleurs begins in that moment and does not look away.

An ever-growing collection in which women and blooms become one. Each subseries explores a different flower, a different mood. Always the same quiet surrender to the imagination.

Sleeping Beauty Yellow & Red
Sleeping Beauty
Yellow & Red
Sleeping Beauty Green
Sleeping Beauty
Green
Sleeping Beauty Red
Sleeping Beauty
Red
Sleeping Beauty Purple
Sleeping Beauty
Purple
Sleeping Beauty Purple & Green
Sleeping Beauty
Purple & Green
Coming next
Fleurs Fatales

The darker sister of Sleeping Beauty. Women who look directly back. Flowers that feel less like shelter and more like territory. Coming soon.

Joël van den Hoogen — conceptual AI artist

About
the artist

I have spent my career building stories for others: brands, films, experiences. But in parallel, I have always been drawn to a different kind of making. Work that answers to no brief, no deadline, no client.

Over the past years, I have started translating those questions into fine art series. Each is its own world, its own logic, its own palette, its own inhabitants. Some are botanical. Some are portraits. Some live at the intersection of wine and womanhood.

I use AI as a medium, not as a tool, but as a collaborator. The imagination remains the brief.

"The secret to success is to find out where people are going and get there first." — Mark Twain
Based in Amsterdam  ·  Available for Exhibition
Collaboration  ·  Commission  ·  Press

Film & Experience

A broader background, offered for context
Immersive Show

Northern Light Experience

Multi-sensory production with large-format projection and surround sound. Sold out on opening night.

Brand Experience

Porsche Escape Room

A fully portable branded experience: concept, design and execution of an escape room contained in a single shipping container.

Virtual Reality

Future Garden VR Ride

Concept and direction of a VR flying carpet ride through a future botanical world, produced for FMGroup at international trade fair.

Film Direction

Closing Ceremony 2024

Concept and visuals for the closing ceremony of a major international event. A three-part production of large-format visual installations.

Film Direction

National Aerospace Laboratory

Corporate film series for one of the Netherlands' leading aerospace research institutions. Scripted, directed, and edited.

Campaign

Vitens — National Campaign

Viral video campaign for the Dutch national water company. Wide audience reach across broadcast and digital channels.

"The secret to success
is to find out where
people are going
and get there first."

— Mark Twain

For exhibition proposals, institutional collaborations, wine house partnerships, press enquiries and print sales.

joel@twain.nl
Exhibition Collaboration Commission Press Print Sales