The Vitrine Project

  • Art

    Where Tradition Meets Innovation

    GHG has been a symbol of commerce and culture for decades and we are proud to introduce a new chapter in this story; use of the monumental vitrines as a platform for showcasing local creativity and craftsmanship.

    The vitrines will provide an opportunity for up-and-coming artisans, designers, and entrepreneurs to showcase their talent and share their stories.

    With a rich history spanning over 70 years, GHG is more than just a building – it is a living monument to the past, present, and future of Rotterdam. The Vitrine Project will pay homage to the building’s heritage while embracing the latest in Dutch design.

Curious to know more?

If you are an artist, maker, or entrepreneur seeking new opportunities and new audiences, and want to become a part of The Vitrine Project, please fill in this form:


Collision Project

The Collision Project is a platform for artists and visionaries to collaborate and express ideas using the built environment as their canvas. Founded in Brooklyn, New York in 2017 and launched in Europe in 2020, it aims to bring an accessibility and playfulness to art for the viewer and for the creators. The Collision Project nurtures art as experience and operates on the principle that progress requires public space where the transfer of energy and ideas can be explored.

Visit and @collisionproject to learn more.

Are you an artist and would like to submit an idea for a project at GHG? 

Email to submit your proposals.

Projects inside GHG

Collide by Said Kinos

Collide expresses the artist’s fascination for the way people communicate with each other. Communication through language, symbols and (social) media is one of the main sources of inspiration.

Practice by Tim Sake

This work is pure kinetic energy, incorporating old school comics with graphic design, graffiti and sign painting.

Gossamer by Studio Otherness

This work is at the same time a dream-like experience of time and light and also a blending of interiors and exteriors.

Trails and Traces by Arno Coenen

In this work Coenen says he was inspired by the forest, where all kinds of animals live, often not seen by humans. It’s also a sensory inversion of below and above, giving the viewer the possibility to literally walk on the clouds.

La memoria del viajero by Aurelie Andres

In her murals and paintings, the artist tries to go towards simplicity, in shapes, flat colors, working with shapes that are both graphic and raw, yet immediately evocative. This work was inspired by her continuous travels and nomadic lifestyle.

LinkChain (higherground) by Barbara Helmer

LinkChain (higherground)’ shows the abstract form of a chain link and shows light and color in different manifestations including a prism, an eclipse, fading and discolouration.​