Dna
By AMFI is dynamic and innovative. Every six months a select group of students are given the opportunity to function as a part of the management of the Statement Store. The shared passion and enthusiasm for the fashion and creative industries make this a thrilling initiative in the cultural world of Amsterdam and far beyond. The management of the store is divided into five teams, that all have their own function within the creative process.
Concepting
Concepting looks at the world with its trends and tendencies and decides what is relevant for our store. We create conceptual starting points, stories, ideas, narratives. We give creative briefings to the team and take care of coherence in the realisation by directing the work process.
Elfi Seidel
Can't go to bed at night, nor get up in the morning. Concept thinker. Completely unable to cope with the logic of printers, vending machines or the Amsterdam traffic. Not a fan of any colour apart from black and white. Can't stand half past three. Can make things work, at least most of the time.
seidel.elfi@gmail.com
Pawel Koszarowski
The most naive person you could meet. I will believe just about anything, always choose the most bizarre and outrageous version of reality. The simple, obvious ones are just so disappointing. At By AMFI I learn how to keep this quality while still being able to translate those conceptual worlds into retail concepts.
pawelkoszarowski@gmail.com
Sourcing
Sourcing is all about finding the right products according to the briefed concept. But also making a price range of the collection, and realise drop-ins to keep the collection interactive and exciting during the concept period.
Kiti Wolf
I am obsessed with perfection. Perfection in my manicure, my make-up and all the little things around me. My latest obsession has become finding the perfect products for our store. I am a sourcer - Give me a concept and I will hunt'em products down!
kiti_wolf@hotmail.com
3D Store interior design
This is all about creating a presentation of interior ideas and calculations to the group. Key is to handle within the budget, collecting the, most of the time recycled, materials and transport them with care. Only then they can start building the store from scratch.
Marinus Heuvelman
At By AMFI I'm the only management student. I want to learn more about branding and this is an excellent way to do that. It is a group with a lot of talent. In my professional career I'd like to be the link between the group that creates the products and the group that creates the brand.
mhheuvelman@me.com
Jan Tap
I have found my passion in telling stories in a conceptual visual way, bringing new elements together and translating them to coherent shapes. To me 3D is like a second skin that follows you everywhere and constantly inspires. My ambition is to become an art director who's never afraid taking risks, experimenting or getting her hands dirty. No Guts No Glory.
jan-tap@hotmail.nl
Graphic Design
Graphic Design is responsible for a clear and well-fitted communication style. This reflects itself in the printing of cards, stickering, invites, flyers, and of course the website.
Anne van den Boogert
When you find yourself standing in a big, dark and hollow cave, shouting, to anyone... The only response you'll get back is your own voice, an echo. I like to communicate, in the most beautiful way possible to attract a wide variety of people.
annevandenboogert@hotmail.com
Ashley Deckers
Floating through life in search of happiness. But what defines happiness? For me it is the right elements on the exact right place, at the perfect moment! If you can find this you will be able to feel happiness.
ashleydeckers88@gmail.com
PR
PR is all about putting the concept into text for internal and external media. But this team is also responsible for writing press releases, finding the right and interesting sponsors, and generating free publicity on blogs. And they can’t forget to keep track of stakeholders using a dataset with online press.
Danielle Kempen
My inspiration is like a cup of tea: a good idea is just a little tea leaf, that whirls around, in combination with hot water merges into a perfect idea. At the same time it gives you a relaxed feeling and it feels like a cozy home.
pr@byamfi.nl
May Putman Cramer
I am the silent observer. I can sit for hours watching the world go by; but I will not go unheard as an infectious giggle will sound in your ears. I do not tend to voice my opinion, but I will wow you with my written expression in PR. Come into my world and take a step closer to becoming a creative manager!
mayypc90@hotmail.com
Management
Orpheo Jungst / Manager
Making everybody feel welcome in the shop and informing visitors about By AMFI and the Amsterdam Fashion Institute. Together with team Sourcing we're always scouting new talent to let our network grow.
Being part of the By AMFI team is a great feeling and inspiring in every way! Changing concepts and collaborations keeps By AMFI fresh and worth visiting! By AMFI makes me smile...
orpheo@byamfi.nl
Toon Agterberg / Spatial Design
In the world of art direction and spatial design we can find the tools to translate the concepts into intriguing and effective presentations. The imagination can be trained to make it a real life dream to share. Guiding the students on this journey is inspiring, exciting and always a surprising experience. By AMFI is a wonderful platform to present this all.
