Laura Heffelfinger
Art Direction | Graphic Design | Photography



My first trip to Amsterdam was planned with very little structure. The aim of the four days was to simply walk the city with my sister, getting lost in the canals and narrow streets. As a designer my favorite element is negative space, the challenge of creating simplicity and clarity in a clustered environment. The Dutch have mastered the art of seamlessly merging the antique with the modern – the density and scale of the city dictates that form must follow function; from fashion to architecture to the most perfect candlestick,* simplicity rules.  Those four days were a reminder that the best inspiration is found in travel .... and also that the Dutch are effortlessly f*cking cool.

* Still thinking about that candlestick holder at Jansz.

Laura Heffelfinger