JOACHIM BAAN
Creative Director
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On Controlled Chaos, Storytelling, and Building a Meaningful Creative Life
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Joachim Baan is a creative director, photographer, and brand strategist based in Utrecht. Together with Christoph van Veghel, he runs Another Everything, a consultancy creating brands and cultural projects through strategy, design, and execution. His path spans independent publishing, fashion, photography, and running projects like Speed of Solitude — always guided by storytelling, aesthetics, and controlled chaos.
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In this conversation, Joachim reflects on resisting hustle culture, why stories are stronger than data, and how curiosity shapes both his personal life and professional practice. We talk about building Another Everything with Christoph van Veghel, creating brands and cultural projects for Nike, Rapha, KLM, the Van Gogh Museum, Skins Cosmetics, and Atelier Munro. Joachim explains why sameness is killing creativity, why taste remains a tool for predicting the future, and how independence and long-distance running shaped his resilience. Above all, he shows that building culture is less about control and more about trust, openness, and contribution.
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EPISODE TRANSCRIPT
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Today I'm joined by Peter Adolf, a visionary garden designer whose work has transformed how we experience landscapes known for projects like a eyeliner in New York and Ry Garden in Chicago. Peter spent decades redefining the relationship between plant spaces and emotion.
In this episode, we dive into his early challenges and creative breakthroughs. He shares how taking risks shape his craftsmanship career, and what the vital role is of intuition in great design.
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When you first started, what gave you the courage to take the leap?
“Every night I came home, I lay on the couch, watched television, but I wanted more. And then Anja said, why not? That was the good thing of her—she never said no. If you feel it, then do it. That gave me the courage to start. You need someone who believes with you, otherwise you don’t take that step.”
Many people see your gardens as serene. But what does it feel like behind the scenes, when you’re building them?
“So all these little steps made that we could survive, but we were on the edge of not surviving. That is stress—you know, when you cannot think. And when you work with clients, it’s never only about you, it’s a bigger responsibility. You have to deal with their hopes, their money, their time. That makes every decision heavier, but it also makes the result more meaningful.”
You often speak about intuition. How does that guide you in design?
A: “Plants were not only a goal in my life, but also a way to express myself. I love each plant as an individual character, but the real beauty is how they work together—like actors on a stage. Intuition tells me which plants can talk to each other, which can create tension, or which can bring calm. It’s like writing poetry, but with living matter.”
What does failure look like to you in the garden?
A: “Every year, 5% of the plants die. You have to calculate that in. I never felt it as failure. It’s belief—you have to trust what you do. There’s no garden that went a hundred percent right. Nature teaches you that things live and die, and that acceptance makes you free to keep creating.”
You’re seen as a master in your field. What keeps you sharing your knowledge so openly?
A: “I am a sharing person. I never made a secret of my craft. Ask me and I tell you. Talking about it gives you energy—sharing gives you energy too. I see no value in protecting knowledge; it only grows when you spread it. That’s how gardens survive longer than the gardener.”
How, in the period that you were still pursuing your ambitions and your path, how did you motivate yourself to keep going? Growing, although you didn't foresee which direction or result it would give.
No, it was a one way forward. We couldn't go back know there was no money. We had to lend some money. I had to sell a collection I had of toys. I had to borrow something. We got my modern diet, I had 4,000 kilos. So all these little steps made that we could survive, but we were on the edge of not surviving. I had to buy out KU too, you know? Yeah. So you can think that is stress, when you cannot think not about cuffs. I think that's something.
A lot of things you block , that don't come into you. Of course we met a lot of people because we went to, a lot of meetings, conferences about plants and plants in perfect space. All this kind of meetings made at our world became bigger. Although the place where we lived was still small. We built gardens.
We built examples. we could do with plants, show boarders, eh, and nobody had done that. You know, nurseries had just nursery beds and act was commercially and, most efficiently set up. I think that we didn't do it. It was for me, one big experiment putting things together. In fact, I felt myself more recognized that I thought was as a tool to express myself , not as just pants, but using them was a way for me to show the beauty I could create, once were just the tool.
Although I love the plant as an individual character, but when you see it as design, you also have to love them for not only the beautiful character, but how they work in a company, with other plants so that they can stimulate the eye guy by being together on a stage where actors are playing and that you need also the characters that don't really wouldn't like to see on their own clowns.
Were not only a sort of. Goal in my life, but also a way in my life to show what I could do. And when you think about in the early eighties about garden design, you know, there was only mean rose, eh, was famous at that time. I came in, I was not really busy with design, but I was busy with how can I bring funds together in a way that they , planting design, which was normally given to the English, to the English, upper class with their staff of gardeners.
I wanted to break out of that sort of traditional way of gardening and through the people we met from wild gardening and from conferences and conversations, we started to think different about plants. We started to think not only about the beauty of flowers, we started with the beauty of transforming, how plants could transform into something else that's also even more beautiful and necessary in the whole system of communities.
In the beginning, I didn't see it as spa communities, but more as spa combinations that worked really well and also could contribute to the eye innovative stadium. And so there was very sort of official, very, very one dimensional vision in a four dimensional field over the years. That gave me to that.
You learned that it was interesting not only for yourself, but also for insects and wildlife. Or wildlife. You didn't want housing like my salmon. But you know, you had things to enjoy, right? But more than just the period of the flower. But that was how it transformed from just one dimensional into also your fishing became more four dimensional.
DO OR DIE / A OR B
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Are you more rational or emotional?
Piet: Both.
Practical or romantic?
Both.
Structure or color, both controlled the narrative or let the garden tell its own story?
A little bit of both.
Cherish the process or cherish the result.
Result and process.
Your work primarily recognized for its ecological impact or its aesthetic beauty.
Both.
Design one final, groundbreaking garden or curate and refine all your previous works?
I would like to have a new project and I think the gardeners that don't work well or refine my own gardens will take a lifetime again to get them where they were. 'cause gardeners have their own life, and also they need to have their own life to change the right way for the legacy.
The gardens will be taken care of, the gardeners. And is there a wish from you that it's maintained the same way or just let it go?
Let it grow into the future. I would say so. Let it grow by the good hands of bareness and into something that still is good and especially beautiful because you can imagine and trees grow up with the plants underneath, don't like it that or and years. So you have to change your plans. And if I look back to all the plants of what I've done and no garden looks the same anymore, and you can just rip it out and put it all over from your original design. So that's it.
Focus on mentoring young designers or document your life's work?
Both.
Your gardens and your true maintenance or wild and natural growth?
Wild and natural growth doesn't exist because then our garden ends up in metals and BLEs. So, it's always gardens, our gardens and garden. I'll say it's a place where you feel good in and it's extruded from nature, a place for yourself. So you have to treat it, you know, like, you treat yourself and in the best way. So environmentally, right, ecologically, right. And that just wildlife allowed, I see that in that sense. So it's not, Corning is about control. You cannot let it go.
OUTRO
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Let it grow into the future. I would say so. Let it grow by the good hands of bareness and into something that still is good and especially beautiful because you can imagine and trees grow up with the plants underneath, don't like it that or and years. So you have to change your plans. And if I look back to all the plants of what I've done and no garden looks the same anymore, and you can just rip it out and put it all over from your original design. So that's it.
ONE REQUEST
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If this conversation resonates, can you please do one thing?
Follow the podcast. And share it with one person in your world who needs it right now.
That’s how these stories travel. That’s how we scale creative impact.
Attracting more listeners, guests, collaborators and sponsors.
Thanks for considering.
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EXPLORE OTHERS
AND CONTINUE LISTENING
SEASON
02
EPISODE
25

JOACHIM BAAN
Creative Director
On Controlled Chaos, Storytelling, and Building a Meaningful Creative Life
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Joachim Baan is a creative director, photographer, and brand strategist based in Utrecht. Together with Christoph van Veghel, he runs Another Everything, a consultancy creating brands and cultural projects through strategy, design, and execution. His path spans independent publishing, fashion, photography, and running projects like Speed of Solitude — always guided by storytelling, aesthetics, and controlled chaos.
SPACE
In this conversation, Joachim reflects on resisting hustle culture, why stories are stronger than data, and how curiosity shapes both his personal life and professional practice. We talk about building Another Everything with Christoph van Veghel, creating brands and cultural projects for Nike, Rapha, KLM, the Van Gogh Museum, Skins Cosmetics, and Atelier Munro. Joachim explains why sameness is killing creativity, why taste remains a tool for predicting the future, and how independence and long-distance running shaped his resilience. Above all, he shows that building culture is less about control and more about trust, openness, and contribution.
SEASON
02
EPISODE
24

MOHAMED CHAJID
Creative Director
On Momentum, Mission-Driven, Relationships, and the Relentless Drive to Keep Learning
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Mohamed Chajid is a concept engineer and creative director based in Rotterdam. His path began with curiosity for philosophy, technology, and design, leading him to industrial design engineering at TU Delft and a self-taught journey through 3D, graphics, and spatial design. What started as experiments on Instagram caught the attention of Virgil Abloh — opening doors to collaborations with brands such as Apple, Nike, New Balance, Disney, and Drake.
SPACE
In this conversation, Mohamed speaks about his journey and the lessons of saying yes, learning by doing, and building relationships over résumés. Why consistency, reflection, and curiosity shape his practice. And why a life dedicated to creating is less about client lists and more about culture, education, and contribution.
SEASON
02
EPISODE
23
