Hi, I’m Jack.
I started atrium after two and a half years building the venue hire and partnerships offer at Nxt Museum in Amsterdam — watching what happened when a cultural institution decided to take its commercial potential seriously, and wanting to bring that to more venues.
My background sits at the intersection of culture, nightlife and technology. I've worked with Boiler Room and The Columbo Group in the UK, spent years in Amsterdam's cultural scene, and have worked with fast-moving tech companies including ElevenLabs and Comper. I also hold an MA in Comparative Cultural Analysis from the University of Amsterdam.
What ties it together is an understanding of how cultural organisations actually work — the tight budgets, the small teams, the competing demands — and a belief that the commercial opportunity inside most venues is bigger than they currently realise.
I started atrium because I've seen first hand what changes when a venue builds a proper commercial marketing function. The results at Nxt Museum weren't the product of a big budget or a large team. They came from clarity, consistency, and treating the commercial offer as seriously as the cultural one.
If you want to follow the thinking behind atrium, I write occasionally on Substack.