LIGHT ART ADVISORY
Expert advisory for real estate and city marketing
Spaces reborn as destinations through the power of light art
Many cities, real estate developers, property owners and brands struggle to make their spaces truly stand out. Public places often feel empty or lack a story that resonates with people.
Founded by Donald van de Veen, whose track record includes over 200 light art projects in 70+ cities across 4 continents, Light Art Advisory builds on years of global experience. From immersive exhibitions and citywide festivals to pop-up activations and permanent commissions, our work spans the full spectrum of cultural, commercial, and spatial impact.
The result: spaces reborn as destinations, where light tells stories that inspire pride, attract people, and deliver lasting value.
Services
Light Art Advisory offers four core services, which can be delivered as standalone modules or integrated across a full project trajectory.
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Many organizations see the potential of light art but struggle with key questions: why use it, how to arrange it, with whom, how to finance it and how to measure results? Without clear answers, investments risk becoming fragmented or ineffective.
Light Art Advisory provides independent, actionable guidance - helping you define objectives, shape concepts, choose the right partners, and build a solid financial framework so your investment creates real impact.
What we offer:
Positioning & concept strategy
Long-term light art planning
Audience alignment & storytelling
Budgeting, pricing & partner models
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Clear goals are one thing – turning them into an artistic concept is another. Without careful development, projects risk being too generic or disconnected from their place and audience.
Light Art Advisory shapes concepts and curates artists that bring strategy to life - ensuring projects tell a story, fit their environment, and capture attention.
What we offer:
Artist selection and curation
Concept development
Site-specific strategies
Storytelling and thematic framing
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Successful light art projects start with the right mix of artists, curators, producers, and partners. Finding them can be challenging - the right choices help maximize both creative and commercial impact.
Light Art Advisory acts as an independent connector. We open up our trusted global network and match clients with the right creative and operational partners - ensuring each project has the team it needs to succeed.
What we offer:
Artist, curator & producer matchmaking
Guidance on working with sponsors and funding partners
Independent support during procurement or partner negotiations
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Light art is developing fast, but many organizations and teams are still discovering what it can mean for them. Clear insight and inspiration help build confidence and long-term vision.
Light Art Advisory offers talks, workshops, and advisory sessions - sharing knowledge, best practices, and examples from international projects to inspire and guide future decisions.
What we offer:
Keynotes and talks
Tailored workshops and training
Advisory retainers
Best practices and knowledge sharing
Highlights
Battersea Power Station (London, UK)
© Battersea Power Station
NOOR Riyadh (Riyadh, Saudi Arabia)
© Riyadh Art
Toranomon Art (Tokyo, Japan)
© Mori Building Company
Leadership
Donald van de Veen (Amsterdam, 1986) is the founder of Light Art Advisory - an independent boutique advisory helping real estate companies, governments, city marketing organizations, and creative brands bring public spaces to life through the power of light art.
With 15 years of experience in international business development, partnerships, events, and brand activation, Donald has delivered more than 200 light art projects across 70+ cities and 4 continents. Before founding Light Art Advisory, he served as Head of Global Business Development and Head of Partnerships at Light Art Collection, where he played a leading role in expanding light art projects worldwide.
His track record includes playing a key role in long-term collaborations with iconic sites like Battersea Power Station (London) and the Stavros Niarchos Foundation Cultural Center (Athens), alongside major real estate players such as Brookfield Properties, URW Westfield, Mori Building Company Japan, and Schiphol Amsterdam Airport.
Donald has worked on landmark experiences in partnership with the Dubai Tourism Departments, Taiwan Tourism Department, Hong Kong Tourism Department, and the world's leading (light) festivals - including Vivid Sydney, Fête des Lumières Lyon, I Light Singapore, and EXPO Dubai. In addition, he has collaborated with globally recognized entertainment and experience companies such as IMG, Balich Wonder Studio, and Culture Creative.
These projects consistently attracted millions of visitors, boosted footfall, on-site spending, and social cohesion, and generated international media and social reach - proving the power of light art to activate spaces and connect communities.
Now through Light Art Advisory, Donald brings this expertise to new clients - offering strategic advice, creative direction, and access to a trusted global network of curators, artists, producers, and specialists. Whether it’s an art exhibition for luxury real estate, a new citywide light festival, an immersive trail experience, or a one-off brand activation, Donald helps clients unlock the full potential of light art to transform places and engage audiences.
Contact Us
Interested in working together? Or curious to know more? Feel free to reach out, we'd love to hear from you.