An unexpected meeting that turned into a 'Rock & Roll' night.
Joey Zeelen and Erin van Dongen. Two people you would expect to meet in a trendy bar in Amsterdam or at a rooftop party in London, but I ran into them on an unexpected evening in Venlo. It was Christmas and I was in doubt: should I dive into Grenswerk or go home and watch jealously on Instagram how my friends in the Randstad were celebrating? In the end I decided to grab a beer at the bar. And there it happened: I recognized him immediately, Joey Zeelen, who I had seen in Vogue a month earlier.
When I approached him, I was quickly greeted by his girlfriend Erin, who threw her arms around me: “Hey, how cool that you’re here!” Joey vaguely remembered that we had run into each other before, and before I knew it, we were deep in conversation. What started as an unexpected meeting, ended in a night of beer, laughter, and good conversation that lasted until the early hours. A week later, I received an invitation to their wedding in Amsterdam. But before we get into that, let’s first take a look at what drives these two professionals in their successful careers.
Joey's Strategic Role in the World of Culture and Trends
Joey Zeelen is Managing Director at a Cultural Insights & Strategy Agency that helps brands worldwide stay in touch with an ever-changing cultural landscape. “Our work is about understanding trends and translating them into strategies for companies,” Joey explains. He is in charge of the European offices and is constantly streamlining processes, coaching his team of 60 people, and spotting new opportunities. But what really drives him is the creative aspect of his work.
“We work for brands that want to understand what’s going on with their audience. Sometimes we make documentaries, sometimes we spend days brainstorming to come up with new campaigns,” he says. “It’s not just about numbers and data, it’s also about the cultural context in which people live. We want to help brands make a real impact.”
It’s clear that Joey loves the dynamic and diverse nature of his job. His work takes him to London regularly, where he often spends a week a month meeting clients and supporting his team. But despite the busyness, he stays focused. “I get my energy from helping brands hone their vision and make a real difference in their customers’ lives,” he says with a grin. “But the best thing about my job? The creative freedom to bring projects to life that really resonate with people.”
Erin's Journey from Modeling to Creative Curator
Erin van Dongen has an equally exciting career. She started modeling at age 14 and spent more than a decade on international sets and fashion shows. “I’ve been lucky enough to travel the world and work for all kinds of commercial brands,” she says. But when the pandemic hit, modeling became unpredictable. That’s when she decided it was time to take a new step.
Through a chance Instagram ad, she ended up in the world of culture and art, where she now works as a curator for a Flemish-Dutch platform Whoppah . “In my current work, I can really express my creative vision,” Erin explains. “It’s no longer just about presenting myself in front of the camera, but about telling stories through art and images.”
She organizes events, curates exhibitions and develops visual content that touches people. “My goal is to make people look at things differently, to present cultural stories in a fresh way. That gives me much more satisfaction than the superficial modeling life,” she says with a smile. But let’s be honest: she never really left that rock ‘n’ roll vibe behind her.
The Rock 'n' Roll Wedding That Turned Amsterdam Upside Down
And then that wedding... A few months after our meeting I was standing in an old warehouse in Amsterdam, completely in the theme of Vivienne Westwood, waiting for the newly married couple Joey and Erin to enter. What started as an intimate ceremony with friends and family for the couple, ended in an epic party that lasted until late at night. It was a perfect mix of style, spontaneity and above all a whole lot of Rock & Roll.
Erin glowed in her extravagant wedding dress as she walked down the aisle, surrounded by candles and arty decor that looked like something straight out of a Westwood show. “It felt like a dream,” she later recalled. “We didn’t want to go the traditional route, but we wanted to do something that was really our own — a little bit punk, a little bit glam, and a lot of love.”
Joey nods in agreement: “It was intense, so many people wanting your attention and the pressure to make everything perfect. But once the official moments were over and the music started, we could finally let loose. It felt like we had created a festival, with all our favorite people around us.”
It was clear that this was no ordinary wedding. The evening ended with a DJ set, an abundance of champagne and other narcotics, and a dance floor that was packed until the early hours. It was rock and roll at its finest — a party that will live long in the memories of all who attended.
A Look into the Future
But after all that festivities and hustle and bustle, Joey and Erin decided it was time for something different. They traded their apartment in the busy center of Amsterdam for the peace and quiet of Zaandam. “It was necessary,” Erin explains. “We literally lived on the canals, but the constant hustle and bustle started to wear us down.”
Joey adds: "Now we have the perfect balance. During the week we work hard, do a lot of sports, and in the weekend we take the train to Amsterdam to party. We are still connected to the city, but we have also found the peace we needed."
Their future dreams are just as ambitious as their careers. Erin wants to further expand her work as a curator and dreams of eventually setting up her own platform where art and culture come together. “I want to create more space for creative collaborations, not only within the Benelux, but internationally,” she says determinedly.
Joey remains focused on his strategic role and is looking for new ways to grow his agency. “The world is changing so quickly and it’s our job to stay ahead of the curve,” he explains. But they’re also working on their personal growth. They’re heading to Thailand soon for a few weeks, not for a standard vacation, but to train and recharge. “We want to challenge ourselves physically and mentally,” says Erin. “It’s our way of recharging and getting new inspiration.”
Joey and Erin are proof that it is possible to combine a successful career with a rich personal life. They have set it up so that they can have the best of both worlds: enjoying their work intensely and at the same time making room for the things that really matter. A life full of adventure, love and the freedom to keep creating — that is what drives them.
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