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Mariëtte Lock, Herenstraat

Photobook and exhibition design

A subtle creative design that allows
the subject of the book to become a
true experience.

An act to add personal and intimate moments of the residence of the Herenstraat to the current stigmatized view. I was asked to design the photobook and to help with the exhibition design by photographer Mariëtte Lock. 


Herenstraat photobook design


The photobook ‘Herenstraat’ portrays a different view of the people of one of the most stigmatized streets in Gouda, The Netherlands. The residents have to deal with prejudices partly due to adverse reporting. But how justified is that?

Almost every city in the Netherlands has a street called ‘Herenstraat’. At first, when you think of ‘Herenstraat’, a connection is quickly made to the stately characteristics of mansions, which usually bear witness to the rich Dutch history, the Golden Age, Rembrandt, (the Dutch edition of) Monopoly. However, the Herenstraat in Gouda is not such a street. Small labor housing and concrete pavements are two of its main visual contents. And the socio-economic situation is lower than elsewhere.

Mariëtte settled down in Herenstraat to get closer to the people living in and around the street. She was able to capture highly personal, intimate moments and thereby added images to the current view. The Herenstraat appears to be a place of social connection; there is a huge contrast between the monotonous housing and the plurality of its residents.


Herenstraat exhibition design


"Working with Asja is a great pleasure. She shows outstanding commitment to the subject from the beginning and knows how to capture the essence of the story in an appropriate and distinctive book design. Her structured and careful way of working ensures the whole process is smooth and relaxed. In doing so, she incorporates not only my input but also the expertise of everyone involved in creating the book. Very nice and instructive! And Asja does not let go: after completion of the book she listens, advises, and thinks with me to take it one step further."

Mariëtte Lock, photographer


A few design decisions were made to let the viewer feel the contradictions. First is the different, oblong size of the book, resembling the mansions of a ‘Herenstraat’. The size works well with the square format of the photographs and leaves a very present white space. The white space can be preserved as harsh symbolizing the toughness: of how people are confronted with prejudices. While the smooth interior paper Lassebo stands for the friendly relationship between the photographer and the residents of the street.


Herenstraat photobook design



Mariëtte Lock




Photobook design
Exhibition design advice




Photographer Mariëtte Lock, editor Joost van den Broek, graphic design studio Asja Keeman, printing house Tripiti, lithography Marc Gijze, documentation The Book photographer.

Exhibition venue

2022, Loods 6, the Netherlands



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