The Supervisory Board has appointed Frans van der Avert as general director of Paleis Het Loo. Van der Avert will succeed Pien Harms, who has held this position ad interim over the past 12 months.
Robert Swaak, chairman of the Supervisory Board: “We are pleased that Frans van der Avert will assume the position of general director as of August 1st. He will use his knowledge and skills to further expand and strengthen the position of Paleis Het Loo, both nationally and internationally. With innovation, diversity and inclusion, and digitalization as important focus areas. Frans will use his passion and inspiring leadership to connect the organization and stakeholders to the positioning (and mission) of Paleis Het Loo. We look forward to our collaboration.”
In recent years, Frans van der Avert was the owner of Frens & Co: a collective that specializes in strategy issues and marketing and communication challenges, particularly in the cultural and heritage sector. From 2019 to 2021, Frans was director of Paleis Soestdijk (Soestdijk Palace) and responsible for the preparation of the new destination of the Palace. Van der Avert started his career at the Rijksmuseum in Amsterdam. He was responsible for communication and education at the Hermitage Amsterdam (now H'ART Museum) and subsequently made the transition as director of amsterdam&partners, which focuses on Amsterdam's reputation management, visitor information, hospitality and resident participation. Frans van der Avert is currently a member of the Supervisory Board of the Stedelijk Museum Schiedam and a member of the Amstelveen Advisory Board of Culture (AAC).
Frans van der Avert: “It’s an honour to work with the team to further develop this beautifully renovated and renewed museum. The connection of the region and this icon touches me, and I want to build on that energy to further engage the rest of the Netherlands and international visitors with us. With the beautiful well-known stories, the yet to be discovered stories, and the unheard stories. I look forward to bringing Paleis Het Loo to the next phase together with the entire team."
Main Image: General Director Paleis Het Loo. Frans van der Avert.
Anna Melnykova, "Palace of Labor (palats praci), architector I. Pretro, 1916", shot with analog Canon camera, 35 mm Fuji film in March 2022.
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