Ruud All Over

31 Oct 2015
24 Jan 2016

This installation shows hundreds of Ruud van der Peijl’s photographs infiltrating the city of Amsterdam. By replacing the advertisements at bus and tram stops Ruud's work is shown within the urban landscape.


Red Mother/Jojoanneke, 2007 - AB07693 Van der Peijl's work seeks beauty and style through strong & unique individuals, emphasising issues such as identity, gender and sexuality. Ruud All Over consists of 200+ photographs made by Ruud van der Peijl in the years 2000-2015. Ruud van der Peijl


Van der Peijl's multifaceted body of work is unified through his presentation of strong and compelling individuals. His work is about beauty and style, but also addresses issues such as identity, gender and sexuality. He does this by drawing out the nature of his character, allowing him freedom to explore these topics without ever becoming vulgar.

The Installation

Photographer Ruud van der Peijl creates an art that reaches beyond the static white walls of a gallery. In this installation we show what can happen when public space becomes the canvas, where the city becomes the gallery. We present 170 images in the places they belong: the middle of Amsterdam life, the most natural environment for Van der Peijl's work. By repurposing advertising and underused public space, we can see the potential of bringing art into everyday life in order to inspire, challenge and connect us.
A contrast is created between the intimate moments captured by Van der Peijl, and the all-to0-often mundane nature of the local bus and tram stops in which the photos are situated. Van der Peijl's photographs elevate and aggrandise the simple waiting spaces into somewhere to stop and consider the individual within the hectic rhythm of the city. Whilst moving through a city we are visually stimulated at all times, but here we have a glimpse of something that may move us, something we might elect to look at voluntarily.


Red Mother - Provocative, mysterious and inspiring are words which best describes his work: representing the character of the city of Amsterdam through its soul, its own citizens. As an important figure of Amsterdam’s cultural scene, photographer Ruud van der Peijl is known to create art that is not intended for the usual white cube gallery setting. Exploring a vast lists of subjects such as identity, gender and sexuality through the medium of style and beauty, van der Peijl’s work has been around the city… Ruud van der Peijl


This project is also a comment on advertising in Amsterdam. Thousands of spaces throughout the city are taken up with advertisements. Here we show a different possible future, where instead we surround ourselves with art. What could happen if instead of trying to sell something to people, we invest in art and culture? Amsterdam is a city with a huge arts and cultural legacy, and as such we should constantly consider how to honour that.

The artist: Ruud van der Peijl

Stylist and photographer Ruud van der Peijl was born in The Hague in 1960. After training in fashion design at the Utrecht School of the Arts he co-founded Gletcher, the first internationally renowned Dutch fashion label, in the late ’80s. Even after retiring from fashion design, Van der Peijl has dedicated himself to contributing actively to the cultural and creative scene of Amsterdam.


Ruud van der Peijl - Ruud van der Peijl

Ruud All Over
Opening on October 31st from 17:00-19:00
November 1 2015 until January 24th 2016
Opening hours: daily from 17:00 - 20:00

Mediamatic Biotoop, Dijksgracht 6, Amsterdam