5 Minutes with… Nik Nieuwenhuijs
“Creativity was in the air we breathed and was a part of the fabric of our family; it was everywhere,” Nik Nieuwenhuijs begins. But where his family's talents lay in the arts, he was drawn to something different. From early on, he was fascinated by the power of storytelling, and the role art plays in shaping the world. But technology and science captured his attention too. He never viewed himself as “a creative” until the rise of the internet opened potential to merge storytelling with the seemingly limitless power of technology. “It was a revelation that shaped everything I’ve done since,” says Nik. This early fascination with the meeting point of creativity and technology led him to found creative agency Code d’Azur in 2007, where he sought to merge these two elements into powerful digital brand experiences.
As things became more complex, Nik recognised that creativity alone wasn’t enough to keep pace with technological advancements. This insight led to the creation of Hypersolid, an integrated platform that combines technology, media, and creative services to meet the evolving demands of modern brand experiences. We spoke to Nik to find out more about how leading these companies has shaped his perspective and what the future holds.
LBB> From your early days founding Code d'Azur to your current role as US CEO at Hypersolid, how has your vision of digital creativity evolved? What led to the shift from a single agency to an umbrella model with Hypersolid?
Nik> At Code d’Azur, our mission has always been to craft exceptional digital brand experiences—merging creativity with technology to put the customer at the heart of everything we do. But as technology evolves at a breathtaking pace and digital ecosystems become more intricate, I realised that creativity alone isn’t enough to meet the demands of the modern world. To truly honour our mission, we needed to go deeper—strengthening our technological foundation with robust capabilities in AI, backend systems, infrastructure, cloud solutions, and beyond. This evolution wasn’t just about keeping up; it was about staying true to our purpose: delivering unparalleled digital brand experiences that resonate, inspire, and endure. And that’s exactly what we’re achieving with Hypersolid—expanding our capabilities to bring this vision to life.
LBB> Hypersolid’s recent merger brings together tech, media, and creative forces under one roof. What does that integration look like day-to-day, and how do you ensure each component complements the others?
Nik> Day-to-day, it means fostering constant collaboration, where developers, strategists, designers, creatives, and media experts work side by side, bringing their unique perspectives to the table. It’s like orchestrating a symphony: every component has its role, and when they come together, the result is greater than the sum of its parts. To ensure balance, we lean into curiosity and experimentation, encouraging teams to push boundaries while staying grounded in a shared vision. It’s about creating an environment where technology amplifies creativity, media connects the story, and design brings it all to life.
LBB> Your work spans diverse global brands like KLM, Philips, and Lotus. Can you share an example of a recent project that perfectly embodies Hypersolid’s approach to blending technology, creativity, and strategic thinking?
Nik> Our recent work for Lotus Cars’ Personal Showroom is a testament to the power of human ingenuity when creativity, technology, and strategic vision converge. It’s not just a digital experience—it’s a reimagining of how people connect with a brand as iconic and personal as Lotus. At its heart, Personal Showroom uses the transformative potential of AI to craft an experience that feels intimate and tailored, breaking free from the constraints of traditional car buying. It allows users to explore and personalise their dream car with an unprecedented level of detail and immersion, mirroring the exclusivity and craftsmanship that Lotus itself represents.
What makes it truly special is not just the technology but the philosophy behind it: a commitment to putting the individual at the centre of the experience. It’s about more than selling a car—it’s about fostering a deeper emotional connection, making each interaction feel as bespoke as the vehicle itself. This project embodies our belief that technology, when paired with creativity, can elevate storytelling to an entirely new dimension. The work with Lotus was awarded Fast Company’s 2024 Innovation by Design Award and was such an achievement for the team and a proud moment for everyone involved.
LBB> What opportunities or challenges do you see in the evolving role of AI and digital technology in brand storytelling? How do you strike the right balance between data-driven insights and human creativity?
Nik> Creativity emerges when story, scale, and experience converge. Today, brands aren’t just communicated—they’re lived. Every touchpoint and every interaction reflects the brand’s promise, brought to life in meaningful ways. Achieving this requires a delicate balance between human creativity, data-driven insights, and AI ensuring both emotion and precision shape the experience.
LBB> In an era of emerging technologies like AI, AR, VR, and XR, where do you see the most promising applications for brands? Are there any specific tools or methods you’re excited about incorporating into future projects?
Nik> AI is set to disrupt every industry while unlocking countless new possibilities. What excites me next to AI is moving beyond the phone screen, blending technology seamlessly into reality as an integrated layer. When done thoughtfully, this shift has the potential to enrich our lives and social interactions rather than disrupt them. Projects like Lotus’ Personal Showroom showcase the transformative power of AI, while AR experiences like Traingineers for Meta demonstrate how we can explore and harness these augmented technologies to create something genuinely educational for kids.
LBB> You’re known for fostering an empathic and creative company culture. How do you approach team-building in a field that’s often fast-paced and tech-driven? How has this approach shaped Hypersolid’s workplace culture?
Nik> Innovation and creativity thrive in a company culture that nurtures them. Fear of failure is the greatest obstacle, stifling progress before it begins. A positive, supportive workplace that encourages risk-taking and boundary-pushing is not just important—it’s essential for breaking new ground. At its core, it’s about treating everyone as you’d want to be treated. After all, we often spend more time with our colleagues—virtually or in person—than with our families. Let’s make that time fun, meaningful, collaborative, and unforgettable.
LBB> As someone passionate about art, music, and design, how do these interests outside of work influence or inspire your creative decisions at Hypersolid?
Nik> Art, music, and design are deeply personal outlets that ignite my curiosity both in and out of work. From high tech to low tech, it’s about finding inspiration in the balance. Whether listening to records on my vinyl player—an experience no digital format can replicate—or driving the future in my Polestar 3, a stunning fusion of technology and design, I’m constantly drawn to the beauty of what’s possible. At my core, I’m passionate about exploring human connection through the interplay of creativity, design, and technology. It’s this pursuit that inspires me every day to push boundaries.
LBB> What advice would you give to up-and-coming creative leaders in navigating the increasing overlap between technology, media, and brand storytelling? Are there any skills or mindsets you find especially valuable?
Nik> Ride the wave of technology—don’t let it overrun you. Embrace AI as your superpower, disrupt yourself before the world does, and never stop chasing your tail in the pursuit of growth and innovation. To the next generation: learn to code, grasp the fundamentals, and invest in the timeless art of storytelling. It’s the blend of technical fluency and creative expression that will set you apart.
LBB> Finally, you’ve mentioned recently starting trumpet lessons—do you find any parallels between learning an instrument and leading a creative tech-driven agency?
Nik> I resonate with your analogy between learning a new instrument and leading a creative-tech company. The rise of AI, with its boundless possibilities and inevitable disruptions feels strikingly similar. It demands adaptability, dedication, significant investment in research, and the resilience to tackle challenges head-on. Yet, in my opinion, what truly drives progress is unrelenting curiosity—the desire to explore, innovate, and uncover what’s possible at the intersection of creativity and technology. Hobbies and learning new things play a crucial role in keeping that curiosity alive. They challenge us, push us to grow, and spark creativity. They also pull us out of the daily grind, offering a fresh perspective and reminding us to step back, broaden our horizons, and embrace the bigger picture.
