Marc Vermeulen
Interieur Ontwerper | Ontwerpt places to be waar je optimaal en energiek werkt | Helpt je alles uit jullie werkomgeving te halen | Expert Het Vitale Interieur
Marc Vermeulen is a Dutch interior and product designer who builds community and credibility by sharing 20-year career milestones, client wins, and personal creative origin stories on LinkedIn. His most distinctive move is the emotional pivot: he opens with a concrete fact or memory, then shifts to what it *felt* like or what it taught him about design philosophy.
14.9/wk
194 posts in 30d
22
avg per post
16.7%
comments / total
2%
reposts / total
mixed
Mon · 10 AM CET
Voice & tone
Marc writes like a craftsman reflecting on his work. He's warm, slightly philosophical, and unafraid of vulnerability. He uses short declarative sentences to land emotional beats: 'Hier klopt iets.' 'Het gaat om wat je voelt.' He mixes Dutch and English naturally, and his tone suggests someone who has earned the right to be reflective because he's built something real over two decades.
Signature phrases
- “Hier klopt iets.”
- “Het gaat om wat je voelt.”
- “place to be”
- “Geen rechte weg.”
- “Wat ben ik trots en blij met deze erkenning.”
- “Twintig jaar van eerste lijnen op papier tot plekken die je binnenstapt en meteen begrijpt.”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
KuóStudio bestaat 20 jaar. En dat voelt… een beetje onwerkelijk. Twintig jaar van eerste lijnen op papier tot plekken die je binnenstapt en meteen begrijpt. Hier klopt iets. Twintig jaar maken, twijfelen, aanscherpen en doorgaan. Samen met Martine Van der Wel en een groep mensen die allemaal hun eigen energie hebben achtergelaten in wat KuóStudio vandaag is. Geen rechte weg. Eerder een pad met bochten. Soms even zoeken. Vaak vol overtuiging vooruit, en altijd in beweging. Na mijn tijd bij Mexx begon het in de wereld van retail design. Merken, winkels, internationale projecten. Kipling. Scotch & Soda en Samsonite. Alles draaide om zien en gezien worden. Om beleving. Tot er iets verschoof. Want uiteindelijk gaat het niet om wat je ziet. Het gaat om wat je voelt. Binnenkomen en zonder nadenken weten: hier zit ik goed. Dat werd het kompas. Van winkels naar werkomgevingen waar energie voelbaar is. Waar mensen zichzelf kunnen zijn. Voor onder andere Bever , Eneco eMobility Nederland en The Future Group. Altijd met dezelfde kern. De mens. In een omgeving die klopt. Een plek waar je wilt zijn. Een place to be. Dat is wat mij drijft. Nog elke dag. En misschien wel meer dan ooit. De afgelopen tijd hebben we gewerkt aan onze website. Een plek waar dit verhaal samenkomt. Ik nodig je uit om een kijkje te nemen op kuostudio.nl. Ik ben benieuwd wat je er van vindt. #anniversary #placetobe #interieurontwerp #hetvitaleinterieur #kuóstudio #teamwork #20jaar
KuóStudio bestaat 20 jaar. En dat voelt… een beetje onwerkelijk.' stops the scroll because it combines a factual milestone with an immediate emotional confession. The ellipsis and qualifier 'een beetje onwerkelijk' signal vulnerability and make the reader curious about why 20 years feels surreal to the founder.
Opens with the milestone and emotional reaction. Moves into a poetic description of what 20 years means (first lines to finished spaces). Names collaborators (Martine Van der Wel). Traces the non-linear path through Mexx, retail design, and specific brands (Kipling, Scotch & Soda). Pivots philosophically at 'Tot er iets verschoof' to reframe the entire journey from 'what you see' to 'what you feel.' Closes with the core driver: 'De mens. In een omgeving die klopt.'
- Poetic short sentences for emphasis: 'Hier klopt iets.' 'Geen rechte weg.'
- Specific brand names and client work to anchor credibility
- Philosophical pivot that reframes the entire narrative midway through
- Repetition of 'place to be' as a mantra that ties past and present together
- Whitespace and line breaks to create rhythm and let ideas breathe
No explicit CTA. The post closes with 'Nog elke dag. En misschien wel meer dan ooit.' which is a personal commitment statement. This drives comments because readers want to celebrate the milestone and ask follow-up questions about the journey.
When announcing a milestone, pair the fact with an immediate emotional confession, then use the body to show how your philosophy evolved, not just what you built.
The Golden Years Ik herinner mij hoe ik vroeger met veel plezier naar de TV serie The Wonder Years keek. Geweldige muziek en mooie afleveringen over opgroeien en ouder worden. Gisterenavond was het eindelijk zover, vanwege corona al eens uitgesteld, maar nu dan echt dé Mexx reüni…
'The Golden Years' works as a hook because it's a cultural reference (The Wonder Years TV series) that signals nostalgia and sets up a parallel structure. The reader expects a reflection on the past, which is exactly what they get.
Opens with a TV show reference and personal memory. Announces the Mexx reunion event (delayed by COVID). Describes the physical location (zilverfabriek in Voorschoten, V1 for insiders). Includes a quote from a speaker (Rattan Chadha) about company values. Lists specific colleagues by name. Closes with gratitude and hashtags.
- Cultural reference that signals the tone immediately
- Parenthetical asides for insider credibility ('Voor de kenner V1')
- Specific location and historical detail to make the moment feel real
- Named individuals throughout to build community and show relationships
- Gratitude statement that acknowledges organizers and attendees equally
Ends with a list of names and a thank-you. This is a soft CTA that invites tagged people to engage and celebrate. The 18 comments suggest people are replying to see if they're mentioned or to add their own memories.
When writing about a shared experience or reunion, name specific people and locations. The specificity makes readers feel included and gives them a reason to comment or tag others.
Vroeger was ik al creatief bezig. Thuis gaf mijn moeder mij alle ruimte om hier invulling aan te geven, van schilderen, knutselen tot figuurzagen in de woonkamer aan toe. Ik keek altijd veel bewondering naar mijn vader hoe hij vanuit niets iets creëerde. Dit heeft iets in mij aan…
'Vroeger was ik al creatief bezig' opens with a universal childhood memory (being creative) that readers can relate to immediately. The hook works because it's personal and specific (schilderen, knutselen, figuurzagen in de woonkamer) rather than generic.
Opens with childhood creativity and parental support. Names the mother's role (giving space) and the father's role (creating from nothing). Announces an interview with Marieke Pool from ArchitectenPunt. Includes a link to the full article. Credits the photographer (Keesnan Dogger). Closes with hashtags.
- Specific childhood activities listed in Dutch to anchor authenticity
- Admiration frame ('Ik keek altijd veel bewondering naar mijn vader')
- Transition to external validation (the interview) without losing the personal thread
- Credit to collaborators (photographer, interviewer) to build relationships
- Link to full article to drive traffic beyond LinkedIn
The CTA is implicit: read the article via the link. The post drives engagement (16 comments, 92 likes) because readers want to engage with the personal story and then follow the link to learn more. The photographer credit also signals professionalism.
Use a personal origin story as a bridge to external content. Name the people involved (parents, collaborators, photographers) to make the story credible and give readers multiple entry points to engage.
What drives their engagement
Marc's posts drive comments by naming specific people, asking implicit questions through storytelling, and creating moments of shared nostalgia or celebration. Post 2 (Mexx reunion) has 18 comments because people want to see if they're mentioned or add their own memories. Post 5 (award win) has 44 comments because readers want to congratulate and ask about the project.
Reposts are low (2% repost rate) because Marc's content is highly personal and studio-focused. Reposts happen when he announces major awards or milestones that feel universally relevant to the design community, but his voice is so specific that most readers engage directly rather than amplify.
Low savability signal. Marc optimizes for reach and conversation, not for reference material. His posts are moments to celebrate or reflect on, not frameworks or lessons to revisit. The 16.7% conversation index shows he prioritizes dialogue over passive consumption.
Content pillars
Studio Milestones & Anniversaries
28%Celebrates KuóStudio's 20-year journey and major wins by naming collaborators, reflecting on philosophy shifts, and anchoring to human impact rather than metrics.
Personal Creative Origin Story
18%Traces Marc's creative roots back to childhood (mother's encouragement, father's making) and connects early influences to his design ethos today.
Client Work & Design Awards
22%Announces project wins and awards (INT Interior Design Award 2024, Dutch Design Awards 2003) while emphasizing the emotional or functional outcome for end users.
Long-Term Impact & Durability Stories
18%Shares moments when past designs resurface in users' lives decades later, positioning sustainability and emotional connection as proof of good design.
Industry Nostalgia & Reunion Moments
14%Reflects on past chapters (Mexx reunion, colleagues, career transitions) to build belonging and show how past experiences shaped current philosophy.
Hook patterns
Milestone Announcement + Emotional Qualifier
[Specific fact about time/achievement]. En dat voelt... [emotional reaction or contradiction].
“KuóStudio bestaat 20 jaar. En dat voelt… een beetje onwerkelijk.”
→ The pause and admission of feeling makes a corporate fact human and invites readers to sit with the weight of 20 years.
Nostalgia Reference + Callback
Reference a cultural moment or past experience, then connect it to a recent event that echoes it.
“Ik herinner mij hoe ik vroeger met veel plezier naar de TV serie The Wonder Years keek... Gisterenavond was het eindelijk zover, vanwege corona al eens uitgesteld, maar nu dan echt dé Mexx reünie 2022.”
→ Nostalgia lowers defenses and the callback structure creates narrative momentum that pulls readers into the full story.
Unexpected Message + Curiosity Setup
Afgelopen [timeframe] ontving ik een [adjective] bericht via [channel]. [Quote or paraphrase that creates intrigue].
“Afgelopen week ontving ik een geweldig bericht via de website. 'Wij hebben een lamp, die volgens mij door u ontworpen is...'”
→ The specificity of 'via de website' and the quoted question make it feel like a real moment, not a constructed narrative.
Award Announcement + Immediate Gratitude
Wow! [Studio name] wint [specific award]. Wat ben ik [emotion] met deze erkenning.
“Wow! KuóStudio wint een INT Interior Design Award 2024 voor het kantoor van The Future Group! Wat ben ik trots en blij met deze erkenning.”
→ The exclamation and immediate emotional claim feel authentic rather than promotional, and naming the client adds credibility.
Childhood Memory + Admiration Frame
Vroeger was ik al [creative activity]. [Parent/figure] gaf mij [resource]. Ik keek altijd veel bewondering naar [person] hoe hij [specific action].
“Vroeger was ik al creatief bezig. Thuis gaf mijn moeder mij alle ruimte... Ik keek altijd veel bewondering naar mijn vader hoe hij vanuit niets iets creëerde.”
→ Specific sensory details (schilderen, knutselen, figuurzagen) and named family members make the origin story credible and relatable.
Philosophical Pivot + Short Declarative
Build a narrative, then interrupt with a short sentence that reframes the entire point. 'Tot er iets verschoof. Want uiteindelijk gaat het niet om [X]. Het gaat om [Y].'
“Tot er iets verschoof. Want uiteindelijk gaat het niet om wat je ziet. Het gaat om wat je voelt.”
→ The short sentences after a longer narrative create rhythm and signal a philosophical insight that feels earned, not imposed.
Top-performing hooks
“KuóStudio bestaat 20 jaar.”
“The Golden Years”
“Vroeger was ik al creatief bezig. Thuis gaf mijn moeder mij alle ruimte om hier invulling aan te geven, van schilderen, knutselen tot figuurzagen in de woonkamer aan toe. Ik keek altijd veel bewondering naar mijn vader hoe hij vanuit niets iets creëe”
“Afgelopen week ontving ik een geweldig bericht via de website.”
“Wow! KuóStudio wint een INT Interior Design Award 2024 voor het kantoor van The Future Group! Wat ben ik trots en blij met deze erkenning.”
“KuóStudio ontwerpt avontuurlijk en vitaal interieur voor nieuw hoofdkantoor Bever”
“Trots! Ik sta deze maand in Vakblad Interior Business Magazine en Interior Business Magazine Online met het interview 'Het Elftal van'. Het was een leuk interview over mijn werk, mijn passie en KuóStudio. Nieuwsgierig naar wie of wat mijn inspireert?”
“Voor de klas!”
“Dit is waarvoor wij het doen!”
“Ben jij diegene die de advertenties uitpluist? ; )”
What works
- Naming specific people and places. Post 1 names Martine Van der Wel, Mexx, Kipling, Scotch & Soda, Samsonite, Bever, Eneco eMobility, The Future Group. Post 2 names 11 colleagues by first and last name. This specificity drives credibility and gives readers multiple reasons to engage (tagging, memory-sharing, relationship-building).
- Philosophical pivots mid-post. Post 1 shifts from 'what you see' to 'what you feel' at the exact midpoint, reframing the entire narrative. This pattern appears in 3 of the top 5 posts and signals that Marc uses structure to create emotional beats, not just information.
- Pairing facts with feelings. Post 5 opens with 'Wow!' and immediately follows with 'Wat ben ik trots en blij.' Post 1 opens with '20 jaar' and immediately adds 'En dat voelt… een beetje onwerkelijk.' This pattern (fact + emotion) appears in all top 5 posts and drives the 22 avg engagement.
- Using whitespace and short sentences for rhythm. Post 1 uses lines like 'Hier klopt iets.' 'Geen rechte weg.' 'De mens.' as standalone beats. This creates visual rhythm on mobile and makes the post feel less like a wall of text.
- Crediting collaborators and photographers. Post 3 credits Keesnan Dogger for photography and Marieke Pool for the interview. This builds relationships and signals that Marc values collaboration, which encourages others to engage and tag collaborators.
- Closing with commitment statements rather than CTAs. Post 1 ends with 'Nog elke dag. En misschien wel meer dan ooit.' instead of 'Let me know what you think.' This feels authentic and drives comments from people who want to celebrate or ask follow-up questions.
Steal this for your own LinkedIn
- Start your next post with a specific fact paired with an immediate emotional reaction. Use the formula: '[Fact]. En dat voelt... [emotion or contradiction].' This stops the scroll and signals that the post will be reflective, not promotional.
- Name 3-5 specific people or places in your post, even if they're not the main subject. This increases the chance that tagged people will engage and brings credibility to your story. Marc names collaborators, colleagues, and clients throughout his posts.
- Use a philosophical pivot midway through your post to reframe what you've just said. Start with a narrative or observation, then interrupt with 'Tot er iets verschoof. Want uiteindelijk gaat het niet om [X]. Het gaat om [Y].' This signals growth and makes readers feel like they're learning something.
- Close with a personal commitment statement instead of a CTA. Instead of 'Let me know your thoughts,' try 'Nog elke dag. En misschien wel meer dan ooit.' This feels earned and authentic, and it drives comments from people who want to celebrate or ask follow-up questions.
- Post on Monday mornings at 9 AM UTC if your audience is European professionals. Marc's data shows this is his best window, and consistency at this time compounds over weeks.
- Mix short posts (30-80 words) with occasional long-form posts (180-350 words). Short posts get steady engagement (22 avg), but long-form posts with emotional depth get 2x the engagement (48 avg). Use short posts for quick wins and long-form for milestones or reflections.
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Posting patterns
Marc posts 14.9 times per week (roughly 2 posts per day) with consistent daily presence across all 194 posts in the dataset, showing extreme consistency and a commitment to staying visible.
Posts perform best on Mondays at 9 AM UTC, which aligns with European business hours and the start of the work week when professionals are checking LinkedIn.
Short posts (30-80 words) perform best with 22 avg engagement, followed by medium posts (80-180 words) at 24 avg engagement. Long-form posts (180-350 words) average 48 engagement, suggesting that when Marc commits to length, he earns significantly higher engagement. The data suggests readers prefer either quick hits or deep dives, not middle-ground posts.
