Merel Van Helsdingen^NL

Merel van Helsdingen is the Founder and Managing Director of Nxt Museum, the first fully immersive fine arts museum in Europe. Since founding the institution in 2019, she has built Nxt Museum from concept to internationally recognized platform, redefining how audiences experience art in the digital age.

Under her leadership, Nxt Museum has positioned itself at the intersection of art, technology, science, and sound—championing immersive, large-scale installations and actively supporting artists working with emerging technologies. She has led the organization end-to-end: from strategic vision, business planning, fundraising, and brand development to institutional partnerships, artist collaborations, and long-term growth strategy.

With a background spanning digital innovation, marketing, and business development at global brands including Apple, BBH, and PVH, she brings a rare combination of cultural vision and commercial acumen. Her experience across corporate and startup environments informs Nxt Museum’s entrepreneurial model and forward-thinking approach to audience engagement and institutional sustainability.

Beyond her executive role, van Helsdingen is an active voice in the Dutch cultural and digital ecosystem, serving on advisory boards and contributing to conversations on the future of museums, immersive storytelling, and the evolving relationship between art and technology.

Her ambition is to redefine the role of cultural institutions in the 21st century — creating platforms where art, music, technology, and science converge to shape the cultural movements of tomorrow.