“Bold, colourful and gutsy”

Ace & Tate team up with Gino Bud Hoiting and invite you to their new flagship store in Maastricht.    

Ace & Tate Maastricht store wall design by Gino Bud Hoiting

Progressing from graffiti to majestic murals, young artist Gino Bud Hoiting makes work that is relatable to his generation (but he promises the elderly like it too, sometimes). Decorating walls around the world, his masterpieces are loved by many—including the creatives that make up Ace & Tate, who teamed up with the Dutch illustrator for the opening of their first store in Maastricht. Allow yourself to be transported to a world of colourful narrative, where the walls have eyes…

How did your collab with Ace & Tate for the brand new Maastricht store come about?

One day I noticed that two people from the Ace & Tate creative team had started following me on Instagram, so of course I hoped to hear something from them. A week later I got a call asking if I was interested in collaborating. One week I was in their Amsterdam office for a meeting and the next week I was back with my sketches and proposal for the artwork.

As a university city, Maastricht has a large student population. Would you say this is the right sort of audience for your work?

The audience for my work is overall pretty ‘young’. I think I make work that is relatable to my generation and I hope the students (and others) in Maastricht will enjoy it. The elderly like my work too, sometimes.

When did you first make the progression from paper to walls?

It started out when I was very young, doing graffiti and what not. Later, when I was in art school, my interest for walls grew bigger than graffiti and I started doing wall paintings. Working big isn’t a problem for me, neither is the translation from paper to walls.


You seem to have done quite a few murals. How do you approach a new design? Did you have any themes in mind for the new Ace & Tate store?

I love doing wall paintings; it’s where I get the most pleasure from being a visual artist! There’s something about a white wall that gets me excited. First I have to know what the themes of the company are that I’m painting for, or what the brand stands for—I always try to figure out a way to say something about the company or brand. In this case, because the store is in Maastricht, the question from Ace & Tate was to think of a way to incorporate the city into my painting. My first little sketch/doodle was a sunset going down over the water, an image I use a lot (and what also became the neon design for the store). This Ace & Tate store is located near the corner of the oldest bridge in the Netherlands, the Sint Servaatbrug that crosses the Maas, so I thought this formed the perfect start for my research. I found amazing old photos of the bridge being renovated around 1930, and I took some inspiration from the arches. I incorporated the theme of vision by putting two arches next to each other, creating eyes, looking left and right. With the aesthetics I wanted to create something bold, colourful and gutsy; no lines, but solid shapes.

What did you enjoy about this space in particular? Did you come across any challenges?

Ace & Tate stores in general are super nice, clean spaces. The eye for detail is visible; the installation of the glasses looks great and the usage of mirrors work really well. The challenge was to use a corner of this particular space, it was a pretty big recess space that I had to work with, but it came out looking tight.

Do you create narratives for your illustrations or do you tend to design with only aesthetics in mind?

You can find a narrative behind the aesthetics, if you look a little bit longer and start connecting. The story is not always obvious, I like my illustrations to just look good and sometimes the narrative comes later—or not!


You have previously worked on ceramics and skateboards as well. Where do you plan to go next with your illustrations? Is there anything you haven’t painted on that you would love to try?

I would love to do textile design, like a pattern design, Vlisco-style. Ceramics is still something I would also like to try out more often; a big tile wall in a public space would be awesome. But yeah, textile!

For your personal projects you work on animation too. Tell us a bit more about this.

Animation is such a difficult medium for me technically, but visually I love it. Especially older, hand-drawn animations. I made an animation for my graduation project back in 2009 and I still want to do a follow-up. Every day I have little animation ideas and I’d love to bring them to life, but it’s so time-consuming. So I try to make drawings that look like they’re in motion. I would like to make a plan one day to focus on an animation, experimental and crazy hand-drawn stop-motion style.

A few years ago you collaborated with fellow Dutch illustrator Lennard Kok (who just did a project for Ace & Tate’s Utrecht store) and brought out a zine together. Are there any other artists you’d really like to collaborate with, or any exciting future plans you can share with us?

Working with Lennard was cool; he’s an amazing young illustrator. I have a lot of friends who are artists and illustrators and I want to collaborate with them always, making zines and drawings. Also, I’m very excited that I recently joined the Unit team, so I hope there will be some nice projects and collaborations in the near future with them too.

Discover the Maastricht-inspired work by Gino this coming Saturday at the Ace & Tate opening party. See you there!





Words by Lottie Hodson

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