Senior Event Producer
Nikki de Graaf
To create a successful event, it is important to be able to marvel, to imagine how spaces could look, to turn initial rough ideas and sketches into a memorable event. To understand how atmosphere works, how experiences are created, and how you turn a story into an experience. Our Event Team consists of creative makers, innovative thinkers, and decisive doers. Indispensable for a successful event! Discover who we are and what drives us.
| Job title | Senior Event Producer |
| Mission at SugarFactory | My mission is to create high-quality, groundbreaking events that perfectly match the identity and renewed brand of SugarFactory. |
| What I do | My role is not only to produce, but also to inspire, connect, and provide strategic direction. |
| Style | Thoughtful, quirky, and aesthetically sharp. I have a keen sense of quality and atmosphere—I am both conceptually strong and pragmatic, which means I dare to think big, but always with a realistic eye for planning, budget, and feasibility. |
| Why I love it | I love this industry: the dynamics, energy, and hospitality. Where creativity and craftsmanship come together and we all strive for something that goes beyond good—we want magic! |
| Signature move | Always thinking from the bigger picture, but never losing the finesse 😉. |
| Fun fact | Before 3 p.m., I live on apple juice—according to my mother, I have an apple tree in my stomach. After 3 p.m., I live on bubbles. |
| Favorite event at SugarFactory | Classified – ask me when you're here! |