Arnold van de Water



Effectively executing business strategies in arts, culture & entertainment. Making experiential and immersive initiatives accessible to new and diverse audiences around the globe.

With over 15 years of experience, I drive innovation in the world’s leading museums, and with artists and iconic brands, by successfully creating and transforming international initiatives, markets and products. My insights as a leader in the arts and culture industry range from venue development to large-scale festival organization. I specialized in developing, producing and managing touring initiatives that are fueled with immersive and experiential content. My goal-driven, no-nonsense approach fosters partnerships and effectively executes commercial strategies to yield operational outcomes.

Arts and entertainment run through my veins, as I grew up in theater as the son of a choreographer. At the age of 11, my parents took me to Russia, where I discovered the beauty of the Mariinsky Ballet and the Hermitage, and I experienced living in an international environment. At Factorr, I build upon this experience and I love creating memorable experiences that help our clients stay one step ahead.



Born in the decade of MTV, Atari, Michael Jackson, Knight Rider and Italo Disco


Grew up in my family’s ballet company and spent most of my childhood in theaters


Studied Law at the Erasmus University, Rotterdam but found my passion in arts and entertainment


Founded Factorr with an initial focus on producing large scale festivals and events (concerts and EDM). Worked in various project leader and commercial roles for multiple organizations, such as ID&T and B2S


Expanded Factorr’s services into the wonderful world of global, touring exhibitions; receiving 2 million visitors with (touring) exhibitions between 2011-2020, and counting


Expanded Factorr’s services in placemaking and building visitor attractions 


Won the Thea Award for Outstanding Achievement - Immersive Touring Museum 

Exhibit with the Meet Vincent van Gogh Experience


Leading the program of the Meet Vincent van Gogh Experience for the Van Gogh Museum. 

Industry thought leader and conference speaker: MAPIC, ISE, Blooloop, World Mobile