Team

Lars Hinrichs is the initiator of the UBS Digital Art Museum. As a founder and innovator, he has helped shape the digital landscape with projects such as XING, HackFwd, Apartimentum and Politik-Digital. He also actively invests in pioneering technologies from European and American companies. As a supervisory and advisory board member, he supports corporations, advises politicians on digitalization issues and speaks on entrepreneurship.

Lars Hinrichs was so inspired by teamLab's immersive art that he made it his mission to bring this unique art experience to Hamburg - and thus to Europe for the first time in this dimension. A project close to his heart that could shape digital art in Europe.

Caren Brockmann takes over operational management of the UBS Digital Art Museum and pulls the strategic strings as Managing Director.

Caren has been at home in the digital world since 1999 and gained a wealth of experience as an independent consultant in the field of company pension schemes. She also has extensive knowledge in the field of sales and marketing - most recently she worked as Director Sales at Xempus AG.

As an organizer and licensee of TEDx Hamburg, Caren is well connected when it comes to new trends and technologies. Her expertise and passion for digitalization are now being incorporated into the development of the UBS Digital Art Museum.

Dierk Freitag is responsible for the commercial area of the UBS Digital Art Museum, his tasks include the planning, organization and control of business processes. He brings a wealth of experience to the job: Dierk worked in the hotel industry for six years and as a consultant in the real estate sector for 27 years, 17 of which as a partner at bulwiengesa AG. He has provided conceptual and commercial support for numerous special and operator properties in Germany and abroad.

These included the UBS Digital Art Museum, for which he assessed the feasibility in 2019. Dierk is now looking forward to using his expertise to continue supporting and actively shaping the future of the museum.

Maximilian Pohlmann is Head of Marketing and the brains behind our marketing, content and social media strategies. With his focus on brand development and strategic collaborations, he prepares everything for strong visibility - especially in the digital space.

Maximilian has been active in the world of online marketing for over 20 years and has successfully built up brands within the Otto Group over the last ten years. He is also a speaker and runs his own online projects such as podcasts, in which he brings industry experts to the digital stage.

Janice Willeke supports the marketing team as Digital Marketing Manager in the areas of social media, website management and event planning. Janice has a degree in German studies, art and art education - the perfect qualifications to help shape the development of the UBS Digital Art Museum professionally.

Previously, Janice worked for four years in the communications team of a medium-sized company, where she not only played a key role in building a new brand, but also helped to set up an in-house agency.

Experiences in TV productions - such as “Neo Magazin Royale” or "Docupy" - as well as internships in agencies and with photographers also deepened her creative and organizational know-how, which she can now use very well in the development of the UBS Digital Art Museum.

As Relationship Manager, Yui Higashino is a central link between the UBS Digital Art Museum and the international art collective teamLab. She ensures smooth communication, coordination and execution of the project.

Thanks to her degree in architecture, Yui is considered the ideal contact person: her expertise enables her to understand and communicate complex technical requirements, which is important for the successful realization of teamLab's immersive art installations.

After seeing the teamLab exhibition in Japan and being deeply impressed by the installations, Yui is now excited to be part of the team bringing this extraordinary art to Europe.

Lars Menge, Technical Project Manager at the museum, acts as a key connector between the building and media technology, ensuring the smooth operation of the Digital Art Museum.

Lars has been working in the field of smart building and smart living for eight years. During this time, he has been responsible for the Apartimentum, which was planned and built as the most modern residential building in Europe, and the HAMMERBROOKLYN.Digital Pavilion, which was certified as the world's smartest building in 2023.

With his experience and dedication, Lars is helping to turn innovative visions into reality at the UBS Digital Art Museum.

As an art advisor, Ulrich Schrauth is responsible for the artistic direction and positioning of the new museum. This includes not only the close collaboration with teamLab on content, but also the selection and curation of additional artists, as well as the organization of events and special events that complement the teamLab Borderless exhibition.

Ulrich is an internationally active curator, creative director and consultant in the field of immersive and digital media. He has curated exhibitions and festivals worldwide with institutions such as the British Film Institute in London, the Goethe-Institut and the Hamburger Kunsthalle. He is also a sought-after keynote speaker, moderator and jury member in the field of digital arts.