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.

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.

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.

Svantje Höfler is Head of Operations at the UBS Digital Art Museum and brings more than 20 years of leadership experience in culture, entertainment, and hospitality: From plaza manager on the opening team of the Elbphilharmonie, to many years of running cinemas, to managing a film prop and costume warehouse:

What drives her is a passion for special places and the people who bring them to life. She loves building new structures, developing teams, and turning a big idea into an experience that truly moves guests. At the UBS Digital Art Museum, she brings exactly this passion: for excellent hospitality, vibrant culture, and for creating an extraordinary place for Hamburg together with her team.

As Architectural Project 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.

Miriam Clashinrichs is responsible, as Event Manager, for the opening events of the UBS Digital Art Museum and for building up the B2B event business. She knows that a good event begins long before the first guests arrive, whether it’s timed guest flows, coordinated lighting transitions, or a schedule that keeps things calm behind the scenes so guests can fully immerse themselves in the moment.

For nine years, she has worked across a wide range of event worlds, from trade fairs and major international sporting events to streaming formats, most recently at UEFA EURO 2024 and an international chess event.

Since May 2026, Miriam has been bringing this breadth of experience to the UBS Digital Art Museum, and she’s looking forward to working with the team on a project that makes visitors’ eyes light up.

Aniane Dietrich is responsible for the strategic partnerships of the UBS Digital Art Museum. Working at the interface between marketing and artistic direction, she develops concepts for collaboration with existing and new sponsors and coordinates cross-departmental cooperation.

For this role, she brings not only a degree in cultural studies but also many years of experience in concept development and partnerships. She previously worked for media companies (e.g., DIE ZEIT), a global creative agency (MullenLowe), and a non-profit organization in the arts and culture sector, among others.

At the UBS Digital Art Museum, simply buying regular tickets wasn’t enough for her – she wanted to help shape this project and became part of the team.

Tim Gänsler is responsible for the visual world of the UBS Digital Art Museum and manages its presence on social media. While visitors still have to be patient, he offers insights into everyday life at the museum, the art, and the motivations behind it.

Through his work with various brands, Tim brings considerable experience in video and photography as well as social media. Whether analog or digital, he is fascinated by camera technology and knows how to put it to use.

The interplay of light and shadow excites him in both image composition and digital art. Being able to share this enthusiasm with people makes the UBS Digital Art Museum a very special project for him.

Jana Wincheringer is responsible for Press & Communication Management at the UBS Digital Art Museum. She communicates the museum’s vision to the outside world and brings the project into conversation with journalists, the media, and a broad audience.

She brings many years of experience in PR, strategic communications, and storytelling. Whether at TASCHEN publishing house, in publishing management, or at festivals and exhibitions, art and culture run like a common thread through her professional career.

Art and culture have been part of Jana’s life for many years. She loves bringing people together, opening up new perspectives, and sharing enthusiasm. The fact that digital art can reach people in so many different ways makes the museum a special project for her, one into which she brings her passion for culture and communication.