As a design squad we take on projects both large and small: urban design, architecture, creating communities, living and working environments and public space. The team consists of specialists with diverse backgrounds, from urban planning, architecture and design research to strategic design for sustainability, programme and community.

This interdisciplinary approach allows us to approach each project from different perspectives, enabling us to create integrated schemes with true impact. While everyone is involved in our projects on the basis of their own expertise, we all contribute to the development of the studio in a wider sense as well.

Postit life
SFNR Portrait Jeroen

Jeroen Zuidgeest

Initiator, architect and strategic urban advisor

Jeroen founded Studio for New Realities to contribute to a world that is more attractive, sustainable and healthier, with more happiness in life. He is responsible for strategic and content development within our projects.

Jeroen is an architect and strategic urban development consultant. He founded the studio based on the conviction that there must be a better way to organise our environment. Jeroen has a strong interest in and affinity with urban design and research assignments, from building to city and regional scale, and broad practical experience based on concrete and complex design and research projects, for very different tasks, in different contexts.

Until early 2018, Jeroen was partner, head of the Strategic Planning Department and architect at MVRDV, where he was in charge of content development and organisation within the department, and has worked on various urban and regional design visions, master planning and development strategies, research projects, publications, exhibitions and education at various institutions.

SFNR Portrait 1

Rozemarijn Stam

Programming & community strategist and project leader

Rozemarijn focuses on programme strategies, community development, storytelling and project management for our visions and plans. She’s also responsible for the studio profile in wider communications.

Coming from a background of urban history, arthouse cinema and place branding, she studied Urban Regeneration at The Bartlett School of Planning (University College London). With the resulting socio-cultural view on area development, paying special attention to made-to-measure programme and a synergy between the existing and the new, she contributes to a pleasant, stimulating and connected living environment for everyone.

SFNR Portrait Marie

Marie Saladin

Architect and project leader

Marie is involved in strategic design development and elaboration of several projects, and is strongly involved in the visual narratives of the studio.

Driven by a strong curiosity for the natural sciences, she believes in the importance of improving the way we design the relationship between the natural and the urban world. Educated as an architect, Marie has gained work experience at various scales as strategic urban planner in Paris and within the international context of ambitious architecture offices in Rotterdam. Moving into the context of the man-made landscape of The Netherlands, she was inspired to carry out an awarded research about the act of shaping nature, dealing with water and new ways of living. Marie likes visual arts and graphic design and works on expressive ways of representing ideas and building narratives.

SFNR Portrait Riemer

Riemer Postma

Architect and project leader

Riemer oversees the architecture projects at the studio. Due to his extensive knowledge and skills, he is deeply involved in the projects from the initial phase all the way through to completion.

He is currently working on projects such as Plaswijckpark's Pavilion and Blocks 7 and 8 in District U, Vlaardingen. He believes it is important to explore the opportunities available to designers within societal themes and is interested in the relationship between the user and their environment. Riemer graduated with honours from the Leeuwarden University of Applied Sciences in Architecture and earned his master’s degree in architecture with distinction from Delft University of Technology.

SFNR Portrait Ieva

Ieva Lendraityte


As an urbanist, Ieva works on projects of various scales within the studio. She is fascinated by the layered challenges that are presented to us by the current urban context, and the processes, diversity and complexity that come along with it.

She completed her Master’s degree in Architecture, Urbanism and Building Sciences at Technical University of Delft, The Netherlands. Thereafter, Ieva worked for a number of architecture firms in Lithuania and Netherlands. She gained a rich experience in a variety of projects of different contexts, scales and programmes in the domain of education and research. As a researcher herself, she has researched the conditions for stimulating creation, transfer of knowledge and collaborations in knowledge-intensive environments, among other topics.

Sf NR Portrait Leon

Léon Silderhuis

Architectural designer

Léon is involved in architectural design and (technical) development within the office.

In each design, he seeks to unveil the social relevance of the project within the set context. With a fascination for the complexity of human interaction with its environment, he designs specific, characteristic places. Bringing together technology and atmosphere of the place to increase the quality of use serves as his starting point. He obtained his Bachelor degree in Groningen and is currently pursuing Master's degree in Architecture at the Rotterdam Academy of Architecture.

DSC 0542

Martina Simoni

Urban designer

Martina is architect and building engineer with strong experience in urban design, which she puts to use in several of the studio's urban projects.

She has gained wide experience working as a building engineer, particularly on building restoration in seismic areas, as well as an architect on both small- and large-scale projects. These experiences have contributed to develop her architectural perspective: going beyond the design and looking at the cities as an ecosystem where humans and non-humans can live in synergy with each other.

Sf NR Portrait Karianne

Karianne Kraaijestein

Business development & strategy

Karianne is responsible for our business development and the elaboration of the wider studio strategy.

She's an experienced leader working at the intersection of business communication and sustainability, with an entrepreneurial spirit, creative mindset, and sharp business acumen. Karianne has previously collaborated with agencies, businesses, philanthropic organizations, and NGOs, where she applied her deep knowledge of business strategy, brand strategy, and integrated communication principles. With a special focus on the complexities of climate change and decarbonizing the built environment, her global experience and fascination with possibilities enable her to see beyond boundaries, identify opportunities, and motivate teams and colleagues to take action.

Sf NR Portrait Smadar

Smadar Zohar Klasen

Office manager

Smadar is the operational backbone of the studio. On one hand, she handles the studio's administrative tasks, including accounting, planning, and organization. On the other hand, she supports the team whenever needed and helps build the New Realities culture.

Smadar doesn't shy away from challenges in her career. She has a background in dietetics and has worked as a nutritionist. Additionally, she has experience as a chef, content marketer, affiliate manager, and team leader for various teams, including customer service.

Sf NR Portrait Sudeh

Sudeh Akhondi


Sudeh is an experienced architect with expertise in all phases of architectural projects, with a focus on the early stages.

She was trained in Iran, where she established a small studio after earning her Master's in Architecture. As a designer and concept developer, Sudeh was involved in several architecturally acclaimed projects. In 2018, she embraced a new challenge by moving to the Netherlands. Over the past five years, she has dedicated herself to intensive study and work, resulting in a second Master's degree from the Fontys Academy of Architecture and her registration as an architect. Since then, Sudeh has worked at various prominent firms in the Netherlands, applying her expertise to both small and large-scale projects. Her diverse experiences have shaped her architectural perspective, emphasising the creation of spaces that promote inclusivity and enhance the quality of life for all users.

Sf NR Portrait Pascalle

Pascalle Asgarali

Architect and project leader

Pascalle is an architect and project leader at the studio. Passionate and strategic in tackling spatial challenges, she operates at various levels: from strategic issues to implementation details.

She seeks to uncover the story behind each project. Pascalle is particularly fascinated by the impact of our environment on our existence and wellbeing, and she believes that architecture can be a tool to improve our living environment. For her, usage, functionality, and feasibility are paramount, with the integration and fitting into the context of the place and social trends being the consistent thread throughout the design process. Pascalle has extensive experience in inner-city transformations and new construction projects of various scales, making her highly versatile. She is driven at the early stages of the process and engaged in the later phases, where the design is prepared for realisation in collaboration with other advisors. This is a piece of the puzzle that she greatly enjoys.



To act