Lija Groenewoud van Vliet is a dynamic, creative, and open-minded individual who serves as the co-founder and creative director of In4Art, a company she established with her husband in 2015.

With a background in studying at RSM Erasmus University and Leiden University, Lija has a strong educational foundation.

She has a wealth of experience having served in various roles such as a lecturer at Rotterdam School of Management, Erasmus University, trainer at YES!Delft, program manager at YES!Delft, and innovation advisor at Lead to Change, among others.

Lija is known for advising knowledge institutes and companies on strategic innovation challenges, training startups and organizations on idea validation and scaling in dynamic environments, and developing the Art-Driven Innovation method to integrate art into socially responsible innovation.

Passionate about knowledge sharing and fostering connections, Lija plays a key role in scouting talent, guiding curiosity, and facilitating experimentation at In4Art.

She also acts as a co-producer and creative director for the company's experiments and co-productions, while curating the In4Art Open Collection that showcases contemporary works merging art, science, and technology.

Lija's diverse background and skill set make her a valuable asset in the innovation and art industries, where she excels in connecting people and creating synergies.