Friederike Paetzold


Friederike designs and produces the look and feel of Oriel's website and marketing materials.

Her love for fine arts brought her all over the world: art history studies in Munich and an internship at the Peggy Guggenheim Collection in Venice, work in an Austrian gallery in Manhattan, teaching mural painting to schoolchildren in Harlem and landscape painting for a year in India, Sri Lanka and Nepal.

But with art increasingly finding expression in the digital format, Friederike laid down her brushes in 1996 and dove into digital media. Since then, she helped design's very first website, joined a Silicon Alley startup and served as an art director at This marriage of aesthetics and technology perfectly blends the sensibilities set out by her German-Asian background.

Her own web-based art pieces are shown at media festivals around the world and have earned her several awards and press from institutions such as the Art Director's Club, Art in America and New York Times Digital Ad Innovations.

Friederike earned a BA in Painting at Reed College and a Fellowship in Computer Arts from the New York Foundation for the Arts.

Friederike's e-mail: friederike(at)
Friederike's favorite Oriel wine: Alma de Llicorella