De eerste tentoonstelling van Galerie en Erfgoedlab DIG IT UP vestigde de aandacht op het bijzondere werk van John Groot.
Van Rotterdam een grote studio maken, dat was wat John (alias PHOXX) graag wilde. Hij was fotograaf en locatiescout voor velecommercials, videoclips en andere opnames die Rotterdam als decor hadden. De door DIG IT UP geproduceerde tentoonstelling liet zien hoe John Groot (Omaha, Nebraska, 31 mei 1961 – Rotterdam, 26 februari 2007) sterk heeft bijgedragen aan het beeld van de stad.
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