This interview is part of the project NAVE in partnership with BORDA, a series of actions connecting innovation between Brazil and the Netherlands.
Raquel Sztejnberg has been living in the Netherlands since 2015, is a Branding expert, and co-founder of Borda, a knowledge platform developed to expand creative boundaries and Dutch soft power. Borda and Orbe – a Recife-based design and innovation laboratory – have teamed up to create bridges between the two countries and to connect design and business before, during and after the Dutch Design Week 2017. Learn more about the project.
“To boldly go where no one has gone before”
My first trip to Dutch Design Week was in 2016. More than just a fair or a one-off event, DDW is indeed a destination, a unique experience. It is hard to say what struck me the most: whether the democratic character of the event – not for specialists but for people of all ages, backgrounds, professions and types – or bold, free ideas and solutions, ready to positively embrace failure in search of new ideas and solutions. Experimentation, renewal and ‘crossovers’ are distinctive characteristics of this event in relation to other world design meetings.
Dutch Design is an attitude, a mindset
Design in the Netherlands is a part of life and not just a luxurious instrument used by a few companies. Thought and applied seriously to create a better society, with more intelligence and inventiveness. Minimalist, experimental, innovative, functional, unconventional and with a sense of humor – this is how Dutch design is usually described.
Here the involvement of different audiences in the creative process is also one of the characteristics of the discipline. And without a doubt, the enviable synergy between schools, universities, private companies and the government represents a valuable stimulus for the entire economy of the country. About € 84 million were invested in public-private alliances in the period 2016-2017*. Architecture, fashion, and urbanism mix with energy, health, education, infrastructure and security, generating strategic partnerships for success. All part of Dutch DNA.
Stretch: beyond the comfort zone
The next edition of Dutch Design Week takes place again in October and always in the city of Eindhoven. It will be celebrated 19 years since the birth of the fair, which has become the most important in Northern Europe, a local event of global impact with the participation of more than 2,500 designers and public of almost 300 thousand national and international visitors.
The theme of 2017 is Stretch, set by the Dutch Design Foundation to stimulate new perspectives beyond the comfort zone. Made to inspire and provoke, the design is, in the words of the Foundation director, Martijn Paulen, brain-yoga: “Exercise for those who, in a complex and challenging world, do not want to rust.” Bio design, Sustainable design, Circular design, Spatial design, Food design, Service design, Social design and various other disciplines will be presented, discussed and experienced during the DDW2017. There is also an internationalization program made to extend the Dutch design ecosystem and make it number 1 in the discussion of the future of design and the design of the future.
“To boldly go where no one has gone before”, adopted in official reports, is the perfect motto for a country with a powerful and pulsating creative wealth that is inversely proportional to its dimensions. It is worth to find out more about this unique scene. Follow us!
If you are interested about DDW2017 we are organizing an immersion with all curatorship and personalized consulting for companies in Recife.
Infos about the program:
* Data from ClickNL Report ‘INNOVATION CONTRACT FOR THE TOP SECTOR CREATIVE INDUSTRIES 2016-2017’