Reality check in Dutch Design

Adformatie vroeg enkele designers rond de Dutch Design Week, die morgen begint, hun kijk te geven op het vak nu. Garech Stone van The Stone Twins – die tot afgelopen lesjaar aan het hoofd van de afdeling Man and Communication aan de Design Academy Eindhoven stonden – trapt af.

Design gaat al lang niet meer alleen over het ontwerpen van een stoel of lampje. Wat zijn de (onvoorziene) trends op dit moment – en welke implicaties hebben ze op het communicatie-vak?
‘You’re right. In the world of design, there has been a seismic shift from the frivolous and the fanciful to design that really matters. Design that actually adds value: economic, cultural or social value. Design that is accessible and relevant. For perhaps the first time, many of the nominees in the Dutch Design Awards are real assignments that service the needs of real people , as opposed to vanity experiments funded by cultural grants.
‘From personal experience, this “reality check” has also taken place in Design Academy Eindhoven. Unlike five years ago, the current crop of graduates are better prepared and equipped for the real world (or, dare I say it, "the marketplace"). Aside from their superb critical, conceptual and provocative minds, they also possess a healthy dose of empathy and realism. In particular, please check out the work from the Department of Man and Communication. These projects are definitely more inclusive and accessible…’

Wie zijn de NKOTB (new kids on the block)? En waarom?
'The new kids are designers like Dave Hakkens, Mark Brekers with EasyFuneral and Juliette Schraauwers with "Het Grote Sex Boek" – two graduates from the Department of Man and Communication at the Design Academy Eindhoven – who are not afraid to share their ideas and plug into the collaborative power of the internet. These are designers uncontaminated by ego. Designers who prefer to put their projects in the limelight and not themselves.'

En bestaat Dutch Design nog?
'If "Dutch Design" is characterized by traits such as adventure, singularity, quirkiness and wit – then yes. But, today Dutch Design has also embraced a sense of reality. Just look at the work of Daan Roosegaarde or Dave Hakkens. Even, Marcel Wanders is making stuff for Marks & Spencer. One could say, Dutch Design has moved from the superficial to the super-real, from the exclusive to the inclusive.'

In de komende Adformatie staat een uitgebreid interview met Daan Roosegaarde.