Published on : Thursday, August 3, 2017
By choosing ‘Stretch’ as the theme, the organisation behind DDW (Dutch Design Foundation) aims to encourage both participants and the general public to get involved and dare to break out of their comfort zone.
Martijn Paulen, Director Dutch Design Foundation, explains: “Today’s world is complex and poses enormous challenges. Designers have revolutionary ideas and innovative solutions for the future: sometimes inspiring, sometimes confrontational. In this sense, Dutch design is yoga for the brain. Stretching exercises for people who don’t want to get stuck in their ways.”
The DDW themes serve as the heart of the annual public campaigns developed around the event, and provide designers, companies and other participants with a starting point on which to base exhibitions, presentations, gatherings and the like.
‘Stretch’ is the essence of design. By stretching the mind, one creates space to innovate. To change direction, the way of work, the environment and vision of the world. To transcend boundaries and define the new standard. In cooperation with agency Fabrique a public campaign is being developed to support this theme.
André Bouwman, creative director of Fabrique, says: “To create the campaign, we stretched the bounds of key design themes such as uniqueness, originality and ownership. We teamed up with 15 leading designers to transform existing work into new and unknown forms. The result was a series of exciting, aesthetic images. And, sometimes, completely absurd ones.”