This document summarizes a presentation given by Prof. Ad Van Berlo on Dutch design. It discusses the creative industries cluster in Eindhoven, highlighting key Dutch designers and studios. It also examines trends influencing design like social media, complexity and change. The presentation outlines design thinking methodologies and how design can be used to create empathy and solve problems in new ways. It provides examples of projects from Van Berlo's portfolio across various industries.

2. 22-10-2013 / LOCATION: EINDHOVEN
“DUTCH DESIGN”
BY: PROF. AD VAN BERLO
All the information in this presentation is confidential
© 2012 / Copyrights VanBerlo

3. 3

4. Leadership and cooperation in DNA

5. STRIJP S
PHILIPS FACTORIES

6. STRIJP
PHILIPS FACTORIES

7. STRIJP S
DESIGN & TECHNOLOGY CAMPUS

8. ClickNL / network
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10. 10

11. Maarten Baas
Kiki van Eyk
Studio Job
Piet Hein Eek
Hella Jongerius
Marcel Wanders
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13. 13

15. 2. C r e a t i e ve i n d u s t r i e

16. 2.000+
designers
355
activiteiten
78
locaties
200.000+
bezoekers
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17. 17

18. DESIGN WIDTH /
SOCIAL DESIGN
MULTI-MEDIA / GAMING
GRAPHIC
PRODUCT
FASHION
INTERIOR
AUTONOOM
MULTINATIONALS
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19. Veranderende rol designers /
Bron DMI:review Walking The Walk van Paul Gardien & Ferdy Gilsing
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20. Transition moment / ?
TRENDS
Financial
Post industrial
Social media
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21. World / Change
OPEN
NO BOUNARIES
COMPLEX
MANY ELEMENTS AND RELATION
DYNAMIC
CHANGE OVER TIME
NETWORKED
ACROSS ORGANISATIONS
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22. Albert Einstein / Quote
„WE CAN‟T SOLVE PROBLEMS BY
USING THE SAME KIND OF
THINKING WE USED WHEN WE
CREATED THEM.‟
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23. “Design is not about styling. It’s not about technology.
It’s about radical change in meaning.”
DESIGN DRIVEN
INNOVATION
Robert Verganti
2010

24. Business thinking
Analysis > Decision
Design thinking
Analysis > Idea > Prototype >
Evaluation > Decision
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25. Re-framing / DOC Methology
Prof. K. Dorst
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26. Human Centered Design Model /
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27. DESIGN THINKING
creates new and unexpected ways to solve problems….
© Philips
27

28. DESIGN IS EMPATHY

29. journey
JOURNEY
© Philips
29

30. scenarios
SCENARIOS
© Philips

31. VISIONS
© Philips

32. EXPERIENCES
© Philips

33. Vision / Business
Simon Sinek/ VanBerlo
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34. Business Innovation / creative equity
34

35. Alex Osterwalder / Business Model Canvas
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36. Business Innovation / Strategy
36

37. Entrepreneurial Design /
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38. VANBERLO /
CREATE THE DIFFERENCE
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39. What we do
• Creating… your value
• Developing… the content
• Shaping… the future
• Making… the difference
• Developing… your value proposition
• Connecting… strategic partners
• Generating... your profit
• Improving... your impact
• Creating… your exit
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40. MORE THAN
5000 PROJECTS HAVE CREATED
THE DIFFERENCE

41. Our clients / Local presence and global reach!
From bigger corporates to smaller start-ups. Designing for internationally leading companies that are located all
over Europe, Asia and America has trained our staff in designing for global purposes.
There is no competitive conflict with your packaging program and the projects we execute for our other clients
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42. Portfolio / Product
FOODSERVICE
FMCG
HOME
CONSUMER ELECTRONICS
MOBILITY
PUBLIC DESIGN
PROFESSIONAL EQUIPMENT
MEDICAL
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43. Portfolio / User interface
FOODSERVICE
FMCG
HOME
CONSUMER ELECTRONICS
MOBILITY
PUBLIC DESIGN
PROFESSIONAL EQUIPMENT
MEDICAL
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44. Portfolio / Development
FOODSERVICE
FMCG
HOME
CONSUMER ELECTRONICS
MOBILITY
PUBLIC DESIGN
PROFESSIONAL EQUIPMENT
MEDICAL
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45. Portfolio / Communications
FOODSERVICE
FMCG
HOME
CONSUMER ELECTRONICS
MOBILITY
PUBLIC DESIGN
PROFESSIONAL EQUIPMENT
MEDICAL
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46. Solaytec /
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47. Delphi / HPV Screener
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48. Satino / Black

49. Durex / Embrace
VanBerlo designed both structural designs, the new
bottles and the new pack design. The graphic design
was executed in collaboration with the design agency
The Brand Union London.
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50. Social Design /
•
•
•
•
Verschuiving van station als doorgangsroute naar
station als verblijfplaats
Veiligheid hoort eigenlijk onder het kopje service voor
de NS: 'pride', 'trust' en 'care' voorkomt problemen
Sociale veiligheid (NS) vs fysieke veiligheid (gemeente)
Faciliteren van 'the last mile': de reis houdt niet op bij
het station; de belangen lopen veel meer in elkaar over
dan waar men nu naar handelt
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51. IF YOU DON’T MAKE A DIFFERENCE, YOU DON’T MATTER
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