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TTP 52 Master 57 turn the page | june 2016 The best way to predict the future is to create it COVERSTORY Artificial intelligence in design INTERVIEW Richard Hutten 57 | June 2016 CONTENT 4 16 EDITORIAL Study association i.d 5 UPCOMING 22 INTERVIEW Richard Hutten 8 25 COVERSTORY FEATURE Artificial intelligence in design Futurism 13 28 FEATURE TEN GOLDEN TIPS Back to the future 29 14 FEATURE DESIGN EVERYWHERE HoloLens 2 june 2016 | turn the page CONTENT 32 42 INTERVIEW FEATURE “Identity is more Millenials as customers fluid than before” 44 34 INTERVIEW FEATURE Data with reason Ergonomics in a digital world 46 VERSUS A tale of two cities 36 ONE TO WATCH Puck Meerburg 38 FEATURE 48 Loving design ALUMNI “We add value to waste” 40 DO IT YOURSELF 50 How to hack GADGETS turn the page | june 2016 3 EDITORIAL COMMITTEE .OF 2015-2016 J Chéron Huskens Elisa Engelsma Suze Melissant Editor in Chief Acquisition Treasurer Rens de Graaf Alicia Calderón Floris Jansen Qualitate Qua Chairwoman Layout Christianne Francovich Stijn Buurmanje Ilse de Cock Secretary External Affairs Publicity We are living an exciting time to be speechless. Do not miss this number’s EDITORIAL a designer. The fast development of great interviews; go to page 22 for Droog’s technologies and the connected world designer Richard Hutten or Puck Meerburg create many possible scenarios about how in One to watch on page 36. No matter if our future could be, giving designers many you are a Millennial or not, you will find our opportunities for innovation development. guest writer’s article interesting on how this From Turn The Page, we want to portray generation is shaping the way companies É this moment in issue 57 under the name do business (page 42). I hope these pages of “A digital future”. Dive in its first pages will make you dream about the possibilities to read about Artificial Intelligence and of the digital future. autonomy (page 8) or check this edition’s Design Everywhere photo on page 14, Alicia Calderón ! an impressive image that will leave you Chairwoman 4 june 2016 | turn the page& UPCOMING HELSINKI PRIZE WINNERS DESIGN WEEK From the faculty of Industrial Design Engineering io.tudelft.nl/prizewinners September 1st - 11th, 2016 Helsinki, Finland VIDI FOR PAINTINGS UNDER MAGNIFYING GLASS Visit Finland at its warmest time of year and, at the same Last week Dr Maarten Wijntjes was awarded a Vidi time, explore the biggest design festival in Scandinavia. scholarship by NWO for his research project about how The theme of the Helsinki Design Week this year is we can apply the visual art of painters to other areas, such “Better” and will dive into the question “What justifies as online shopping. us to design more?”. Check out their website for more details of the programme and possibilities of becoming BROODBROEDER WINS AWESOME a volunteer! FOUNDATION ROTTERDAM’S PITCH NIGHT Doing something about discarded bread in public spaces and making Rotterdam more beautiful by promoting understanding between different cultural groups in the neighbourhood. With this idea, IDE master’s student Titus Wybenga won € 1,000 to turn his graduation design into reality. TEAM IDE STUDENTS WINS CLIMATE HACKATHON 2016 With the winning idea ‘Bezorgeloos’ the team focused on another distribution of delivering packages by trucks within the cities to reduce the CO2 emissions. With a local depot and a notification on an app, citizens can pick up their package. TRANSFORM September 14th - 16th, 2016 Rochester, Minnesota, USA Are you a designer interested in healthcare and how you could contribute to advancing medical technologies? In this noteworthy design conference, designers and STUDENT PROJECT HEADREST WINS doctors come together in collaboration with Mayo AIRCRAFT INTERIOR PRIZE CRYSTAL CABIN Clinic, and take a look at how human-centered design AWARD 2016 thinking has helped generated many health innovations Unfolding the side wings of the HeadRest reveals a through the past years. The three day event is filled hammock construction which cradles your head as you with speakers (including the co-author of Freakonomics lean side wards, preventing sliding and nodding. This Stephen J. Dubner), lively discussions and possibilities graduation project of Manon Kühne won the Crystal Cabin to engage with healthcare professionals and their Award in the category University. All three nominated current projects. projects were from Delft. turn the page | june 2016 7 INTERVIEW "IDENTITY IS MORE FLUID THAN BEFORE" Roland van der Vorst has been appointed part-time professor Strategic Design for Brand De- velopment. He will combine his activities at IDE with his work as managing director of Freedom- lab, an innovation lab in Am- sterdam associated with Dasym investments. Van der Vorst is inspired by the change of con- text at IDE: “I like Glattes Eis.” text by Michel Heesen | photo by Hans Stakelbeek | layout by Chéron Huskens A quick look at the curriculum vitae of Roland van der Vorst shows an impressive range of roles and functions. His personal motto is a poem by Nietzsche: Glattes Eis, ein Paradeis. Für Den, der gut zu tanzen weiß. “There are two ways of developing”, says Van der Vorst in a lounge room at the Freedomlab campus. “One way is to set a target. That is how many people and companies work: I want to lose ten pounds in six months. Or: I want five percent annual growth in the next ten years. Another way is to place yourself in a new context and let that context redefine you. It is a more risky and challenging way, but also more exciting.” 32 june 2016 | turn the page INTERVIEW Van der Vorst started his managing 150 people, writing Singapore is a place without professional career as assistant- financial reports, hiring and firing friction. It is a great place to researcher at Radboud University people.” Van der Vorst decided witness progress and see where in Nijmegen. “That is one side to quit and started his own we will be in Europe in ten years, of my personality,” says Van der communications and consulting but it is also a city without an Vorst. “I like working in solitude, agency THEY. He developed edge, almost too comfortable.” reading, writing and reflecting. champagne brand ZARB and In his current role, managing My other side is that I like to be wrote three books on subjects director of Freedomlab, on stage, talk and present. These that fascinated him: curiosity, he stimulates technology seemingly contradicting activities hope and camouflage. “I was experts, strategists, creatives, are often complimentary. For curious about my own curiosity entrepreneurs and managers example, after you've locked and I wanted to learn about in working together to use their yourself up to write a book, its hope: why did I have a bumper creativity to solve the problems publication will get you on stage.” sticker promoting Obama? The of tomorrow. common denominator in my books is expectation. Branding “The world has become a "Place yourself in a is the business of expectations. slippery place. What if Trump Curiosity is about challenging wins the elections and Chinese new context and let that expectations.Hope is a confident GDP growth is two percent less context redefine you. expectation.Camouflage is than we expect? Will we face about positioning.” a new housing crisis? Between It is a more risky and this interview and its publication, challenging way, but also While working on a commission the world could have changed in India, travelling between his dramatically. There's huge more exciting." offices in Delhi and Amsterdam, volatility. The whole world has Van der Vorst experienced mid- now become ‘Glattes Eis’. After two years of academic life doubts. “I wanted to leave the Companies struggle positioning research, he joined FHV/BBDO, communication business. I had themselves in all this. Identity has at that time the biggest branding enough of raising expectations become much more fluid than agency in the Netherlands. without the deliverance of the before. Apple, for example, is “There, I experienced how context promise. I wanted to switch now also designing cars. Will redefines you. I switched from from promise to performance. they also design a toilet? Or the introvert, deep and long- What does a man do when he offer insurance?” term academic world, to the experiences a midlife crisis? He extravert, impulse-driven world of either buys a Harley, runs the How should students prepare for advertisement. During the day, I New York marathon, looks for a this volatile world? “My son plays talked to clients and managed my new girlfriend or all the above. I with Lego. When it collapses, team. In the evening hours, I felt none of this was a good idea, he doesn't bother, doesn't think wrote my PhD-thesis on branding." so I decided to jump again: into of it as a setback. He just starts the world of investment funds. A building something else. That MIDLIFE CRISIS friend in Singapore asked me to mentality will help. I believe In 2001, he witnessed a big start a fund with his money.” students have chosen the right change. “It seemed like everything faculty to prepare for this world: collapsed. Our office lost four big SLIPPERY PLACE design thinking, experimenting clients in one year. The 1990s With his family, his wife pregnant and trying to bridge contradictory egomania and belief in progress, of their third, Van der Vorst demands is part of the DNA of driven by technology, suddenly moved to Singapore. “Singapore this faculty.” 3 came to an end.” Two years later, is an interesting place, fully he became leader of the pack. designed by engineers. What “I learned a lot but in the end I does an engineer do? He solves www.rolandvandervorst.com was not really happy in that role, a problem, takes away friction.
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