Design the new Business – Documentation


This year’s symposium »Designing Business« reflects upon the relevance and current role of design in the context of contemporary economics. Rather than providing a manual for building a successful start-up business, it is concerned with the potential of design and design thinking to shape economic and social processes. Is design ›the new way of doing business‹? What trends and tendencies occur today? Is it true that anybody can be a designer today?

In economic practice, design has become an integral means of solving complex problems, discovering new opportunities and developing sustainable strategic advantages. Successful companies have increasingly turned to design, realizing the vital potential that designers’ methods and approaches offer to businesses in a challenging global context.

Under the conditions of continuous change and increasing complexity that define today’s world, the rules that operate and regulate our society and economy change with great rapidity. Against the dramatic backdrop of environmental disasters, demographic change and economic crisis it is becoming clear that the conventional means of conducting and operating »business« has become increasingly ineffective. For this reason, it is important to conceive of new ways of thinking and acting, of analyzing problems and turning problems into opportunities. Design and design methods play a
central role when it comes to solving complex problems and creatively addressing the challenges of the present and future.

The symposium identifies current trends and tendencies and dicusses the tasks and potentials of design today. It analyses how design and its methods can help developing new ways of thinking or acting to intervene in economic and social processes. Finally the symposium explores the implications for the design profession and discusses the opportunities and potential risks that are implied.

The symposium is jointly organized by DMY and newthinking communications GmbH. It is supported by Premsela, the Netherlands Institute for Design and Fashion and DutchDFA.


10:30-10:40: Welcome Session

10:40-11:10: Juan David Martin, Design the New Business

Presentation (pdf): Design the new business

Juan David Martin is a member of the student team that directed the documentary "Design The New Business". The team consists of 6 master students from the industrial design faculty at TU Delft. They were hired by Erik Roscam Abbing from Zilver Innovation, the producer and initiator of the movie, for a summer internship to make the documentary. Its objective was to explore how designers and design thinkers are dealing with rapid change, complexity, user centredness and future strategies, in a way that is helping organisations redefine their business. The team travelled accross Europe to interview though leaders, clients and partners of Zilver, and organisations at the forefront of redesigning their business.
In this presentation, Juan David will talk about the drivers that motivated the team to do the movie, the journey of filming and editing it, how the movie has been picked up globally, and how Zilver is applying the various insights from the movie in their daily practise, designing the new business for various large organisations.

The lecture is held in English

More info:
@juandavid77 @dthenewb

11:10-11:40: Carel van Houte, Citizen M

Presentation (pdf): Citizen M

Carel van Houte (1958) is member of the board of citizenM hotels and responsible for all design and construction activities of the hotel chain. Before joining the founders group of citizenM in 2006, Carel built an international career in industrial design.

citizenM is a brand new hotel chain that shook up the hospitality industry after opening their first hotels in Amsterdam. Innovation and design are at the heart of the company that is currently building new hotels in London, Paris and New York. Carel will share some of his views on thinking out of the box.

11:40-12:00: Break

12:00-12:30: Joachim Kobuss (DesignersBusiness) — Designzukunft denken und gestalten – über Nachhaltigkeit, Business-Zyklen und Paradigmenwechsel

Ausgehend von den derzeit stattfindenden gesellschaftlichen Veränderungen wird der Beruf des Designers einer der wichtigsten im 21. Jahrhundert sein – und dieser hat wenig mit dem des Designers im 20. Jahrhundert gemein. Ein besonderes Gewicht tragen die Entwicklungen und Fragestellungen in internationaler Hinsicht, die durch die zunehmende Globalisierung und den Zwang zur Nachhaltigkeit auch im Design immer mehr in den Blickpunkt rücken. Joachim Kobuss wird das anhand der Dimensionen der Nachhaltigkeit, den langfristigen Business-Zyklen und dem Paradigmenwechsel – in dem wir uns bereits befinden – erläutern.

This lecture is held in German.

12:30-13:00: Natasja Martens, Gluejeans - G+N

Presentation (pdf): Gluejeans

This talk will be about casus gluejeans.
Natasja Martens will try to give insight in the thought processes that led to the development of gluejeans,
from problem to innovation.

13:00-14:00: Lunch

14:00-14:30: Van Bo Le-Mentzel — Crowdfunding: 7 Steps to build a crowd

Le-Mentzel reveals his secret, how he set up a big fanbase with more than 10.000 followers from scratch. Via crowdfunding he convinced hundreds of people within a few weeks to collect more than 10.000 Euro for a book. Perfect for designers, startups, NGO's and marketers.

In cooperation with TRAFFIC News to-go.

14:30-15:00: Edial Dekker, Gidsy

15:00-15:30: Willem van der Sluis, Customr

Presentation (pdf): Customr

Willem van der sluis (1972) designed a demountable and moveable sports and recreation facility for illegal immigrants at the detention centre in Zaandam. Asylum seekers who have been denied residence are held here awaiting deportation. Van der Sluis based his design on a dome construction to which he added an abstract decorative pattern of holes through which the users can see outside without being recognized. The dense honeycomb pattern at the base becomes more transparent towards the top of the domes. Remarkable this construction has a cost price equivalent to that of a conventional walled cage. Van der Sluis’s domes refer to the tradition of efficient buildings and to the Panopticon, a historical model of a prison that afforded guards a view of all prisoners. Here he has reversed the principle so that the detainees are no longer visible. The facility’s beauty stands in stark contrast to its task. The wall may have disappeared but freedom is still a distant prospect. At night the domes, which Van der Sluis knowingly calls ‘sportdomes’, are transformed into beacons: the light calls attention to a hopeless situation.

15:30-15:40: Break

15:40-16:10: Olga Scupin, Martin Jordan — Service Design Berlin

Presentation (pdf): This is Service Design

The service sector currently contributes most to Germany’s Gross Domestic Product. Yet, while the German public cares a lot about being the world’s
largest exporter of the year, the phrase ‘service wasteland Germany’ unfortunately remains a frequently used one. No wonder product design is a
well-established discipline, whereas the term service design is even unclear to many designers themselves. This lecture gives an introduction to service design and discusses how service economies both change design and business. The co-founders of ‘Service Design Berlin’ will talk about the refined role of the designer and how s/he not only adds value to a business, but is in charge of shaping it. The talk intents to outline the altered design process that is
based on iterative, user-centred and collaborative components.

16:10-16:40: Chun-Yuan (Tony) Chen (Taipei Design Center Düsseldorf) — Design as business in Taiwan, and how you could work with us

Presentation (pdf): Design as business in Taiwan

1. Good Design business in Taiwan -how they create values for their business? (case study)
2. what TDC do to help the design business
3. how you could work with us

16:40-17:00: Break

17:00: Guided tour through the exhibition (DMY and German design award »Designpreis der Bundesrepublik Deutschland«) with Joerg Suermann, CEO DMY

Host: Lucas Verweij

Flughafen Berlin Tempelhof, Hangar 1, Showroom 1

Do, 7. Juni, 10:30 – 18:00h


99,00 € brutto
(Eintrance Symposium, Bundesdesignpreis and DMY on June 7, and DMY Opening Ceremony on June 6)


Photo: Binh Truong