Dutch Design
Dutch Design is a term used to connote design in the Netherlands, particularly product design. More specifically, the term refers to the design esthetic common to designers in the Netherlands. Dutch Design can be characterized as minimalist, experimental, innovative, quirky, and humorous.
"Dutch design is simple and powerful", according to Hugo van den Bos, strategy director of Dutch graphic design studio Koeweiden Postma. Author and journalist Tracy Metz notes that, "The Dutch have the ability to make fun of themselves. Also it's a matter of combining things that usually don't combine at all. Dutch designers are good in using materials that look worthless. The designers give them a new value."
The Netherlands were primarily known for graphic design until the 1980s, when the term Dutch Design started to come into popular use. The term came to be closely identified with a group of Dutch product designers who have gained international recognization particularly from the 1990s onwards. These include Maarten Baas, Jurgen Bey, Richard Hutten, Hella Jongerius, Wieki Somers, Hester van Eeghen and Marcel Wanders, as well as internationally recognized design firms and collectives like Droog and Moooi which helped gain prominence for Dutch designers at major design events such as the Salone del Mobile in Milan. More broadly, the term could be extended to fashion designers such as Viktor & Rolf and architects such as Rem Koolhaas and Francine Houben.
