Dutch Design Week 2023

How did local cheese become a part of culture?

Although Kim So-young’s cheese brand is now well-known, over 20 years ago, when she first supplied cheese to restaurants in San Francisco, many customers rejected it simply because it was made by an unknown Asian. The chef told the servers to handle it, and the servers were left confused between the customers who didn’t want to try it. A former server recently joked that he became bald from serving So-young’s cheese. It’s a bittersweet story, but it made me wonder how she overcame this challenge, especially in a culture that holds French cheese in such high regard.

“In the 2000s, when capital started gathering in Silicon Valley, Napa Valley saw a boom in winemakers. It was when people who had studied wine and food in France began coming to the U.S. In response to wine distributors, we formed a group of 25 people who shared meals and wines to influence each other. Today, chefs and winemakers like Daniel Humm from Eleven Madison Park and Thomas Keller from French Laundry have grown with us.”

A group of chefs, winemakers, and cheesemakers came together, supporting each other and growing together for over 20 years. What I found most captivating was how they created an environment where individuals could collaborate, building and shaping a culture. In any era, every vibrant city culture has a group that leads and influences it.

Dutch Design Week was similar. The program played a huge role in spreading the reputation of Dutch Design. Despite the name "Dutch Design Week," schools from all across Europe were presenting their graduation projects there. It was so diverse, it almost felt like it should be called European Design Week. At its core is the Eindhoven Design Academy. When you realize that a design event takes place in Eindhoven rather than Amsterdam, the influence of this academy is truly remarkable.

Impressions from Dutch Design Week

Overall, Dutch Design Week left me with the impression that it’s not about creating “beauty” for the sake of it. While Copenhagen’s 3daysofdesign was Instagram-worthy at every moment, the Dutch take a more experimental approach: “Let’s try to make the most unusual shapes. Let’s mix all kinds of materials.” It felt daring, with a focus on fun in functionality and practicality. Where Copenhagen overwhelmed you with the beauty of centuries-old brands and buildings, Dutch design embraced a “what if we add something? This can be design too” attitude.

Anything can be a piece of work, and the key is the sharp thinking behind it. Without sharp thinking, there’s no outcome. This mindset is what we need at Conc, where it's not about going with the flow but about rethinking our work with purpose. I returned with a renewed sense of how important it is to define our work intentionally.

Seoul is receiving more global attention than ever before. Popeye Magazine created a City Guide for Seoul for the first time in July, and luxury brands like Louis Vuitton and Gucci are using Seoul as a runway. The quality and diversity of design happening in Seoul are also higher than before. Since 2019, Conc has been introducing materials, and in the past year or two, the scope of inquiries about materials has clearly expanded.

During Dutch Design Week, Studio GdB mentioned that Korean orders were the highest in Asia. One of their early projects was Yeseyesee’s facade by OneTwoChaChaCha. Korean designers have a daring spirit, ordering newly created material brands directly to use on-site. It’s not hard to see examples of them mixing or experimenting with materials to create their own unique pieces. Even though we might not recognize it in our daily struggles, we’re creating something truly remarkable together.

I’d like to borrow the free-spirited format and content of the design weeks I’ve experienced to help us, who are living through this era together, recognize each other’s existence. Nothing in this world can be done alone. Even the most outstanding individuals need a supportive network. If there are makers, there must be a group to consume their work, and a voice to spread it widely, both locally and globally. I want to shine a warm light on us from the perspective of insiders. We need a place that serves that role for everyone.

🍪 Tips for Those Planning to Visit Dutch Design Week or Our Future Selves

1. Exhibitions are spread across roughly 5–6 areas in Eindhoven. At the main stops of each zone, you can catch a Dutch Design Week shuttle. The vehicles are decorated with fun objects like chairs or cakes, so they’re eye-catching and make for an enjoyable sight even from afar.

2. The exhibitions run from 11 AM to 6 PM, which doesn’t leave a lot of time. It’s most efficient to have a hearty breakfast, snack while on the move, and save dinner for after the day’s events.

3. Expect rain and strong winds throughout the day, so it can get very cold. It’s best to bring winter clothes rather than fall wear.

4. Eindhoven Design Academy Graduation Show is the highlight of Dutch Design Week. Start your visit there. Microlab and Klokgebouw are large venues with impressive exhibitions.

5. When asking locals in Eindhoven for recommendations, they all mentioned Sectie-C. It’s similar to Munrae Art Village in Korea, where artists gather to work. The space is massive, and I heard it’s privately run, not by the government.

6. Though no one mentioned it, I found the Bioart Lab and the UFO-shaped Evoluon building (which hosts exhibitions) fascinating. The bio building has a rural farm vibe, making it very unique.

7. Koelhuis Eindhoven is another must-see. The old ice cream factory has been turned into an exhibition space. This year, they filled the basement with water for a hands-on exhibit where you wear tall boots to explore the space.

8. Van Abbemuseum is also worth a visit in Eindhoven.

9. If you’re into furniture design, make sure to visit Piet Hein Eek. The details in person are impressive. Don’t forget to check out the fries stand in the building next door.

10. When it comes to the entry wristbands, tie them as loosely as possible. They’re not waterproof, and they won’t come off until you cut them with scissors or a knife. We ended up having to cut ours, leaving us with short straps to carry around on our wrists.

11. In terms of food, don’t expect too much. We were excited to try a popular noodle place with a long line in the evening, but it didn’t taste like anything from China, Korea, or Japan. The food in Amsterdam was definitely better.