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Tour of Inside Design Amsterdam

Formerly based around one main venue in Amsterdam, this year’s jubilee edition of Inside Design Amsterdam stretched throughout the city featuring over 100 locations. 

By Cassandra Pizzey /asdf 04-10-2013

As the guide book tells us in the opening sentences, even the organization of Elle Inside Design Amsterdam hadn’t expected this big of a turn out. Over 150 pages full of participants makes this edition of the design event seem closer to Dutch Design Week or any other international fair. Of course we couldn’t visit each of the locations in one day but here are some of the highlights. 


Museum Willet-Holthuysen often combines it’s 19th-century interiors with modern design, fashion and art. This time it was the turn of Mensch Made and the Design Academy Eindhoven. Part of Salon/Lace, antique and contemporary works of lace were exhibited throughout the museum made by Design Academy Eindhoven students. New garments and accessories formed an interesting addition to the historical rooms. 

Located on the Rokin, one of the first stations for the new North-South metro line is being built. This underground location is where the three ArtEZ graduates named Workmates held their group show. Joris de Groot, Casper Tolhuisen and Rick Tegelaar teamed up to show their unique blend of machine-made projects. Recent graduate Joris de Groot presented his Weld Bags, in which the shape of a simple carrier bag is combined with rubber materials and welding techniques to create a bag that is both fashionable as sturdy and waterproof. 

Academy Artemis opened its doors to the public during Inside Design Amsterdam and presented a number of graduation projects by its students. Standards are high at the academy where students get to work for some great brand such as vipp and Humanoid. It’s no longer just about styling at Artemis, as we saw various trend forecasting projects alongside product design and experience design. Some projects, such as a smart wall and floor covering system by Isabelle van den Brekel for Gamma, may even be taken into production.  

At gallery Walls we were reunited with the 010/020 show previously presented during Milan design week. This time the collective is purely coincidental and there are some new additions in the form of De Intuïtiefabriek and Studio Nic Roex. The two newcomers presented respectively SUM, a collection of porcelain ware which has different grades of materials and a series of geometric candle holders. 

Some of Amsterdam’s most exciting design shops were featured along the route such as Frozen Fountain, Mobilia Woonstudio and Scandinavian brand HAY. At Mobilia Woonstudio you will find contemporary design in spaces decorated as living rooms. Imperfect Design by Arian Brekveld and Van Eijk & Van der Lubbe was represented here showing the brand’s handcrafted design laid out on a dining room table. At HAY, Scandinavian designers and a few Dutch (Raw Colour, Scholten & Baijings) are responsible for a clean, fresh and modern aesthetic. Ranging from affordable accessories to beautifully crafted furniture, the shop has something for all budgets. 

Images: 1 & 2 Museum Willet-Holthuysen 3. Joris de Groot 4. Academy Artemis 5. De Intuïtiefabriek/Walls 6. Raw Colour/ HAY

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