Designers are continuously faced with new challenges that require a change. A change of direction, of perspective and of world vision. For Dutch Design Week 2017 and together with the Dutch Design Foundation, we chose the theme “Stretch”. Because only by stretching can we make space to innovate and to renew.
For the campaign, we stretched the boundaries of key design themes such as uniqueness, originality and ownership and worked together with fifteen prominent Dutch designers. We created new forms from their existing work. The work was stretched, morphed, dented, cracked, blurred, contorted and warped again and again. This generated unrecognisable, exciting, aesthetic and sometimes even completely absurd images.