By Jose Berengueres. Cannes Lions Creativity Festival. Thursday 10:00AM Jun 25th 2015 IAA Cabana #17 Dutch Design Embassy. 16:9

Dutch/Design ( and How Amsterdam became

the creative hub of Europe )

BOOKS/P

0.7

1.5

2.5

3.2

desi

gn t

hink

ing

book

s pe

r m

il. in

h.

How Amsterdam became the creative

hub of Europe.

Explanation in three steps.

1. Conquer the oceans (1602)

2. Conquer England (1688)

3. Conquer the World with pot

3. Conquer the World with pot

4 Contributions of Dutch Design to the

World

“I think you’ve got the wrong idea about going Dutch!”

1. First Stock Exchange 1602

(First to legalize gambling)

LOVE

FORGIVE

NESS

Cus

tom

er C

entr

ic 2

Firs

t to

put f

unct

ion

befo

re fo

rm

3

Firs

t to

put f

orm

bef

ore

func

tion

4

Firs

t to

put f

orm

bef

ore

func

tion

4

19

Q&A!

acknowledgements: Robert Lester (UAEU, UAE), Rehan Syed (RIPE, Netherlands)