Driving Dutch Design

From January 2020, we - 22 designers - have been learning and reflecting on the value of our practice as part of Driving Dutch Design; a renowned talent development program for creative entrepreneurs.

Every year, Patrick Aarts (BNO) and Katja Lucas (DDF), on behalf of ABN AMRO, select twenty studios for an intensive professionalisation process. For ten months, the selected designers, the Drivers, follow joint master classes in the areas of profiling, financing, business operations, presentation and communication.

more about the program:


This year, everything is different

DDD 20

Due to COVID-19, the majority of the program has taken place online and each pillar of the program has been adapting and moving with the moment.

In this state of transformation, we as a group have been collectively researching, re-evaluating and re-inventing the value of our design practice and of life in general. As creative entrepreneurs, we do not shy from what is not possible, we search for new possibilities. Following our problem-solving and inquisitive nature, we embrace the uncertain. For an unexpected journey adds unexpected value to the destination.


We invite you to join us on this journey. With the destination not being a place but a new perspective on value.

In the lead to Dutch Design Week 2020 we investigated the theme of “value” in six sub-themes: Reconnect, React, Research, Reflect, Reinvent and Rebel. During Studio Sessions – 6 meetings of 60 minutes with 3 or 4 Drivers – we focus on one of the themes in relation to the post-COVID-19 era. How is this world going to take shape and how can creative entrepreneurs (designers, artists, artists, thinkers and makers) play a role in this?

The journey starts now, explore our themes, follow us and dive into our online exhibition presented during Dutch Design Week 2020.

When the world comes to a standstill,
what remains important?

Driving Dutch Design is sponsored by