The Consulate General of the Netherlands in San Francisco announced the launch of Seeing Orange: Dutch Design Week, taking place November 14-18, 2010. Developed in collaboration with local architecture and design organizations, Seeing Orange highlights the best of the Dutch creative industries in all areas of design, including architecture, fashion, industrial design and the graphic arts. Featuring workshops, lectures and gatherings that showcase the work of invited Dutch designers, the week seeks to foster dialogue, inspiration, knowledge exchange and collaboration between design practitioners, students and institutions in the Bay area and the Netherlands.
In the Netherlands and in the US, designers employ an inventive, entrepreneurial approach to problem solving and creativity. Indeed, creative ingenuity is an essential part of the Dutch personality, which translates to pushing boundaries when tackling problems. Like Americans, the Dutch value and enjoy exploring new ideas and nowhere is this more evident than in the field of design.
The design community and the public have always shown a keen interest in Dutch design, following the cutting-edge work of internationally renowned architect Rem Koolhaas, product designer Marcel Wanders and graphic designer Irma Boom. Now a new generation of talented designers, such as fashion designer Monique van Heist, graphic designers Alex Clay and Karin van den Brandt and industrial designer Maaike Evers-each of whom will be featured during Seeing Orange-are gaining prominence. The Seeing Orange program also includes noted Dutch architect Caroline Bos, co-founder of UN Studio.
The Consulate General of the Netherlands in San Francisco has responded to the enthusiasm for Dutch design by developing Seeing Orange together with strong local partners who can promote ongoing dialogue and exchange between the US and the Netherlands. The presenting partners include the American Institute of Architects, San Francisco (AIA SF), the California College of the Arts (CCA), Dwell Media, Yerba Buena Center for the Arts, locally based Dutch design entrepreneurs and the following design shops: Design Within Reach, G-Star, Hedge Gallery, LIMN Modern Furniture & Design, My Dutch Bike, Propeller, PUBLIC Bikes, and Zinc Details.