Premsela's goals for Created in Holland are threefold. We hope to increase the market for Dutch design, and exports to Asia in particular. We seek to position the Netherlands abroad as a crucible for unique, interesting design and surprising collaborations. And we wish to encourage Japanese tourists and businesspeople with an interest in design to come to the Netherlands.
Premsela, the Association of Dutch Designers and the Netherlands Board of Tourism & Conventions in Tokyo and the Dutch Embassy in Japan are organising the group exhibition on behalf of the Dutch Ministry of Economic Affairs' Agency for International Business and Cooperation.
They visited Marcel Wanders in his new studio and dropped in on Bisscheroux & Voet at the NDSM-werf in Amsterdam. They also met textile designer Aleksandra Gaca at the capital's Lloyd Hotel. At the Westergasfabriek, they tasted the work of food designer Marije Vogelzang at Proef. And of course, they met the 10 designers participating in the Dutch group exhibition at 100% Design Tokyo 2007.
Since 2002, Premsela has been working to improve the Dutch design climate. This takes us in various directions. Design and fashion, after all, touch on culture and the economy, craft and industry, designers and manufacturers, clients and users, and amateurs and professionals, both in the Netherlands and abroad.
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