MVRDV founder and Dutch mastermind Winy Maas has been named as ambassador for this edition of Dutch Design Week (DDW), alongside designers Lonny van Ryswyck and Nadine Sterk of Atelier NL and Dezeen founder and editor-in-chief Marcus Fairs. This year, for the first time, the DDW appoints three ambassadors instead of two representatives. 

"This decision has been taken to underpin the international nature of the ambassadorship, something that all three ambassadors are known for, according to the organisation behind DDW (Dutch Design Foundation)," stated the organisation.

The 16th DDW, the biggest design event in Northern Europe, will take place in Eindhoven, Netherlands from Saturday 21 until Sunday 29 October. The organisation expects 2500 participants this year, who will present work and concepts distributed over 100 locations. 

"Since 2009 DDW has appointed two parties from the field of design to champion Dutch design in general and the week in particular. This year three ambassadors have been chosen. They truly represent design across the board and will deploy their networks to create links," added the organisation. 

"Above all, they form a sounding board for participants and visitors and, together with the organisation, they develop a number of special activities that will take place during the week."

Winy Maas, architect, urbanist, co-founder of MVRDV and founder of The Why Factory, will represent innovation in design this year. Prof. Winy Maas undoubtfully  pushes the boundaries of design and architecture in numerous fields by developing experimental and strategical tools for the future cities. 

"The architect, professor and urbanist is able to make changes tangible through continually pushing the boundaries of his professional field and through laying exceptional multidisciplinary links. This is easy to see in the projects he has developed and completed with his agency MVRDV in the last few years," noted Dutch Design Week.

Titled as Motivation Ambassador, Winy Maas said that "Dutch Design Week shows design the way I like to see it: as an investigative and linking factor between various disciplines and trends. This is also how I intend to approach the coming edition: I want to encourage visitors and colleagues to look beyond our borders." 

"I can help here to improve the relationship between products and future city. With which products can I approach the future. I expect an exceptional edition, with plenty of space for surprising collaborations, cross-overs that lead to new insights and results that will shake up and expand established ideas," added Maas.

Nadine Sterk and Lonny van Ryswyck of Atelier NL

Another motivation ambassadors of the DDW will be two designers Nadine Sterk and Lonny van Ryswyck from Atelier NL. "At the other end of the spectrum stand Lonny van Ryswyck and Nadine Sterk from Atelier NL, people who have already been working in the field for a decade. These designers lead with their purity, integrity in their work, in everything they undertake. Their unique methods are considered as the benchmark for research in design," stated the organisation.

"We are passionate about sharing the wonders of everyday things that normally go unnoticed. You can see this recognition in all aspects of our work. From students and scientists to neighbors, children, and artists, we bring people into our process; by becoming part of our work, they begin to appreciate the wealth of local areas in new ways and thus identify more deeply with their surroundings," said Nadine Sterk and Lonny van Ryswyck.

"As DDW ambassadors we would like to engage people both with our work and the future possibilities of design via sand as a versatile and diverse medium. Each grain of sand tells a story of connection between local materials and humankind over time. Sand has an innate ability to impart knowledge about the earth. We help sand to tell its story through collaborative contribution and storytelling by design."

Dezeen founder and editor-in-chief Marcus Fairs

The third ambassador has been named as Marcus Fairs, who is founder and editor-in-chief of online magazine Dezeen, the week will gain more depth and impact. Marcus Fairs is the first journalist to receive this title up to now, noted by Dezeen.

"As a journalist and design critic he is known to be a gifted debater, is adept at bringing developments in design to a global audience and is able to evaluate Dutch design from an international perspective like no one else," stated Dutch Design Week.

"I'm delighted to be the first-ever international ambassador for Dutch Design Week, which for me has always been the most future-focussed and provocative of all the world's design events. Dutch design has been among the world's leading design cultures for many years, and Dutch Design Week is often the crucible that first showcases the most promising new talents and ideas," said Marcus Fairs.

"I am also a huge admirer of the positivity and energy of the city of Eindhoven itself, which is a role model for how a post-industrial city can reinvent itself as a dynamic creative and technological hub. I'm hugely looking forward to being part of this year's event and helping to share it with the world."

All images © Martin Dijkstra

> via Dutch Design Week