False Flat: Why Dutch Design is so Good

Description

The Netherlands is currently one of the world's poles of great modern design; a center of innovation and experimentation in architecture, urban planning, industrial design, and graphic design. From the High Modernist structures designed by Rem Koolhaas and his followers to the rubber buildings and grass-covered libraries designed by younger generations of architects; from the luscious graphic images of Irma Boom to the club-inspired graphics of Dept. and 75B; and from the slick trains and public furniture of BRS Premsela to the recycled chairs and witty assemblies of the designers associated with Droog Design, the range of design is immense, and an inspiration for designers around the world. Yet the work shares a commitment to the ideals of high modernism tempered by the knowledge that these essentially utopian forms will make their appearance in the arena of popular culture. Re-using ideas and materials within the framework of the abstractions and technological streamlining of modernism, Dutch designers approach their work with high purpose and wit. This book presents the dynamism of Dutch design, its particularities and specificity as a manifestation of things intrinsically "Dutch." Eschewing a traditional academic presentation, authors Aaron Betsky and Adam Eeuwens, with the renowned Dutch book designer Irma Boom have conceived a multidimensional structure for the book that brings to life a wealthy design culture in a rich landscape of interconnected stories. False Flat is what one experiences on a bicycle in the Netherlands when the landscape appears to be completely flat, but actually slopes up ever so slightly. The introduction to Betsky's text is a virtual bicycle ride through Rotterdam, a typical Dutch landscape - forged entirely by man. As Betsky points out, the Netherlands is a country that invented itself. The Dutch made their country physically, fighting back the sea and the rivers to make land. Betsky's bicycle ride guides the reader through the man-made countryside, illustrating the long historical tradition of urban planning in the Netherlands. Betsky's main text gives a thorough overview and insight into the historical, political, social, esthetic, and cultural factors that have led Dutch design to become so highly regarded in the world. Basing their achievements in design on four centuries of tradition, but honed by their engagement with "global culture", the Dutch present us with a design that is witty, "just enough" rather than "almost nothing," and sometimes so "normal" that it reaches the boundary of the ordinary, or even ugly. The work included in this book ranges from that of established architectural firm MVRDV, to young product and graphic designers such as Joep van Lieshout and Thonik. The text is complemented by a wealth of visual material, selected by Eeuwens, which not only illustrates the text, but goes beyond, bringing to life the diversity and often anecdotal quality of Dutch design.

Aaron Betsky is director of the Netherlands Architecture Institute (NAI) in Rotterdam. From 1995 to 2001 he was Curator of Architecture, Design, and Digital Projects at the San Francisco Museum of Modern Art where he curated Do Normal: Recent Dutch Design in 1998. Adam Eeuwens is a Dutch critic and writer currently living in Southern California. He specializes in writing about Dutch design and helped assemble Do Normal. Irma Boom is a world renowned Dutch graphic designer who has established an international reputation with her book designs. Her work is recognised for an uncompromising attitude in approaching projects, reinterpreting the facts, and adding a unique dimension to each project.

'Provides a long-awaited map for why Dutch design is once again so good.' (Blueprint) 'Saturated with eloquent enthusiasm...reflects the author's intimate knowledge of Dutch society and culture.' (Christophe Grafe, Building Design) 'Sets out to explain our love affair with all things Dutch and design-related...with a great deal of panache...There's plenty to get your teeth into...thorough, well-researched and it looks good.' (Grafik (formerly Graphics International)) 'Cleverly put together by Irma Boom...dominated by outlandish ideas and witty creations.' (Creative Review) 'The main text , by Aaron Betsky...is one of the most perceptive and enjoyable pieces of longer writing about design I have read for some time.' (Rick Poyner, Icon) 'Artfully wrought...Dynamic and vital it all undoubtedly is, served up on modish pages designed by Irma Boom...stunning examples of top-drawer contextual architecture.' (Architect's Journal) 'An excellent guide to one of the design world's hottest countries.' (V&A magazine)