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until the 1980s the Netherlands was mainly known for graphic design. generic, contemporary dutch design, including interior and fashion, began to flourish in the 1980s. internationally recognized designers include Maarten Baas, Jurgen Bey, Richard Hutten, Hella Jongerius and Marcel Wanders. these visionairs, as well as internationally renowned design agencies and collectives as Droog and Moooi were responsible for the growing prominence of dutch design. which was shown to the world at the salone del mobile in milan and other important design events.
let’s not forget the importance of education; the emergence of Dutch design was made possible by access to high-quality design schools. the design academy in Eindhoven has produced a series of well-known designers, is internationally acclaimed and has been elected "without question the best design academy in the world." another highly regarded dutch design institute is the Gerrit Rietveld academy.
corporate support has played a major role as well. in the Netherlands, design has become an integral part of the production cycle. good examples are the Amsterdam based design collective puik art and soon salon.
above all, Dutch design intends to surprise and add value to the every day life. often with a smile.