In Commercial Practices, we believe artists and designers should acquire business competencies next to creative thinking. Developing a product or coming up with a genius concept is a good start, but nowadays designers are also expected to be able to promote their concepts and convince their target groups that their products are essential.
Our Commercial Practices and Business Station tutors put heads together with IN10, one of the partners from the professional field and the creator of our website, and have initiated Creative Business Bootcamp, in order to coach students towards better business competencies. IN10 is a young creative digital agency in Rotterdam that not only possesses these competencies but knows how to apply them and develop them further.
IN10 Creative Digital Agency
What a time to be a brand! Digital technology has become an essential part of our daily lives. Because of it, we are able to talk, share, work and live together in many fantastic new ways. It has also changed the way we do business, and how people interact and communicate with brands or organisations. The audience is simply expecting a lot more these days. We turn different businesses into strong digital brands, by making use of the endless possibilities of this digital age.
The first edition of Creative Business Bootcamp took place in May 2018. As a result of this Bootcamp, four students out of ten have been selected to pitch their projects during the Creating Pioneer Dinner event this year. We have asked Anne Pater, Koen Haesen and Merel Klomp & Emar Janse (Encrite) about their projects and the what they have learned during this Bootcamp.
Tell us about the work you presented during the Bootcamp.
Anne: Temperskin is the next (level) performance clothing for the athletes. For those who want to reach their next level of performance avoiding the injuries. I have created smart running tights that shows your temperature during the warming up. In addition, it shows your data in real-time and the notifies about the perfect timing; the application gives a calculated advice on how to reach better performance results safely. The Temperskin concept is based on smart sportswear where the visual designs are not connected to the smart function.
Encrite: We have designed add+nature, an awareness campaign that brings young people and nature closer together. We rebrand nature to make it more attractive to young people. Through experience, we let young people feel the stress-reducing power of nature.
Koen: By being a fanatic of longboard myself and by having used it over the years for recreational purposes as well as a way of getting around, I have noticed that carrying it around can be a hassle. And as it turns out, this is the case with every personal transportation device that is on the market right now. They bring you from point A to point B, but in themselves, they are never mobile in terms of size, weight or both. So I have created the board of the future, leaving the question ‘Shall/can I bring my board?’ in the past. The board becomes an essential part of your backpack.
What is the inspiration behind your concept?
Anne: As an athlete and a speculative designer, I have noticed that there is only a limited offer of smart sportswear, where the function of the piece is not communicated in the visual design. A perfect example of an interface where the internal functions are being visually displayed on the surface is the human skin, which transforms during high effort activities. In horse-riding they prevent horse injuries by using infrared techniques, so why not try it on humans? In the form of our second skin: clothing.
Encrite: As nature lovers and students in the city of Rotterdam, we experience the benefits of nature daily. During this project, we have investigated what nature can mean to us as a rapidly changing society and we want to make our peers aware of this. Nature is still seen as something that is far away and takes a long time and a lot of effort to reach. We are convinced that it is important to let nature become part of your daily life. In our society where many young people suffer from stress symptoms, it is important to experience the stress-reducing power of nature.
Koen: The lack of products that are truly compact and portable. And if I have to be really honest, I always leave home too late to go to appointments, so I often have to run in order to get to them in time. I thought “I need a way to make travelling faster and more fun, so I don’t have to run anymore.”
What is your dream/goal for this project?
Anne: My goal is to create products and services that are innovative and make fiction reality. My Temperskin concept is just a start in interactive and communicating sportswear. Many new but relatable ideas for future concepts are already buzzing through my head. But first, I would like to focus on graduating with Temperskin.
Encrite: Launching this project with a nice brand in order to create a greater involvement among young people. After graduation, we would like to use this project as a way of positioning ourselves in the industry.
Koen: My hopes and dreams for this product are to really get it on the market. And that people will really see, experience and share my vision regarding the future of personal transportation devices.
What keeps you awake at night?
Anne: Nothing really, as sleeping is one of my other great passions! Although I do like to make tons of notes and drawings of my ideas which I connect into a new concept during night time.
Encrite: ...ambitious ideas and Van Dobben bitterballen.
Koen: ...the details, which probably has something to do with my background in graphic design. If I am satisfied with the way my design turns out, and if I finish what I had in mind in the planned time, I can sleep.
The Bootcamp taught us to tackle our project in an innovative way.
What did you learn during this Bootcamp?
Anne: By brainstorming about many questions and follow-up steps, the Temperskin as a product has been sharpened and I have gained an insight into possible follow-up steps after graduation. After a training in pitching, I was able to present Temperskin to a possible network, which has resulted in new connections and a planning of the first (business) conversations. The Bootcamp provided a fresh look at my concept and product and brought new creative energy.
Encrite: The Bootcamp taught us to tackle our project in an innovative way. By developing a minimum viable product we have been able to test the design/project to our target group. It was interesting to get insights from investors outside the academy. They have reviewed our project in a different way which can help us in finding a focus on the practice after graduating. And how can we create added value for our project by working together with partners and brands?
Name a true pioneer.
Anne: I am inspired by many. In the field of connection and innovative creation, there are a lot of pioneers I look up to. One example of my inspirations is Studio Roosegaarde.
Encrite: In general, a creative who is not limited by the boundaries of the field, the one who brings a message into the world through creativity. A pioneer in person/inspiration: Olafur Eliasson. He is an artist concerned with the relationship between technology and nature in a progressive way.
Koen: I am a big fan of Dieter Rams, most famous for his work with Braun. He was a pioneer in seeing design as a tool to make sense in the chaos around us. His 10 principles for good design should be the basic knowledge for every designer.
Cover image: Bas Czerwinski
