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MODULE ASSIGMENT PART 1

trend setters PREPARED BY PIA VOGT ALINA AUST DOROTĖJA NORKUTĖ GODA KUJAVSKYTE TIMEA LAUX ISABELLE RAADSMA


preface

This magazine is written by the students Alina Aust, Goda Kujavskyte, Timea Laux, Doroteja Norkute, Isabelle Raadsma and Pia Vogt. It was created as our Module Group Assignment and because we had the demand of EFTI (European Tourism Futures Institute) to make this magazine as a tool for their research.


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Publisher: Alina Aust, Goda Kujavskyte, Timea Laux, Doroteja Norkute, Isabelle Raadsma and Pia Vogt Place of Publishment: Leeuwarden, the Netherlands Date of Publishment: March 2018


introduction This magazine is about things we find cool. But it’s not as simple as it sounds. Finding something “cool” means not to only think it is in style, it means appealing, inspiring and future proof. The cool organizations, companies, and projects, found in this magazine, were very consciously chosen and analyzed to have the best selection for everyone who is curious about the interests of young people. We don’t only want to show you what we find cool, but why we find it cool and inspiring. This magazine is for the leisure industry as a tool for research, but not only; for us, the 6 girls who wrote this, it is more than that; it is our opinion, our thoughts about innovation and what we think is going to be a big part of the future. In order to find the coolest and trendiest organizations, we utilized a method called “Coolhunting”. Coolhunting means to spot future trends (DJS Research Ltd) and “making observations and predictions as part of the search for cuttingedge trends” (Peter Gloor & Scott Cooper´, 2007, p.5). We chose to go to a large city for our coolhunt, to find inspiration. Where there is a lot of people, there is a lot of ideas, different opinions, and styles. It increases the chance of finding new trends, cool new projects or ideas of interesting minds. Our choice of city was Utrecht; so one beautiful Wednesday morning we all packed our smartphones and gloves (it was freezing) and drove our way to one of the prettiest city in the Netherlands. But of course, we didn’t go unprepared; we already searched the internet for places to visit and that we shouldn’t miss. Checking out tourist pages and social media websites like Instagram, Pinterest and Facebook that had informative accounts about pretty spots in the city, trendy restaurants to visit or events happening in the city, mainly defines our research. When we arrived, we had a plan of going to a restaurant, visiting the Dom of Utrecht, looking for locations for the lights tour and more. Being in the city, we realized that Coolhunting can’t really be planned. The restaurant we found on the internet turned out not to be as cool as we thought, so we went somewhere else. In the end, after we visited the places we planned to, we just walked around without a plan, going wherever we saw a pretty street or outstanding house. Randomly walking around like that we spotted cool places, shops, bakeries, etc. spontaneously. And that is what we learned about Coolhunting. It is hard to search for cool things; you can’t just type it into google search and get the results you hoped for. When we walked around trying not to look for trends or innovative products in a forced way, we stumbled upon some things we want to present you in this magazine. Of course, not everything in here was found in Utrecht; it is a cool city, but there is also cool things beyond.


COOLHUNT

amsterdam light festival

THE BRIGHT FUTURE OF ART Innovative art form With all the recent developments in technology, it would be a surprise that art wouldn‘t keep up – out of the LED light revolution, a light festival in the heart of Amsterdam was born. Using the light as the media and the dark setting of the winter streets of Amsterdam, this festival creates a widely accessible exhibition all over the city, not only brightening up the darkness, but peoples’ moods and minds.

DOROTĖJA NORKUTĖ

Versatility and interactive nature of light Just like one beam of light can be split into every color of the rainbow, the light festival does just the same with art. As light is a very universal media, it can be used almost anywhere at any timewhich means that art created with it has little limitations. Used in a public setting, light art can make use of already existing urban and natural spaces, giving them a new look and meaning. The festival exhibits can be seen on land and water, making it a very wholesome experience. Not only that, but some installations can be made interactive – giving the light art a completely new lawyer, and allowing the viewer not only to admire but to get involved with the art.


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worldwide collaboration  The art installations art created in collaboration not only with Dutch but with many other international artists. Hundreds of artists from all over the world present their ideas and a jury selects the ones they see as the most groundbreaking and innovative. This competition of ideas makes sure that the festival is always boiling with the newest and the most interesting installations and also ensures diversity of ideas and perspectives. This also means that more often than not, the light art is understood universally which also highlights it’s limitlessness.

DOROTĖJA NORKUTĖ


domunder In the Heart of Utrecht, right under the Domplein square, there’s the hidden gem of history - DOMunder. The nominated and award-winning museum has taken a different approach towards history and its exploration, by incorporating the newest technological developments. Step into the shoes of an archeologist. Have you ever wanted to feel like a true archeologist and to discover the secrets of the past by yourself? The DOMunder gives you the chance to experience the pleasure of discovery by giving you a chance to explore the ruins of the Dom square by yourself with an interactive torch, which not only lights up the exhibits but literally brings history to life! And for those who want a more in-depth look into the history of the square, an expert archeology guide is also available, so there’s something for everyone. Let the history unveil itself in front of your eyes. The torch sets off animated films and various CGI effects, which in a blink of an eye transfers you hundreds of years into the past. The DOMunder lets you see the Dom square all through its 2000 year history- from its golden age, when the castellum Traiectum was built by the Romans, to the time of its decay when a tornado destroyed the name of the Dom cathedral in 1674. DOM under lets you travel through history, making it an unforgettable experience.


COOLHUNT

the old meets the new ADRES: DOMPLIJN 4 3512 JC UTRECHT 

FUTURE POTENTIAL OF THE PAST Have you ever found a museum boring or old fashioned? DOMunder is a great example of modern technology intermixed with the timeless heritage of the past into a much more interactive and unique experience. By bringing in the newest technological developments to cleverly enrich a rather traditional archeology museum, DOMunder takes took the first step in ensuring the future development of the representation of our history by making it more interactive with modern technology, thus more interesting for the wider public.

DOROTÉJA NORKUTÉ


COOLHUNT

Dgtl festivals revolution

During the last years, festivals received a lot of attention. Especially through social media, they gained more and more popularity and the request for more is increasing dramatically. However, a lot of people aren’t aware of the big environmental problem that festivals cause. The environment is being polluted, for example through the big amounts of waste of the visitors, the food waste, the emissions that are released by everyone involved and the energy that is needed to hold an event of this size. Sustainability is very much needed in order to be able to ensure a truly unique experience for everyone in the (far) future.

DGTL Festivals (Digital Festivals) are series of festivals that are being held in Amsterdam, Barcelona, São Paulo and Tel Aviv. During these festivals, the visitors get to experience world known artist mixed with newcomers who show the potential to make it big. This mix is only one of the reasons why the festivals have a big future potential. Next to the exceptional line up, there is something else that can convince the visitors. They are one of the first organizations to tackle the problem of sustainability during festivals. Therefore, they created an initiative, the DGTL Revolution.

sticks out from the mass With the help of Revolution, they want to make their festivals sustainable. The concept is well thought through, it’s remarkable how much effort was put into it. It starts with the food: Everything that the visitors, the crew, the security and even the performing artists eat is provided vegetarian and provided by local farmers and food suppliers. Long distances of transport now belong to the past. By presenting only meat free, vegetarian dishes, the overall use of water for the festival and the greenhouse effect will decrease and the intensive livestock farming and wildlife destruction will be opposed. In addition to that, the initiative introduced an ingenious compost and recycling system: all the biodegradable food waste will be manufactured into compost, urine will be returned to water and plant fertilisers, there will only be reusable hard cups with a deposit system to prevent waste on the floor.

TIMEA LAUX


COOLHUNT

why veggie?

Even when it comes to the consumption of energy, they worked on a solution: It is ensured that energy will be saved at all costs and for the whole duration of the festival, only green energy is used and these are only a few projects that they work on. Everything is truly sustainable. Self-efficiency and sustainability are the main priority and the Revolution team is always working on finding new and better ways of providing and ensuring sustainability. Their main goal is to not only raise awareness of the environmental problems, but also to work and present solutions, to finally act on the issues at hand.

TIMEA LAUX

Especially young people start to pay more attention to the topic of sustainability, after all they are the generation that has to take care of our planet when it is destroyed piece by piece. It’s becoming more and more popular to live a vegetarian or vegan, but most importantly environmental conscious lifestyle. The concept of sustainability is not only attracting to visitors, it also sets a grand example to other festival organizations who do not consider sustainability in their planning yet. With this mentality, DGTL Revolution sticks out from the mass and surely will play a big role in the future of festivals.


trajectum lumen utrecht Those who decide to follow the Trajectum Lumen in Utrecht can expect a beautifully illustrated stroll through Utrecht’s city center. You may think that we are talking about a usual city walk that guides you around the city center and makes you look at a couple of buildings and some nice trees and call it a day, but the Trajectum Lumen is far from it. Its characteristic feature is the time of the day that allows this walk to happen. The usual time to take a walk around the city would be daytime when it is still light outside and the sun is shining. But for the Trajectum Lumen, it is essential to follow the route when the sun has already set and it‘s starting to get dark outside. With the help of a map that can be downloaded from the online website or an app that was specifically designed for this light route, everyone can follow it. It is truly easy: The map suggests a starting point and provides you with all the information you need on every single stop that you will pass. Additional illuminated arrows that are being projected on the roads or on the walls of houses also help you to find your way around the city in the dark. At the moment, the light route consists of 15 big stops. All of these stops include a light project. This means that the building, attraction or monument the stop displays has been illustrated by a national or international light artist. Instead of appearing in their normal everyday condition, the stops are now being represented in colorful lights that make them shine in a new way that can’t be seen when it is still bright outside. Some lights show insights to what has been there in the past and portray the original characteristics of a building, things that couldn’t be seen otherwise. In addition to these 15 main stops, there are 8 more small light projects. They mainly consist of bridges that cross the canals and they are being beautifully illustrated, just like the big stops. It is possible to do this walk from the moment the sun sets until midnight and it is up to every visitor to decide whether they want to arrange their stroll independently with the help of the map and organize their visit the way they want to, or to book a tour in the local tourist information centre and take part in a guided tour; there are no costs 

LET THE LIGHTS LEAD YOUR WAY


COOLHUNT

explore the city by night

Since its launch in 2010, the Trajectum Lumen has impressively grown in size and the organizers are always working with artists to add new projects to the route, so it gives everyone the opportunity to come and walk along the route several times as there are always new things to explore. The way the attractions are being displayed with light artworks is something that can’t be found in a lot of cities and makes this route special and unique. It is inspiring to look at the artworks, to take pictures of and with them and to learn about what every artwork individually stands for. Visitors won’t feel bored because there is so much to see and explore, it is definitely worth taking the time and enjoying a nice stroll through Utrecht at night.

TIMEA LAUX


tentree the charity of the future  This website has a very simple structure: Just shop and for each product you buy, ten trees will be planted. How easy! Just visiting the first page of their site already creates a certain kind of interest and catches one’s attention. The starting page is mostly set up by pictures, when you scroll down a bit, there are only pictures with looks you can buy by clicking on them. All of them are very aesthetic, in beautiful surroundings and pretty places in nature. You see them and you feel the happiness of the people in the pictures and can smell the fresh air and feel the sun shining. They inspire you to keep this pure beauty that is nature alive; they make you want to be a part of this project, this movement. You can get a lot of information about their projects on their website; you can see that they already planted over 19 Million trees, but also where and why. The principle, in general, is really easy; you buy a tshirt, sweater, bag or whatever you like and with every purchase made, there are going to be 10 new trees planted. How cool is that? You can help the environment without even getting up from the couch, without just giving your money away to charity. You also get something out of it; apart from a good feeling about helping nature, you also have a cool new piece of clothing now. 


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You can find so many information about where the trees are planted, how you can track the ones that are planted because of you. You get involved so much in this project and that only by being at home or wherever you like, just being on your laptop/phone/etc.

"ALL YOU HAVE TO DO IS SHOP ONLINE; IT'S ALMOST TOO GOOD TO BE TRUE"

The fact, that they already planted over 19 million trees, impressed me so much and gives one hope that not everything is lost yet. It sparks believe that there is still a possibility to change something in this world. It is really inspiring to see how many people already participated and how this company grew so much. By no doubt has this company a bright future ahead of it. More and more people want to participate in saving the planet, but so many, especially young people, don’t always know how to do more then trying to save energy and water, buying better products in supermarkets and so on, or simply cannot find the time. That’s why this website is such a gamechanger; you can finally help without having to go all out, or out at all! All you have to do is invest some clicks and some money, but you’re not even just giving the money away, but buy something from it. This website is not a charity, it’s a revolutionary company which makes us all help being a part of their project of changing the world for the better.

PIA VOGT


utopia Utopia – no, that’s not the name of next science fiction movie, but of a website that wants to make your life better. Utopia provides information about everything useful you want to know or didn’t even know you want to know. They have articles about anything in any category there is, starting with food, diet and health, over to fashion, cosmetics and consuming or topics like business, finance and jobs, and more. But that’s not everything. They don’t just inform, but try to help. They give you tips what products to buy, whether you want to be healthy, cheap or support local farmers. They compare different electricity providers, in order for you to find the one suiting you or give you advice on where to go on holiday, depending on what kind of holiday you need. Most importantly though, they manage to combine all of these different categories and aspects of life with sustainability and supporting the environment. They don’t only want to improve your life, but the “life” of Earth as well. A lot of people are not well informed about how to live sustainably, think it’s unnecessary or too expensive. Well, this page will show you that it is possible for everyone to have a sustainable, but still an easy manageable and enjoyable life without having to cut out everything that is bad (but fun or delicious). They’ll show you how to replace those products with better versions; better versions for the planet, but also better for you. And to make all of that even more affordable and accessible, they provide discounts and give-aways with organisations they cooperate with.

"NO, THAT'S NOT THE NAME OF THE NEXT SCIENCE FICTION MOVIE."


COOLHUNT

goodjobs MAKE THE STEP INTO A NEW FUTURE MORE EASILY

They also have a category called “GoodJobs” where they present jobs from companies they believe in, to help their readers in big life decisions as well and to make the step into a new future more easily. So in general, they just want to make your life and your little word better, or even the best; your own little “Utopia”. Everything is presented on a very structured and modern website, so even the browsing is made easier by them. You don’t just have to look for the right information or article, but the article finds you through great suggestions on the site. This website has a bright future ahead of it, considering that people constantly try to improve themselves, their behavior and of course also their expenses. Utopia will never get out of style because living a healthy, happy and sustainable life will never go out of style. In fact, it will be the only trend that stays (because it's sustainable… get it?).

PIA VOGT


COOLHUNT

old fashion is the new fashion!

WE ALL LOVE 80’s 90’s 00’s is a legendary party with a different clubbing style every month with leading locations in the Netherlands. They are organizing parties with the most amazing 80’s00’s hits and well decorated locations! Never tried that? YOU SHOULD!

300 hundred years is a big-time span so the possibility to find your favorite style of music is more than big enough. The whole environment is also pretty different every time, so if you’re looking for an alternative that can make going out exclusive and unforgettable every time – it's definitely for you.  

When it comes to nightlife in the Netherlands, we can find so many clubs, but they all are quite similar – techno and pop music is running the club industry. Since we all have a different taste in music, it is hard to find a club where you can go with your friends without fighting which music style should you choose. 

All entertainment details are the same as the whole club and nightlife industry. Music and the audience meets an absolutely new environment style and fashion for clubbing. So, young people going there with their friends and even with their parents and older audience have a chance to go out like the old good times! Isn’t that interesting to try?  

GODA KUJAVSKYTE


COOLHUNT

some more reasons to visit: "we all love 80's 90's and 00's OLD SCHOOL VIBES 100% quality of music - best DJ’s playing the music that makes you feel like you are flying back to those old days with retro visuals and legendary films!! Age doesn’t matter! You are always welcome, whatever your age is. The event is for every age group who wants to feel old school vibes again. WE ALL LOVE 80's 90's 00's is constantly repeating at various locations in the Netherlands, so you can choose not only the day when you want to go, but the city as well! The party is always waiting for you.

GODA KUJAVSKYTE


COOLHUNT

secret cinema “I WISH I HAD A LIFE LIKE IN THE MOVIES… EVERYTHING SEEMS TO BE SO EASY” We are hearing this phrase a lot in our daily lives. But we can assure you that after the “Secret cinema” experience, you will be more careful with this phrase's real meaning. “Secret cinema” is an event with the main purpose to watch a movie, but there are some reasons why it's so exclusive, particular and special. Imagine if you’re not going to watch the movie, but the movie is coming to life. Sounds weird? It’s not the only extraordinary thing about this new but really successful event “Secret cinema”. Firstly, they don’t have a fixed location. When you’re buying a ticket, you will receive an email with further details on your attendance in the weeks before your arrival. Without an email, don't even expect to know any details. Also, they make you turn your phone off and put it in a silver bag. So that makes it even more exciting and absolutely not common for these days, because other events try to make you promote their event through social media and other ways.  It’s the perfect opportunity for you to feel like an actor or at least viewer who is involved in the whole action. There are some types of movies where you can feel excited and happy and others where you are feeling emotional and confused. Definitely worth a try. 

GODA KUJAVSKYTE


COOLHUNT

sssh, tell no one that we told you that much. go and check it out!! 

"GO EXPLORE AND ENJOY" ERICA UC

Secret cinema are storytellers, explorers, place makers and cultural entrepreneurs making and creating unique places for social encounters, adventures and discoveries where films come to life. You can feel physical contact, participate in chases or just enjoy the show from a safe but still engaging distance. The coolest thing is that it's not only for fun; It's a once-ina-lifetime experience that you'll never forget. . 

GODA KUJAVSKYTE


coffee & coconuts Coffee & Coconuts Located in the former cinema ceintuur theatre - the coffee & coconuts, a funky and fresh place, opened their gates for you to enjoy the overwhelming energy of the city as well as experience the calming atmosphere and mood of your perfect vacation. You’ll notice CT coffee & coconuts is not just another coffee corner or bakery, like any other, you find in Amsterdam. Known for their wholesome and varied food, the meals most of them organic, are sourced from local farmers and made with high quality standards.   Cheerful people who love to create a whole new experience for you out of their passion. Enjoy the abundance of life, right in the heart of the city, when you’ll experience your first sip of great quality coffee or fresh coconut juice. Inspired by their own ideal of relaxation the owner created an unique atmosphere and store looking like an utopic beach bar in the caribbean. Three light filled floors, white-washed walls interplay with the industrial elements of red brick and piping, along with rustic wooden furniture, comfy linnen cushions, long shared tables, and green plants. A Combination of modern and simple components creating a natural interiour reminding you of your ultimate getaway.

ORGANIC AND


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let's go to Amsterdam Their concept is well-thought through, innovative, and establishs a locality where you can calm down and flee from your stress, work and uneased surrounding. Located near the city center, you will experience the bohemian lifestyle affected by local artists, students and international locations in direct vicinity, connecting all kinds of generations, cultures and lifestyles. This cafe will have an outstanding success looking into the future. They totally achieved to build up a place to escape your daily hassles and . It bursts the superstition that relaxation, the feeling of diversion and lightheartedness must hang together with vast amounts of money or world tours, but can literally happen in front of your door. 

Do you wish nothing more ardently than just letting all worries behind you, keeping up your feets and slurping a delicious cocktail at a utopian beach bar? This no longer has to belong to the past. The Coffee & Coconuts not only gives you the opportunity to experience this feeling, but opens new gates to completely other dimensions of full ease, pleasure and passion. Enter a new world, celebrate the diversity of life within a space of creative spirits and enjoy the moment in ist fullest. Directly in the beautiful city of Amsterdam.

ceintuurbaan 282-284  amsterdam 

ALINA AUST


COOLHUNT

VR escape room time

Located in the middle of the city center of Utrecht and built in the old bankmuseum and mint-buildung, you will find something really special. If you're the kind of person who simply can't stand the idea of participating in an Escape Room-esque experience then it probably means you haven't been to the Virtual Reality Escape Room „Time“. With VR-Escape Rooms build up all around the world it's the first in the Netherlands and has changed the main perception and experience of your escape.   The leisure industry of escape rooms are currently experiencing a big boom and popularity - therefore it's the more important to stand out from the crowd. What makes this escape room so special is the virtual reality. You will be trained to a team of "Time Chasers" solve several riddles to get closer and closer to the escape and save the world from its demise. The most overwhelming is the fact that everything is possible. Travelling through time, meeting mammots and dinosaurs in the prehistoric age and ending up in the scenery of the second world war, is no longer impossible.

ALINA AUST


COOLHUNT

and remember: it's almost time!! ADDRESS: LEIDSEWEG 90 3531 GB UTRECHT

The inventors were driven by the challenge of creating a place where people get a brand new experience, especially since there is an amassing of escape rooms nowadays. Building up something that is not there yet, where people are still a bit skeptical about it. Devised with the purpose to blow people away, excel all your imaginations and the aspiration to break into new dimensions. Do you want to be the first in Europe to play this unique escape room? Keep an eye on the website and remember: It's almost TIME!

ALINA AUST


stan & co iStan and co café/ restaurant that’s all about friends and food. You can come here any time of the day: they have coffee, lunch, bites, wine and a lot of cocktails. In the evening, the restaurant gets transformed into a dance floor with great music. They have 60 open wines that you can try and every Friday is a GOOD WEEKEND/GOOD WINES event. Between 16.00 and 19.00 you can celebrate the beginning of the weekend. Two times a month they organize a gin & jazz night where the two best things of the world come together. The tables from the restaurant get removed and there is a big dancing space created. Stan & CO has a broad target group and that’s what makes it so much fun. People from divergent age groups can enjoy lunch, dinner and a good night out together. From the outside, the restaurant looks very conventional but as soon as you enter it, you step into a whole new world. Because of the dark surroundings, a cozy and warm feeling is created, as well as an industrial look through a lot of plants. in the menu, you can find a lot of unconventional drinks and dishes. so it is a great place to visit when you want to broaden your horizon an explore new tastes.


COOLHUNT

where can you find STAN & CO

SGANZENMARKT 16A 3512 GD UTRECHT

EASY EXCESS stan & co is located in the city center of Utrecht

WHY VIST STAN & CO a warm and welcome feeling as soon as you enter the building

MONTHLY ROLL-UP REPORT stan & co offers a brought rage of no alcoholic cocktails 

ISABELLE RAADSMA


COOLHUNT

olivier THE PLACE TO DRINK BEER

in the city center of Utrecht, you can find a strange place where you can drink a beer. Cafe Olivier is located in a former church!  it's not just an ordinary, but a secret one. Nowadays, it's a Belgium beer cafe where you can enjoy a brought range of Belgium beers and if you are hungry you can also get typical Belgium dishes like mosses and ham.

TASET ALL THE BELGIUM BEERS!!

From the outside the building doesn't look like a former church at all, you really have to know the place to find it. When you step inside, you still have the feeling that you're walking into an old church. The cafe holders try to keep most of the church details intact.  There is still a church organ and wooden sculptures of angels and Maria.  it's a great place to visit with your friends and family. There is a big game access where you can find some nice games to play. This all creates a very warm and welcoming feeling.  So, if you are in Utrecht and would like to try some special beers, Olivier is the place to be! 

ISABELLE RAADSMA


COOLHUNT

where can you find CAFE OLIVIER

ACHTER CLARENBURG 6A 3511 JJ UTRECHT

FOR WHO? it's for all the beer lovers who want to try every Belguim beers.

WHAT IS THE TARGET GROUP? its the perfect place to visit with family and friends.

ISABELLE RAADSMA


conclusion The journey to the „cool“ From our first steps to Coolhunting in Utrecht to this magazine that we put together, there has been a long road- one of many realisations and discoveries. The struggle What we first realized about coolhunting is that it‘s not as easy as it might seem–to find things that would not only be innovative and future-prof, but also original and inspiring- that‘s the true challenge. And defining what‘s cool was one of the biggest challenges yet. How do you know, that what you find cool will also seem cool to others? It‘s so subjective. Almost an impossible task. Or so it seemed. The reward But what we also learned is that sometimes you just have to take a deep breath and see where sheer inspiration can take you. Because it‘s more of a state of mind. It‘s more about how it makes you feel and do. Why? Because we are the future. The innovation. The inspiration. It‘s supposed to be subjective because what we find cool inspires us to create something cool as well. That‘s what we feel is the point of coolhunting. The conclusion At the end of the day we feel like we‘ve created something we‘re proud of – a magazine, that includes all the things we‘ve found inspiring and , of course, cool. We tried out best to convey the feeling of „cool“ that our chosen subjects and objects gave us in hopes that it can inspire our reader just as much.


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Coolhunting Magazine: Trendsetters 17/18 INT  

Commissioned by ETFI (European Tourism Future Institute) 1st year Stenden International Leisure Management students collected cool initiativ...

Coolhunting Magazine: Trendsetters 17/18 INT  

Commissioned by ETFI (European Tourism Future Institute) 1st year Stenden International Leisure Management students collected cool initiativ...

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