REDD
Rotterdam Experiences Dutch Design(ers)
The bidding commitee: Kelly Bruns Karlijn Hengst Isabelle Kooderings Clemens Tamara Pater Dennis Schemkes Nikki Thape
Contents Introduction Collection Opening ceremony Planning Budget
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Introduction
REDD stands for Rotterdam Experiences Dutch Design(ers). REDD is not your typical museum, it is an experience, a journey through different levels of Dutch design. The journey will start with Dutch design, fashion and architecture in Rotterdam, the next level will be Dutch design, fashion and architecture in the Netherlands and finally you will experience Dutch design, fashion and architecture throughout the entire world. REDD is about exciting, stimulating exhibitions, light-years removed from the dusty, dated museums from the past. REDD stands for a fun and informative day, it’s a centre of knowledge where you can meet, drink coffee, have lunch, discuss, dream, scheme, read, write, study, work or just hang out. REDD is accessible for people of all ages, young adults, elderly people, but also children, everyone should feel free to come and visit. Next to being an experience, what differentiates REDD from normal museums is that it strives to be as interactive as possible. The interactive elements will show throughout the entire collection, visitors will be able to create their own design, fashion or architectural pieces which they can take home after their visit. The exhibitions of REDD will not be just to look at, visitors will become a part of the exhibitions.
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Collection
All exhibition pieces in REDD are made by Dutch designers, either designers working in Rotterdam, Arnhem, Germany or even Dubai. Dutch design is also incorporated in the facilities of REDD. The toilets are designed by Meike van Schijndel, the coat hangers in the wardrobe are designed by Jeroen Roest and the chairs, benches and tables in the restaurant are from different Dutch designers. On the walls of the restaurant you can read poetry by Jules Deelder, to let you know how someone who was born and raised in Rotterdam feels about his city and on the ceiling you can admire the skyline of Rotterdam. In the museumshop you can buy several items made by Dutch designers. Rotterdam The journey starts in Rotterdam, when entering the museum you will immediately see and feel that you are in Rotterdam. The reception area will be designed as a cube house, so you will have the feeling you have entered one of the famous cube house at Blaak, Rotterdam. The reception desk is designed like Stadion Feijenoord, De Kuip, an iconic building of Rotterdam. Around the reception desk there will be a moving skyline of Rotterdam. To enter the first exhibition hall you will have to cross the Erasmus Bridge. The Erasmusbrug was designed by Ben van Berkel and completed in 1996. The 802-metrelong bridge has a 139-metre-high asymmetrical pylon, earning the bridge its nickname of “The Swan�. After you have crossed the Erasmus Bridge you will experience different design, fashion and architectural pieces from Rotterdam, like the Euromast, the Van Nelle Factory and lingerie designed by Marlies Dekkers.
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Furniture by Lucas Maassen & Sons
Clothing from Stichting Dwingels Eigen
Left: The Mozesbridge in Halsteren
National When the journey through Rotterdam is completed, visitors will be able to experience all provinces of the Netherlands. All provinces will be represented by design, fashion and architecture which are typical for that province. Since visitors will be leaving Rotterdam, the journey through the Netherlands will start at South Holland. In South Holland different Delfts Blue designer items will be portrayed. Also different design pieces about the Betuwelijn, which starting/ending point is in Rotterdam will be showcased in the collection of South Holland. From South Holland the journey will continue through Zeeland on to North Brabant. In North Brabant there is a collection of Lucas Maassen & Sons. This industrial designer designs chairs, frames, tables and the likes and lets his sons do the paint jobs. To make this collection more interactive, there will be the possibility to paint your own miniature of on of the designs of Lucas Maassen. Next to the collection by Lucas Maassen & Sons, there will also be pieces showcased of the group exhibition “Kunst met een zachte G� and the Mozesbridge of Halsteren will be featured. After North Brabant the visitors will be entering Limburg, there will be an collection about the landscapes in Limburg. From Limburg the visitors will be passing on to Gelderland, where the focus will be on alumni of ArtEz Arnhem. ArtEz is an institute of the arts, the students we pay attention to are being educated to become designers, fashion designers and architects. The next province will be Utrecht, there will be a design collection about Miffy (Nijntje) which was founded in 1955 by Dick Bruna. Next to this collection there will be an interactive part about Miffy. Through Flevoland and Overijssel you will be going on to Drenthe. The exhibition of Drenthe will feature traditional clothing by Stichting Dwingels Eigen which was designed in 1860. There is some clothing available so people can dress themselves up and take a picture. At last, through Friesland and Groningen, you will arrive in North Holland where a visit to Schiphol Airport will be the end of the journey through the Netherlands. Throughout the entire national area there will be a collection of wooden shoes and in a small movie theatre where movies of Dutch design artist Bart Hess will be shown.
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International At Schiphol Airport visitors will take a figurative plane to the rest of the world. For every continent there will be a selection of design, fashion and architecture from that particular continent. The plane will bring you to Africa, where you can admire a collection of Vlisco, African fashion designed by Dutch designers, it is also possible to create your own miniature fashion item with the fabrics available. The Dutch Embassy in Addis Abeba, Ethiopia, will also be featured in REDD, this building was designed by Dick van Gameren Architecten. From Africa you will move on to Asia where you can find architecture from South Korea and Dubai. The Garak Tower East in South Korea is designed by Consort Architects BV. From Dubai the GTA Head quarter will be featured, this building is designed by Zwarts & Jansma Architecten. After Asia the journey will continue through Oceania to America. In America there is a design collection of Droog Design, a Dutch design foundation based in Amsterdam. The designs of Droog Design are very popular in America. Dutch fashion designers Pauline van Dongen and Jan Taminiau are famous Dutch designers in America, therefore their designs can be seen in the American part of the international area. Dutch designed architectural pieces in America are The Leaf Center designed by Serge Schoemaker and Het Nieuwe Amsterdam Pavillion, designed by Ben van Berkel. From America the journey will bring you to Europe, the final continent of the world. To show the visitors the route through Europe, signs from the art project Pferdelandpark, Germany will be exhibited throughout the area. The signs from this project are designed by KANZIE ontwerpers & makers. Viktor & Rolf and Iris van Herpen are well known Dutch fashion designers in Europe, their creations can be seen in the European part of the international collection. Some design pieces that will be exhibited in Europe are the Dutch Design Chair designed by Tim Vรกrdy, the Slow White Cabinet designed by Bo Reudler and the Flux Chair designed by Douwe & Tom. Curators Curators will be hired to complete the national and international collections.
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Garak Tower East in South Korea
Dress with holes by Viktor & Rolf
Tree trunk bench by Jurgen Bey of Droog Design
The opening ceremony of REDD will take place on the 4th of Ocotber 2013. After the guest have arrived a video of Bart Hess will be showed. Bart Hess is a Dutch designer born on the 2nd of January 1984. He explores several fields of design combining material studies, animation and photography. Bart has a very personal and recognizable style. With his designs he is able to use new and existing materials in a very innovative way and he seems to tap into new worlds. His work is of international stature, he finds and creates his own stage and has collaborated with prestigious names such as Lady Gaga, Palais de Tokyo, Lucy McRae and Nick Knight. With his work he obtained an independent position in the (fashion) world. A couple of his videos about his work will be selected to be shown at beginning of the opening. These videos will also be played in the movie theatre in the national area of REDD. After the videos the informal part of the opening will start. A caterer will provide the opening with food and drinks when the guests explore REDD. During the opening senior year students of ArtEz Arnhem Fashion Design will show their designs on models who will walk through the museum. This with the purpose of an interactive approach. The opening is not planned in small details, guest should be able to figure REDD out themselves and they should be free in their experience of the opening.
Lady Gaga’s slime outfit created by Bart Hess
Opening ceremony
Planning
Everything is planned so that REDD can open on the 4th of October 2013. The preparations for REDD have started on the 10th of September 2012 and should be finished on the 21st of December 2012. The preparations for REDD exist of selecting the designers, designing the building and the debriefing by the architect, applying for licenses and approval by the government, the contract formations, the preparations for construction, the delivery of the final plans and finally the interior designer who can start creating designs. When the preparations have finished, the execution can start, this will happen on the 7th of January 2013. The constructors will start with rebuilding the inside of the building. When the constructors are about halfway through rebuilding the inside of the building, the interior designer will start with establishing the interior design. After the reconstruction of the building has been finished, the exhibition pieces can be delivered and can be placed in REDD. The execution should be completed on the 20th of September 2013. The communication for REDD has also started on the 10th of September 2012. The desired house stye, vision, mision and identity have already been decided upon. On the 23rd of November 2012 the final plans for REDD should be complete, so on the 26th of November 2012 the website process can start. An agency will develop and createa website for REDD, which will go online right after it is finished. Also, when the final plans are completed, the recruitment and selection of personnel can start. At this point it is clear what kind of people should represent REDD. When the website is finished and goes online, the public relations and advertising campaign will start, this campaign will last until the 31st of December 2013.
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On the 1st of April 2013 the preparations for the grand opening have to start. On this date there has to be started with finding a caterer, book the service and develop a menu for the opening. The students of ArtEz will be briefed on the 3th of June 2013 so they can start designing their pieces for the opening. On the 10th of September 2013 all design pieces have to be finished, in the mean time the students have already had feedback so they could make adjustments to their pieces. On the 1st of July 2013 the invitations for the opening of REDD will be sent to the guests.
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Budget
The total costs of this project will come to €1.036.252,37 this is based on the total costs for preparation, communicaton and the opening of €942.047,61 and 10% unforseen costs of €94.204,76. The costs of the prepartions for REDD will come down to €527.970,28. These costs include payment of the architect, the interior designer, the contractor, the design management team, the executors of the plan and the curators as well as the total constructon costs. The communication costs of REDD will be €406.957,33 in total. In this total the costs of the communication matrerials in different media have been taken into account, as well as hiring the communication agency, the creative director and the webdesigner. The costs of the recruitment of personell and the optimalisation of social media have also been calculated in this number. The total costs for the opening have been calculated on €5.120,00. These costs will be made for sending the invitations, the catering and the payment of personnel.
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