How Design Works | Dutch Design Week 2025

A program that demonstrates how the power of design accelerates innovation and helps organizations move forward. This first edition takes place during Mission Day: Digital Futures, at Dutch Design Week 2025.

Mission Days is a special, content-driven program and part of DDW. It is the meeting place for designers, entrepreneurs, researchers, and policymakers who are working together on solutions for societal challenges—or who want to learn more about them.

What to expect?

We kick off with a talk show focusing on successful collaborations between designers and businesses. Both start-ups and established companies will share concrete experiences, insights, and lessons learned. Designers and entrepreneurs will discuss how design contributes to entrepreneurship, growth, and profitability.

The first guests are:

• Jos Oberdorf (npk design): the impact of design on the success of their clients.
• Reinder Bakker & Hester van Dijk (Pretty Plastic): how design research into circular plastic grew into a successful start-up.
• Alain Dujardin (Greenberry): how digital and social design come together in inclusive and purpose-driven entrepreneurship.
• André van Ommeren (RVO): services for SMEs and links with sustainable economic development.
• Martijn Paulen (Dutch Design Foundation): the impact of visibility on the international stage of Dutch Design Week.

The program will be moderated by designer Tiara Spalburg. From her work at the InnovationHub of network operator Alliander and her focus on systemic challenges, she regularly facilitates conversations where design, innovation, and culture come together.

After the talk show, join the Mission Days networking lunch, where more than 400 designers, researchers, entrepreneurs, and policymakers will connect. In the afternoon, we’ll explore DDW exhibitions by enterprising designers together on a guided design tour. As a tour participant, you’ll receive a DDW wristband, giving you access to DDW for the rest of the week.

There are two ways to take part in How Design Works:

• The full-day programme (morning programme, lunch and tour | 10:00 – 16:00)
• The morning programme (talk show + lunch | 10:00 – 13:30)

You can indicate your preference when registering.

• De tour starts at 14.00 hrs from Natlab.

Accessibility:
Information about parking and transport to DDW can be found here.

We look forward to seeing you on October 22!