Did Amsterdam’s unpredictable winter weather cause you to skip the fifth edition of Ninety Minutes of St-W? Or maybe you were there and just wish to relive the inspiring evening? Either way, now you can watch the presentations by Anna Lomax, Alice Rawsthorn, Chloé Rutzerveld and Koert van Mensvoort on the website.
Experience the full-length Ninety Minutes of St-W: Future Proof on from the comfort of your own home as if you were there first-hand – except on one screen instead of the Pakhuis de Zwijger’s nine wrap-around screens. Head over to for photos of the night – make sure to tag yourself and your friends.
Future Proof's Keynote speaker, design critic and author kicked off the evening by looking at what society will be like in the future. 'Obviously design has to serve society and so what design will be like will be very much defined by its needs and wants.' According to Rawsthorn, one critical change that will also drive a societal shift is going to be the age profile of society.
'Anyone under 25 was born since the end of the Cold War, the economic expansion of China and the certainty of its supplanting the United States as the dominant global economy. They’ll have grown up in a society in which the internet and digital technology are ubiquitous and they’ll be likelier to live in cities than any other previous generation because for the first time in history more than half the human race now lives in an urban rather than a rural area and inevitably all of these changes will give them completely different expectations of their lives and their futures than their predecessors.'
To understand the inherent changes in the younger generation, Rawsthorn recalled Douglas Copeland's 21st century slogan: ‘I miss my pre-internet brain’. She points out that anyone born after 1989 does not have a recollection of time before the internet existed. Their sheer volume will also give them a huge cultural and social influence on other age groups including the rapidly expanding eldery population.
Keynote: Alice Rawsthorn
In the world's wealthiest countries, the percentage of people over the age of 65 will increase from 17% to 27% by 2050. Alice explained how this is good news for the design community as there will be a growing need for products and spaces that can accommodate their needs. Digital solutions will also be needed since 'internet usage peaks with the under 25s and the over 65s, the Silver Surfers.'
With technical innovations taking place continuously for over two decades, our ability to adjust to change is becoming a tool to address complex challenges. Therefore, 'whatever their age, tomorrow’s citizens are likely to be much more receptive to imaginative and ingenious design solutions than their predecessors were and this is because we’ve now lived through two decades in which the logistics of daily life have been absolutely transformed by a surge of digital innovations.'
See the video above for Alice's entire talk.
Claim to St-W: Chloé Rutzerveld
During her Claim to St-W, food and concept designer explains how food has become a hot topic in society and how people are becoming interested in healthy diets, organic ingredients and the sources of these ingredients. Artists are also finding ways to solve food problems. Rutzerveld was asked to look into the world of 3D food printing for her graduation project. She learned that the current state of 3D food printing was set aside for sugar-loaded, processed foods. She decided to optimise the technology to use it in a better way for healthy, unprocessed foods. For her conceptual product Edible Growth, she turned to basic materials – specifically the spores and seeds of living organisms – that will continue to grow after they are printed.
'The idea is that you print a basic structure with an edible breeding ground and spores and seeds and yeast. You use this new technology only as a means to amplify the natural so to facilitate growth and make something that is also very sustainable.'
Edible Growth is printed and then the consumer can take it home. The product will mature within five days. 'It contains everything our body will need. It’s like a Roquefort cheese of wine that needs to age and with age the taste, the scent and the whole eating experience changes.' It’s 100% edible at all stages and the consumer can choose to harvest the crop whenever hunger strikes.
Learn more about the future of food design in Chloé's entire Claim to St-W in the video above.
Visual Column: Anna Lomax
Moderator Jeoen Junte interviews set designer and art director Anna Lomax for a vibrant visual column. She shares about her wide range of interests and career directions as well as her approach to selecting clients that support her ideas. 'It's about making the best possible product rather than having a battle over something that doesn't really matter.' Lomax's cover for St-W #102 – the Event issue – is about celebrating the future. The arched arch came from a project she was creating simultaneously.
The importance of unexpected results cannot be underestimated. 'I went back to Brighton to do some teaching and the tutors were completely obsessed about the end image and everything had to be about existing online and that made me quite nervous that if you start with the end image then you never get to do the mistakes beforehand which I think for me the mistakes are the best bit.'
Watch the video above colourful, moving graphics as she explains her approach to clients to maintain a fresh edge.
Research: Koert van Mensvoort
The audience buckled up and entered the imagination of artist Koert van Mensvoort. The Nano Supermarket is a travelling supermarket filled with Koert's speculative nano-technology products which may be on the shelves in ten years. The converted retro van took to the streets of Europe with a simple black and white logo and had a surge of customers. A product for sale in the market is Wall Smart, a paint which lets you change the colours of your walls with a smart phone as well as the Google nose which could extend the sense of smell through digital sources. He describes the 'born and the made are fusing and as a result or notions of nature and culture.'
Watch his creativity backed by research fly in his presentation above.
St-W also invites you to attend the next Ninety Minutes of St-W: Pigment Pioneers – with speakers presenting inside the Pakhuis de Zwijger’s auditorium. The event will attempt to beat the wintertime blues by channelling the warmth of the full colour spectrum and displaying it in the high-tech way that attendees at our previous events have been accustomed to. Join fellow creatives, professionals and curiosity seekers on Thursday 19 February at .
Stay tuned for more event details. Follow Ninety Minutes of St-W on , and for up-to-the-minute updates.
Thursday 19 February 2015, 8pm
Pakhuis De Zwijger
English spoken, Admission free
The 7th edition of is TBA.