UNEXPECTED INTERACTION - DDW 2012

Unexpected Interaction by Nacho Carbonell

Unexpected Interaction by Kiki & Joost

Unexpected Interaction by Maarten Baas

Unexpected Interaction by Lucas Maassen

Unexpected Interaction by Martin Schuurmans & Niek Pulles

Unexpected Interaction by La Bolleur

Connection between 6 Design squares with laser beams

Signs by Joost Gehem, Victor Sonna and Tiddo Bakker of Collaboration-O

'March for Design' opening, with parade to the six participating squares

'March for Design' opening, with personal explanation by the concerning designer (Nacho Carbonell)

'March for Design' opening, with personal explanation by the concerning designer (Martin Schuurmans)

Unexpected Interaction

Since Design Academy Eindhoven considered moving their Graduation Show, during Dutch Design Week (DDW) 2012, to Area Strijp S, entrepreneurs in Area Innercity were worried about the attractiveness of the city center during DDW. Eindhoven365 and Stichting Ondernemers Eindhoven (SOEC) collaborated to implement a Design Program
to ensure that quality design exhibitions and events would take place in the center of Eindhoven during Dutch Design Week 2012; Unexpected Interaction. A special 'interaction' was created between different entrepreneurs in the city centre and a variety of designers. This led to spontaneous, surprising and 'unexpected' activities. Eindhoven365 hired Justine Kontou as project manager and curator to realise this project in only six weeks.

The full program contained inspiring design on six squares throughout the city centre, eleven cultural institutions, twenty-four shops and food & beverage establishments. Fed by an arousing afternoon and evening program, every visitor could experience a strong mix of design, technology, music, fashion and food at extraordinary locations.
Designers such as Maarten Baas, Kiki & Joost , Nacho Carbonell, Lucas Maassen, La Bolleur and Martin Schuurmans & Niek Pulles took care of the six prominent Design objects on the squares. These squares were physically connected during the evening through a laser beam.

The opening was organised by a special collective with a more than special message. A 'March for Design’ was held in the city centre of Eindhoven based on the idea of supporting your local design. The parade started at Wilhelmina square (one of six participating squares) at 7:00 PM on Saturday the 20th of October and the crowd continued their march to the other five squares. On each square the designer gave an insight view on their projects.

Besides organising the project in total, Justine Kontou also selected and connected several designers to participating entrepreneurs. An eyecatching marker identified these participating companies and institutions in the city centre. The markers were designed and made by Joost Gehem, Tiddo Bakker and Victor Sonna, all members of Collaboration-O.

‘Unexpected Interaction’ was made possible by SOEC, EHV365 and Capital D.

Photography by Nick Bookelaar, Sjoerd Eickmans and