The Premsela foundation is the dutch Institute for Design and Fashion. It is named after Benno Premsela (1920-1997), designer of exhibitions, shop windows, interiors, innovative carpets for Van Besouw, and the popular Lotek lamp.
Every year, the foundation organizes a variety of exhibitions in the Netherlands and abroad. The main goal of these exhibitions is to promote dutch designers abroad.
Between 2005 and 2008 we have made concepts and designs for several big exhibitions. We started with a video for the Visual Power Show in the Effenaar in Eindhoven. This event is an intellectual spectacle blending a conference and a pop concert. The video we made was made to inform the viewers about the research and its results that Premsela had done on the creative industry in Holland.
The second project was ‘From the heart’. For this exhibition project in 2006 12 dutch product designers were selected to show their work on the 100% design fair in Tokyo. The dutch stand was called ‘From the heart’ and aimed to show the work of these dutch designers to the Japanese market. Together with Diana Krabbendam (The Beach) we created the concept and design for this event. With Niels van Eijk & Miriam van der Lubbe we worked on the stand design and production.
A year after (2007) the exhibition on 100% design in Tokyo was called ‘Created in Holland’. This year not 12 but 10 dutch designers were presented to the Japanese market. Like in 2006 we worked on the identity, brochures, website and stand design.
Shortly after ‘Created in Holland’ we created the identity, website and other promotional tools for ‘Free Designdom‘. This promotional and networking event was held during the design week in Milan (Italy).
A year later (2008) the name ‘Free Designdom’ was changed into ‘Showpieces’ and again many designers and design lovers showed up at the event in Milan to discuss the sense and nonsense of making big showpieces. Like in previous projects we designed the identity, brochure, website and other promotional items.
A couple years later (2013) the NAI, Premsela and Virtual Platform have merged into ‘Het Nieuwe Instituut’.