It is always nice to be able to share a vision of the future on request, to stir something up and hopefully to inspire. To get straight to the point: I wonder whether established architecture in the Netherlands is still looking at the target groups of the future. In general, I still miss the market orientation just a little too often. To what extent do architects realize that in recent years a clear change is taking place in the market and that this is mainly initiated by the new generations. Both by young people who can be the future customers of the architects and also by young people - the architects-to-be - who will be the new generation of designers of the coming years and (also) want to leave their mark on everything that society needs (and from which society benefits!).
Because, what is the essential difference between "young" and "old"?
In my view, young people are much more concerned than the older established generation with issues such as what a new building or new design really has to meet. For example, they increasingly want to know whether structures are sustainable enough. Of course with the underlying idea of saving materials and making themes such as sustainability even more central. But they also wonder whether an aspect such as 'future change of function' of an object is sufficiently taken into account in the design. In doing so, they strive for a circular economy! So young people want more flexibility in designs. Because this is also good for society as a whole.
From this philosophy, we ourselves look at our product portfolio. We develop designs and produce products that match the future user, his wishes and his concerns.
This is precisely where my appeal to Dutch architects, especially those of the established order, is located: give a building more justification and more dynamism in the design phase: after all, we really can no longer afford to let buildings be too static. Let new (sustainable and multifunctional) dynamics flow through the DNA, making a building or object gain relevance.
Be a little less conservative, get out of the traditional us-versus-them circles and leave the chest-beating - however justified it may sometimes be, especially in the case of major international successes - for what it is. Discover much more pro-actively what we really need in the coming years, what the market is asking for, and also find that this demand goes much deeper than just the individual desire of the customer. That question is layered: it is much more reasoned from a broader social perspective on the future.
So - and any creative mind will surely recognize itself in this - keep your feelers on. Or, turn them on now. After all, the world is changing. Therefore, listen more to what the future needs.
Dorothé Kessels - Director Global Design at Forbo Flooring