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Premsela and DutchDFA


The sector institute for the field of design is Premsela, Dutch Platform for Design and Fashion. Operating from a cultural perspective, Premsela wants to create opportunities for the growth of Dutch design. Premsela organises lectures and symposia and initiates events and publications in order to contribute to a better design climate.

For example, it was involved in the inception of Visies op Vormgeving – two weighty books recording the history of design in the twentieth century – and Morf – an independent magazine on design.

In 2009 the Dutch Design Fashion and Architecture (DutchDFA) programme was started. This four-year programme is intended to strengthen the international position of Dutch design, fashion and architecture: although many individual designers have already achieved international success, the diversity of initiatives means there is often a lack of coherence and weight. 

The programme (2009 – 2012) is aimed at a number of focus countries (India, China and Germany) and anticipates topical themes and local demand. The aim is to build up an international collaboration in which Dutch design plays a role in addressing social issues.

DutchDFA is a joint initiative of public and private partners: the Ministries of Economic Affairs, Education, Culture & Science and Foreign Affairs, the sector institutes Premsela and the Netherlands Architecture Institute, the office of the Chief Government Architect, the professional associations BNO, BNA, BNI and Modint, and the Dutch creative cities of Amsterdam, Arnhem, The Hague, Eindhoven, Rotterdam and Utrecht.

On 1 January 2013, the Netherlands Architecture Institute (NAi); Premsela, the Netherlands Institute for Design and Fashion; and Virtueel Platform (the offical industry institute for electronic culture) merged to form the New Institute. Guus Beumer serves as the organisation's director.