Gareth Williams, Ineke Hans, Jurgen Bey and Tracy Metz.
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This year, Premsela hosted its second Milan Design Week press evening on Dutch design. At the gathering on 16 April, called Showpieces, foreign magazine and newspaper journalists received information on Dutch exhibitions taking place during Milan Design Week. A brochure provided the press and public with an overview of all the Dutch exhibitions and a guide to the main areas and events.
Hundreds of guests attended Premsela's Showpieces press night.
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Also during the evening, designers Jurgen Bey and Ineke Hans and curator Gareth Williams of London’s Victoria and Albert Museum shared their thoughts on the new phenomenon of limited-edition design showpieces. Author and journalist Tracy Metz served as moderator of the discussion.
Jurgen Bey crafts a piece for Royal Tichelaar Makkum.
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Showpieces was a project of Premsela in cooperation with pr/undercover and WOM Word of Mouth; the Netherlands Board of Tourism & Conventions; the Dutch Embassy in Rome; and the Dutch Consulate General in Milan. Showpieces received financial support from the Dutch Culture Fund (HGIS Cultuurprogramma).
Our 2007 press event in Milan, FreeDesigndom, drew more than 400 visitors, including many journalists and designers. Joep van Lieshout, Li Edelkoort and Pieke Bergmans attended as special guests. Journalists also received guided tours of Dutch exhibitions, ensuring Dutch designers and brands got extra attention from the international press.
Premsela, the Netherlands Board of Tourism & Conventions, and an Italian PR firm organized the 2007 event on behalf of the Dutch Ministry of Education, Culture and Science, the Dutch Ministry of Foreign Affairs, and the Dutch Embassy in Rome.
