SUPERMODELS

Amsterdam, 19 May 2014 — Over the Whitsun weekend, the Stedelijk Museum is hosting a special presentation: SUPERMODELS, a survey in miniature of significant Dutch designs, ranging from interior and furniture design to architecture. Iconic works by contemporary designers are seen in relationship with those of earlier examples from the time of Gerrit Rietveld and H.P. Berlage. SUPERMODELS highlights the creativity of Dutch designers and architects and reveals that today’s generations are part of a long and distinguished tradition. The exhibition centers around furniture produced by 3D printing.

The SUPERMODELS presentation was initiated by Concern, the design studio that, among other things, created the interior of the Restaurant Stedelijk and the vitrines in the design collection presentation of the museum. Concern’s creative director Gilian Schrofer conceived the idea for SUPERMODELS when the studio took part in a number of trade missions over the years. It appeared that Dutch embassies and consulates needed an exhibition capable of representing the Dutch creative industries. In response to which, Gilian Schrofer devised this exhibition.

The well-attended kick off of SUPERMODELS took place during the last edition of the Salone del Mobile in Milan and will now be continued at the Stedelijk. On 4 June, a dinner will be held at the Stedelijk for all the cultural attaches of Dutch embassies abroad, who will be dining amidst the SUPERMODELS exhibition.

SUPERMODELS comprises three sections

Dutch Design Architect Houses is a compilation of Dutch architecture and presents several scale models of exemplary residential dwellings such as Maison d’Artiste by Van Doesburg & Van Eesteren and the private residence Hardglas by Jan Benthem.

Dutch Design Models features over 100 Dutch chair designs of the last century, including Rietveld’s Zigzag Chair, Marcel Wanders’ Knotted Chair, the Ear Chair by Jurgen Bey and the Endless Flow Chair by Dirk Vander Kooij. The models are all produced to scale (1:6) and 3D printed (in white polyamide), so that equivalences and diversity of form are more easily apparent.

Dutch Design (Doll) House is a meters-high contemporary doll house. On view inside are scale models of Dutch design gems by designers and artists such as Petra Blaisse (Inside Outside), Van Eijk & Van der Lubbe, Ineke Hans, Richard Hutten, Claudy Jongstra, Krijn de Koning, Kossmann.dejong, Makkink & Bey, Scholten & Baijings, Aam Solleveld and Edward van Vliet. 

During the kick off in Milan, the doll house had 35 rooms, but the number keeps growing. For the Stedelijk presentation, another 10 designers have been added to the list, and there are now 60 rooms on show.

The Dutch Design (Doll) House references cultural-historical values and the rich history of Dutch design in a variety of ways. It echoes the German/Dutch tradition that originated in the sixteenth and seventeenth centuries, when wealthy families commissioned craftsmen to build doll houses that paraded the affluence and decency of the household. This modern version spotlights the renowned heritage and latest developments in the Dutch design world.

The Dutch Design (Doll) House is a step towards building a real size center of (Dutch) creative entrepreneurship, which could be realized in different locations abroad. The center could contain (flexible) workplaces, conference areas, hospitality and hotel facilities designed by a variety of Dutch designers wanting to present their ideas abroad.

SUPERMODELS is a unique collaboration between Dutch designers, producers and market operators and has been financed entirely through private funds.

A documentary on the making of the Dutch Design (Doll) House will also be screened during the Whitsun weekend. You can find a teaser at www.dutchdesignsupermodels.com.

Another unique feature of the exhibition is the 3D body scan booth, where visitors can learn more about the 3D printing process and even make a 3D scan of themselves.

In the coming years, SUPERMODELS will tour to at least twelve foreign locations including London, Berlin, Washington and Chicago.

For more information about SUPERMODELS: www.dutchdesignsupermodels.com
Facebook: www.facebook.com/dutchdesignsupermodels

Note for editors:
For more information, contact Marie-José Raven and Annematt Ruseler of the Stedelijk Museum Press Office on +31 (0)20 – 573 26 56 or at pressoffice@stedelijk.nl.

For visual material, contact Ernestien Idenburg, Concern on +31 (0)20 – 535 62 10 or at info@concern.nu.