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october 01, 2015 - Dutch Design Week

90 minute-exhibition around Dutch football stadium during Dutch Design Week

Football club DDW 2015 is the name of the latest project by the young curator #julesvandenlangenberg. This is an exhibition lasting 90 minutes, on show once a day around the Philips Stadium, home of football club PSV #eindhoven, during the #dutchdesignweek (16 - 25 October). For the 2015 #design Week Van den Langenberg has compiled an eleven-strong cultural team to show the possibilities of both a football stadium and club.
With FC DDW 2015, Van den Langenberg and his eleven-strong team aim to break new ground in terms of the interaction between #design and the everyday environment. “Instead of showing designers’ work in the familiar context, like a fair stand or in ‘white cube’ gallery spaces, I'm looking for possibilities to extend the term ‘exhibition’ to a contemporary- and more relevant form.” So the curator decided to move off the beaten track, and aims for an initiative in which #design and the arts form a part of daily life. He sees the Philips Stadium and PSV #eindhoven football club as a great opportunity for achieving this.
“Football, a turf pitch and a stadium: everyone has their images and associations here. So it’s a rewarding task for designers, artists and architects to discover how this reality can be stretched. What’s more, there’s a topical aspect because next year Philips will be withdrawing as main sponsor of PSV. The inspiring idea was ‘what if we, as the cultural and creative sector, were to become the new main shirt sponsor for this famous Dutch football club?’.” Van den Langenberg says that although it may sound like a gimmick, it is actually quite serious. “The Creative Industry spends a lot of money on communicating and advertising what we do. Our approach is that, by affiliating ourselves with organisations like the Philips Stadium and PSV #eindhoven, we can raise the visibility of our sector and gain influence over the form and functions of an iconic site. This scenario is shown in exhibition FC DDW 2015 during the #dutchdesignweek.”
Van den Langenberg points out that once upon a time aesthetics and sports formed a perfect match. “In ancient Greece they did not only have sporting competitions: there were also galleries where the spectators could admire images of sports heroes, and poets provided the commentary. In our daily 90-minute exhibition we present some examples of alternative forms and uses for the Philips Stadium.”
Mesh shirts and PSV cheese
So what happens when you put together a cultural team of eleven? A lot, is the answer. And that is no surprise with eleven designers, artists and architects who each take a unique perspective on this iconic building, which contains so much of Holland's sporting history. “FC DDW 2015 has many remarkable elements. The project ‘Boerûh Melk’ by the #design collective Contemporary Wild, for instance, is about returning the mown grass from the pitch to the stadium’s catering facilities. The designers are developing a local super food made from the ‘holy’ grass of the Philips Stadium. Over the years the turf has become an object of both reverence and superstition. Contemporary Wild is taking advantage of these taboos by feeding the grass cuttings to cows, collecting their milk and thus converting it into Boerûh Melk (‘Boerûh’ is the war cry of PSV fans, and ‘melk’ is Dutch for milk). So apart from the grass facilitating fantastic football, it’s also an important source of nutrition.”
The fashion designer Fabian Bredt searched the stadium for textiles that he could use in his concept for a new shirt. His search for soft materials in the stadium led him to the goal nets. He has now processed this material into a mesh shirt, a new player’s jersey. “Today’s professional football culture involves a high level of commerce, as also reflected in the extensive merchandise line and marketing. The #design studio Minale- Maeda has set itself the goal of developing a product line that merges popular and cultural qualities: a carefully knitted supporter’s jersey, 3D-printed porcelain mugs and hand-embroidered football tickets.”
It’s not only the merchandise and the shirts that are coming under scrutiny. “PSV was originally started by Frits Philips, the hugely popular fourth chairman of Philips. He was a Protestant and so he couldn’t kick a ball around at the Catholic FC #eindhoven. The stadium was built in the middle of a residential neighbourhood for Philips employees – a trend that is much more common in England. Today, big walls full of advertising ‘shield’ the residents of #eindhoven from their biggest club. If FC DDW 2015 has a say in things, then we’ll lower these again so that you can already see the blades of grass from the motorway.”
In the long term Van den Langenberg sees a possible collaboration between his cultural team and the Philips Stadium and PSV #eindhoven. “On the evening of Thursday, 29 October we’ll be holding a debriefing session in the café of the Van Abbe Museum in which we look back at the 90-minute exhibition FC DDW 2015. We hope to welcome guests from the Philips Stadium, PSV, the municipality and the supporters’ club. Together with representatives from the #design community, this could turn out to be a special but also very workable dialogue.”
FC DDW 2015 | 90 minutes exhibition Philips Stadion
Frederiklaan 10, #eindhoven
FC DDW 2015 participators are:
Studio Minale-Maeda Fabian Bredt
Lonneke van der Palen Guus Voermans
Wouter Paijmans
Design AcademyEindhoven Katharina Wahl
Leon de Bruijne
Contem porary Wild:
Willem van Doorn & Asnate Bockis Marsdiep
Academy of Architecture Amsterdam

FC DDW 2015 is supported by her committee of recommendation:
Thomas Widdershoven: Creative director #design Academ y Eindhoven
Anne van der Zwaag: Cultural entrepreneur
Gijs Stork: Curator
Jurgen Bey & Rianne Makkink: Designer & architect Hans Lensvelt: Furniture developer’
Mary Ann Schreurs: Alderman of Culture Municipality of #eindhoven
Hebe Verstappen: Head of TextielLab TextileMuseum Thomas Eyck: Distributor and publisher of contemporary #design products
Angelique Spaninks: Director MU Galerie
Margriet Vollenberg: Director Organisation in Design

Friday 16 to Sunday 25 October:
14:00 uur – 15:30
(With the exception of Sunday October 17 because of a planned football game)
FC DDW 2015 | Commentary
Museumcafé Van Abbemuseum Bilderdijklaan 10, #eindhoven
Thursday 29 October: 19.00 – 21.00
www.fcddw2015.com

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