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As we've already admitted the first time we saw a Dutch Invertuals exhibition we didn't hang around very long.
Since then however we have matured a lot and the show has become a regular feature of our visits to Eindhoven and Milan.
Simply put, one always finds something challenging, exciting and beautiful at a Dutch Invertuals show.
And invariably something you don't really understand, no matter how often it is explained to you.
But that itself is for us reason enough to go.
In 2012 Dutch Invertuals are in Milan with "'Untouchables' Retouched", in effect, a development of the show "Untouchables" from Dutch Design Week 2011.
For whereas the Eindhoven show, generally, always presents prototypes and first drafts, the Milan show presents rounder, more developed versions of the items. Plus works from a few new designers that expand the scope.
If we're honest we've not seen the complete 2012 Milan show yet, when we visited they were still setting up.
But from what we have seen and what we know of the designers featured; we're certain it wont disappoint.
Ahead of the opening we did however catch up with Dutch Invertuals founder and curator Wendy Plomp and spoke about the exhibitions origins, the current show... and if Eindhoven is really the most boring city in Holland. Sorry, but you know us!
(smow)blog: Starting at the beginning, what is the background to Dutch Invertuals?
Wendy Plomp: In 2009 I was invited to exhibit in Milan by Verger and I thought rather than just present my work I'd ask other designers to tell their version of the one story and so use the collective strength to create a better exhibition, not just in terms of the works but also the complete exhibition atmosphere.
(smow)blog: And so how did you select the group for that first exhibition?
Wendy Plomp: First I did some research about what I thought about design and how I wanted to tell a story and that led to me select designers who created objects that were not only products but more concepts and research.
(smow)blog: The first show was, if we remember correctly, only Dutch designers, but that's not the case any more....
Wendy Plomp: .... yes. we now have, for example, Adrien Petrucci who's from France but living in Hamburg or Mauizio Montalti from Italy....
(smow)blog: ...but is there always a Dutch link?
Wendy Plomp: Yes there's always a Dutch link, not least because most have a connection with the Eindhoven Design Academy.
(smow)blog: Since you've mentioned Eindhoven. A lot of the Design Academy graduates we speak to say the reason Eindhoven designers are so successful is because Eindhoven as a town is so boring they have no distractions. Is that unfair to Eindhoven or...?
Wendy Plomp: While it's true that Eindhoven isn't the most exciting city, I think the main reason for the Design Acadamey's success is their way of teaching and for all the influence of Lidewij Edelkoort. Her way of thinking and of presenting the Design Academy was very unique and outstanding. Especially her views on concepts, having a vision and showing your vision to the rest of the world.
(smow)blog: In that context, do you as curator give the designers a very strict brief as to what is required, or are they free to decide what for themselves.... ?
Wendy Plomp: It's not so much that I give a brief but more an organic process. I conceive the story and explain to the designers what I'd like to achieve and then the designers come up with their ideas. We then meet and discuss how their plans fit in the exhibition, how it tells the story and so it's more a process. Each design studio has its own character and I don't want to change that and so I don't give them boundaries, for example, in terms of materials, except obviously with the exhibition "Matter of Time" which featured 600 year old wood....
(smow)blog: To end. This year your showing "Untouchables" Retouched". What is the background, what is the story that should be told?
Wendy Plomp: It is about the vulnerability of our modern age. I was fascinated with the EHEC scare last year, about infected cucumbers and that you can get scared about a cucumber and all the questions that raises. Everything goes out of balance, you're not sure any more what is good for you and what isn't. And this moment of vulnerability is interesting and I wanted to show the beauty of vulnerability. But it's also about decay and waste and our digital world.
Dutch Invertuals "'Untouchables' Retouched" features Daphna Laurens, Maurizio Montalti, Jeroen Wand, Kirstie Van Noor, Jetske Visser, Mieke Meijer, Susana Camara, Mike Thompson, EDHV, Adrien Petrucci, Paul Heijnen and Raw Colour and can be viewed at Via Pastrengo 12 20159 Milan until April 22nd.
