Our Creative Director Marcel Verkaik will be a speaker at the third edition of NIMA Marketing Day. On Thursday, June 20th marketing professionals gather at DeFabrique in Utrecht to share their expertise in this exciting, rapidly changing field and get in touch. Marcel will share the stage with Joffrey Walonker, Design Manager at the Royal Delft Group. Together they will inspire the audience with an extraordinary story about their close collaboration in creating the unique concept of ‘Augmented Blueware’: Hightech innovation of a centuries-old craftsmanship.
Royal Delft is a brand – founded back in 1653 – with rich brand values and great heritage. An interesting question is how to keep a brand like this relevant over the years? In their long history, they embraced modern technologies for successful innovation. How to create a fusion of today’s high-tech technology and the exquisite centuries-old craftsmanship of hand-painted Delft Blue? Joffrey and Marcel will tell the audience about their exceptional collaboration (also with technology partner Twnkls) to realize unique tableware for Royal Delft, about their successful launch at Salone del Mobile in Milan 2018, about winning a Dutch Design Award gloriously, but also about their sometimes difficult search for the right marketing-mix for this concept.
Augmented Blueware brings Royal Delftware’s heritage from 1653 into the 21st century. Every hand-painted Royal Delft vase is a unique piece of Delft Blue craftsmanship. It’s a fusion of Royal Delft DNA and the signature of the master painter. Every new piece is different, but always undeniably Royal Delft. For ‘Augmented Blueware’ an innovative, state-of-art process takes off the specific decoration of a unique, hand-painted Delft Blue vase and transfers it to tableware with the same unique design. The owner of an ‘Augmented Blueware’ piece can create very exclusive family tableware or an excellent wedding gift.
