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What’s going on

What’s going on

The latest news and products from FLEX.

28 Jun 2018

Dutch Design Award 2018 for Augmented Blueware

We’re very proud that the Dutch Design Awards (DDA) jury awarded our ‘Augmented Blueware’ with a Dutch Design Award 2018 in the category Best Client. The jury praised the close collaboration of Royal Delft, TWNKLS|augmented reality and FLEX/design in creating this unique concept; an exclusive tableware collection with precisely the same decoration as a unique, hand-painted Delft Blue vase. At the Dutch Design Awards Night on Thursday, June 28th, the jury announced all Dutch Design Award winners for the press and public. Of course, we were there to celebrate!

Our journey started with Royal Delft’s desire to bring a new tableware collection to market. Moving on an already full dining market, we came up with an extraordinary creative concept: the creation of exclusive tableware that uses the decoration of a one-of-a-kind, hand-painted Delft Blue vase as the base. The crucial next step was finding the TWNKLS team that possessed the technical knowledge to develop an innovative scan method, translating this creative spark and bringing it to reality. Thanks to our close collaboration, a fusion of expertise and lots of effort from all three partners, we succeeded in realizing Augmented Blueware, a unique proposition in the tableware market.

Every hand-painted Royal Delft vase is a unique piece of Delft Blue craftsmanship. It is a fusion of Royal Delft DNA and the signature of the master painter. Every new piece is different, but always undeniably Royal Delft. A state-of-the-art, innovative 3D-scan process enables a specialist to remove the complete surface of a hand painted Delft Blue vase and subsequently unfold like a flat, digital card. With this graphic decor, the Royal Delft designers can produce beautiful transfer reproductions, which are subsequently placed on tableware, as much and as many times as you wish. This exclusive tableware could become extraordinary family tableware, a fantastic wedding gift or a unique presentation at restaurants.

Uniqueness is central in Augmented Blueware. Thanks to modern technology the craftsmanship of master painters takes center stage. Augmented Blueware also offers Dutch designers a contemporary, blank canvas. Frank Tjepkema had the honor to design the first Dutch Design vase. ‘Tjep’ was inspired by the decorations from traditional Delft Blue vases and gave these a new 3D dimension.

At our agency, we’re focussing on ‘Connecting the dots between people, technology and business’ by design. This project is a great example of how we’re using our creativity to connect.


Marcel can tell you all about this exciting project



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Looking for a senior project manager