3. World Interiors Meeting 2013
5 – 7 September 2013
Beurs van Berlage Amsterdam
• Inamsterdam World Interiors Meeting 2013 Will be the most important and most talked-
about interiors congress worldwide in 2013!
• The congress will bring together some 1200 professionals from over 45 countries and offers
unique networking opportunities and reaches a wide global audience.
• The 3-day congress will present a number of Key-note speakers and a large number of
parallel sessions and seminars. There will be satellite programs, such as cultural activities,
exhibitions, guided tours and the like, and there will be presentations by educational
institutions and the industry.
The congress theme ‘Past, Present and
Future’ places interior design in a broader
context and highlights the historic, cultural,
artistic and economic importance of interiors.
Interiors are innovative and foresightful,
based on a long standing tradition. Interiors
reflect the identity of its users (lifestyle), are
accommodating and social (care), are
sustainable (re-use), responsible (health,
safety), represent a considerable economic
value (construction, furnishing, financing) and
are a significant bearer of culture (heritage,
multiculturality).
To meet and connect are central during the congress. Professionals from all around the world
will network and discuss the latest developments and trends. With 6 key-notes by
internationally renowned celebrities, over 70 speakers, debates, workshops and presentations
by designers and industry covering all actual topics in the interior design industry even the most
experienced professionals will be inspired. Venue for the convention will be the monumental
Beurs van Berlage, located in the heart of the historic city center of Amsterdam. The whole
building will be vibrant during the convention, with parallel meetings in 8 rooms and the World
Interiors Salon as the beating heart of the event.
The conference language is English.
19 June 2012 - Page 1 of 12
4. Theme
Past
Intact historic interiors are more rare than high art. Historic interiors tell us more about the
cultures, lifestyles and fashions of a certain time and place than profound scientific studies.
Interiors are a vehicle of culture. Interiors form the user side of buildings and add significance
and meaning to them. But the user side is also vulnerable; we shape our interiors and every so
often we reshape them because they are overtaken by time. The rich interiors history in
Amsterdam is the starting point for a program aimed at raising awareness and the sharing and
expansion of knowledge on the historic, cultural and artistic value of interiors. The
inamsterdam World Interiors Meeting and Event offer a stage for art- and architecture
historians, restorers, interior architects and designers, researchers and experts in many fields
such as textiles, wallpapers, colors etc., but also cultural historians, sociologists and
anthropologists, and last but not least the public at large, to discuss, discover and explore the
rich world of interiors.
Present
Although Interior design is of all ages, many still see it as an exponent of our craving for
style and luxury. Luckily this misconception is rebutted by our developing attention for health,
safety and well being, which causes us to work and live in well considered yet comfortable
environments. Today, we see this attention in all sections of the population and in all building
types; private as well as corporate and public buildings. This awareness also changed the scope
of work of the professional Interior designer. The growing complexity of building projects, as
well as the need for sustainable re-use, made Interior Architecture a respected discipline. In a
coordinated collaboration with other consultants Interior Architects work on complex
assignments, such as hospitals and various care environments, airports and transportation
hubs, schools and learning environments, public buildings and leisure environments and of
course offices and workplaces. What do these new challenges mean for the traditional stature
of the Interior Architect? The inamsterdam World Interiors Meeting will showcase the state of
the art in new developments, and offer the profession a place for debate and self-reflection on
the new roles and challenges.
Future
This world is not perfect, and even Interior Architects and Designers cannot make it
perfect, overnight. With our unique knowledge and skills we can however help to make this
world a better place. By displaying and developing consciousness to today’s challenges and
maintaining an open mind for change. By designing a sense of place in our multi cultural
society. By being sensitive to environmental issues and cautious with natural resources. By
actively exposing and creating awareness for the uniqueness of all man. By determining that
design is a social issue, not a marketing instrument. By investing in research and education to
hand over our knowledge to a new levy of independent, creative thinkers. The inamsterdam
World Interiors Meeting will not avoid delicate issues and be open for discussion and receptive
to new ideas that may foster the interior professions contribution to the benefit of the people
and the future.
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5. Target Audience and Strategic Positioning
The congress is primarily aimed at international professionals working in or related to the
interiors discipline; interior architects and designers, architects, designers, conservationists,
historians, curators, producers, suppliers, educators and researchers.
Expected are 1200 participants from 45 countries, of whom 20% coming from outside of
Europe, 30% Europeans and some 50% from the Netherlands and neighboring countries.
Currently no global or European interiors congress exists. From 1963 until 2009 IFI, the
International Federation of Interior Architects and Designers, organized a bi-annual congress
aimed at it’s members (about 35 national member organizations). Since 2009 the IFI
congresses are part of the broadly set IDA (International Design Alliance) congress aiming at
communication-, product and spatial design.
In the interiors related art-historic domain congresses are often incidental, mainly regional and
mostly scientifically oriented.
The World Interiors Meeting is specifically aimed at professionals working in the broad field of
interiors (see above), setting it apart from existing congresses.
International marketing of the congress and direct marketing during the event offer the industry
a unique challenge to develop a common vision and marketing, and to enhance coherence and
visibility.
Program
The majority of the program will be interactive in stead of receptive. Congress participants are
challenged to actively participate in theme-sessions, workshops and debates. The keynote
speakers, who will be invited to pose provocative and challenging statements, will set the tone.
Only the keynotes are plenary. Participants put together their own congress program from a
broad range of parallel sessions. Designers and industry are invited to participate by offering
components to the program according to the ‘app’ principle. At any time there will be the choice
of 6 to 8 parallel sessions simultaneously, offering something for everyone. The whole feels as a
challenging and appealing bazaar of knowledge, encounter, presentation and debate.
Wednesday Thursday Friday Saturday
4 September 5 September 6 September 7 September
Morning Key-note 1 Key-note 3 Key-note 5
Key-note 2 Parallel sessions Parallel sessions
Afternoon Registration Parallel sessions Parallel sessions Plenary report of the
Key-note 4 sessions
Key-note 6
Evening Opening Ceremony Cultural Program Cultural Program Gala Dinner
Meet and Greet
party
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6. The Small Salon
Meeting, personal encounters, open dialogue and free exchange of views are key words during
the congress. The Small Salon will be the central meeting place, the foyer, the café. In the
Salon monitors will show the proceedings in all sessions. The Small Salon is situated in the
central foyer of the Beurs van Berlage and has an open connection to the World Interiors Salon
(see below). Food and drinks served all day!
Keynote speakers
6 internationally renown keynote speakers will be invited to pose a challenging thesis or vision
on the interior. Their approach will be diverse; from historian to re-user, from sustainability to
global culture, from philosopher to star architect. Focus area both in history, contemporary and
in future. Every keynote will be followed by a plenary discussion.
Theme sessions
Theme sessions are the core of the program; a wide range of subjects will be looked at from
different angles. All actual developments within the profession will be covered.
Theme sessions consist of presentations by international experts, followed by a discussion led
by a moderator.
Number of visitors per session varies from 20 to 500.
Participants can pre-register and will receive specific information in advance. Furthermore: free
admission and full is full.
Workshops
Participants actively set to work led by an expert in the field.
Participants can pre-register and will receive specific information in advance, and will be asked
to prepare a ‘homework assignment’.
Number of participants per session 20 to 50.
Presentations
Fellow professionals are invited to present themselves or their work or a subject that is of
particular concern to them.
Not intended for product presentations. Maximum duration 30 minutes.
Continuous performance, free entry, full is full!
Industry Presentations
Sponsored product or company presentations of interiors related products and industries.
Companies are challenged to go beyond the known product presentations and to focus on
holistic solutions for a changing society.
Maximum duration 30 minutes.
Continuous performance, free entry, full is full!
International Student Workshops
Prior to the congress students and young professionals from around the globe will work with
international tutors to explore knowledge and ideas. So far workshops have been prepared by
Gerrit Rietveld Academy and Delft University. See separate program.
Maximum number of participants per workshop 50, of whom max. 10 from the same institute.
Results of the workshops will be presented during the congress in exhibitions in the Salons.
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7. World Interiors Salon
The inamsterdam World Interiors Salon will be the event where designers and industry
highlight the best of the best in interiors and design. As part of the inamsterdam World
Interiors Meeting, loosely modeled after the ‘Casa Cor’ in Brazil, furnishers and manufacturers
of interior products present together with designers. The World Interiors Salon is not a fair, not
a product presentation but an integrated presentation showing design and innovation in a new
and innovative form and context, challenging opinions and debate on what is known and
familiar. Supervised by a curator and guided by a theme, groups of complementary producers
and furnishers together with designers build experimental environments that showcase their
products. Designers and industry from the Netherlands, India, China and Brazil will take up one
or more environments, adding interesting cultural variety and attractiveness for an international
audience. In the environments spectators undergo a live spatial experience themed around
‘young, lifestyle and care’.
World Interiors Salon will be open to the public from 20 July to 21 September 2013. During the
congress the Salon is the exclusive domain of the convention attendees.
Off Congress
Social Events
The opening ceremony is the meet and greet event for all participants. Ceremony and after-
party will not be exclusively for congress attendees, but open to all professionals.
There will be drinks (Heineken and Bols), food (typical Dutch herring, ‘kroketten’ and stew),
music (by prominent DJ’s) and light (by exciting VJ’s).
The closing ceremony will be more formal, after all we learned a lot these days. A gala-dinner
for participants and invitees, with nice speeches and maybe a last impressive keynote.
Exhibitions
All current exhibitions in the context of the World Interiors Event will of course be on the
agenda of the congress participants. A discount pass will be available.
Sponsors and industry around Amsterdam are invited to open their showrooms at night to
create an open-house circuit.
Guided Tours
All current tours in the context of the World Interiors Event are part of the congress program,
and some special tours will be prepared for congress attendees.
Foreign guests will receive a customized tourist guide in their ‘goody bag’.
Cultural Program
Congress participants are invited to enjoy Amsterdam’s always vibrant offering of cultural
events and exhibitions and to explore our world-class museums. The I Amsterdam City Card,
offering free public transport, canal cruise and museum admission and discounts on multiple
events will be available for congress participants at a discount.
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8. Venue
World Interiors Meeting and World Interiors
Salon will take place in the Beurs van
Berlage, located in the heart of the historic
city-centre of Amsterdam. The Beurs is not
just one of the most beautiful and best
located congress locations of the
Netherlands, it is also one of the great
masterworks of Dutch architecture. Built in
1904 by H.P. Berlage this ‘gesamtkunstwerk’
is now one of the top 100 Dutch UNESCO-
monuments.
A Thousand Chairs
The Beurs van Berlage was not originally designed as a conference hall, so we have to furbish it
for the occasion. Let’s do that in an interior designers way! For the convention the main
conference hall will be filled with all the chairs of Dutch make. Sofa’s in front, side-chairs in the
middle, office chairs in the back. All makes and models mixed, yet adequately labeled. The
stage is catwalk in the middle, challenging speakers to move around and spectators to look at
each other as well. An enticing and provocative setting that gives something to talk about, free
publicity and unconstrained sponsor participation.
After the congress the chairs will be auctioned for a broad audience at the inmarket and
revenues will go to charity.
afriend.inamsterdam
The inamsterdam World Interiors Event expects to welcome a large number of foreign
professionals to visit the Netherlands for the event. We not only want to offer these guests an
inspiring program, but above all let them experience what our specific Dutch approach is, what
we feel what’s important, and show what we would visit if we were here for the occasion.
The afriend.inamsterdam program offers a simple way to achieve this; when booking through
our website foreign guests can indicate that they would appreciate to have a cup of coffee or
drink a beer with a local Dutch colleague. During such an informal meeting experiences and
ideas for a successful visit can be exchanged. More is possible, but not necessarily. It’s up to
you. Dutch colleagues will be encouraged by their professional organizations to take part in the
program. Matching will be based on (professional) interest, language and availability.
Inamsterdam’s involvement is limited to the exchange of email addresses; host and guest
arrange their own meeting, hospitality will do the rest….
19 June 2012 - Page 6 of 12
9. Congress theme’s and sessions
Sustainability, Cradle to Cradle
Today’s design practice is no longer bidding and commission based, but proactive and
entrepreneurial. Designers formulate new challenges and propose solutions based upon a sense
of long-term responsibility, global stewardship and care for environmental, economic and social
systems and dimensions.
Second Life, Re-Use
Heritage houses, refurbished warehouses, old factories. Re-use is more and more the answer to
our housing needs. Is transformation sheer romance or the challenge of the future? Do we
need any more new buildings? Is Interior Architecture the architecture of the future?
Global Culture and Mobility
While the world is getting smaller and fuller regional thinking and populism are on the rise.
What challenges does globalization bring to the field of interiors? Do we adhere to local culture
or emerge into one global design language? Think globally, design locally?
Social Responsibility
Worldwide designers are taking up the challenges of morality, social inequality, environmental
issues and disaster relief. Designers take responsibility, and sometimes design does make the
difference. Can small steps and great effort return good for evil?
Training and Education in Interiors
While Masters Degrees and PhD Programs are more and more the prevailing standard in interior
design/interior architecture education, the internet still offers an array of correspondence
courses, distant learning and one day courses. What does it take to be a professional Interior
Designer/Interior Architect, and where does education draw the line?
Professional organizations
Smart phones, internet, social media. Is there still demand for professional organizations and if
so what is their added value? How do old and new ways of networking relate, and how do we
serve the collective these days?
Legislation
For decades interior designers around the world have been striving for recognition of their
unique profession as one that responsibly handles issues pertaining to health, safety and well-
being. Are title protection, building codes and licensing and legislation trade barriers or
benefits?
Heritage Interiors
Historic interiors tell us much about the culture, lifestyles and fashions of a certain time and
place. More and more we begin to see the unique values of heritage interiors. But interiors are
vulnarable, we shape them and every so-often we reshape them as they are overtaken by time.
Interior Senses
The interior is by virtue the domain of the five senses; sight, touch, smell, taste and hear. What
do designers do to relate these ‘outward wits’ to the ‘inward wits’: common sense, imagination,
fantasy, instinct and memory?
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10. Interior Materials
It’s not just the look and feel, materials are the base of it all. Beyond senses and wits we expect
materials to be ecological, innovative, smart, trendy, stylish, emotional, meaningful. Experts
discuss and discover what’s new and what’s known.
Design for Healthcare
We are using more and more of it, but nobody wants to need it; care (freely rendered from
Nietsche; “everybody wants to grow old, nobody wants to be old”). Now that in 2013 the first
generation of baby-boomers will retire, the theme is more actual than ever, and one of the
great challenges for interior designers and architects.
Design for Office Planning
New technologies, shifting social structures and productivity increase. The workplace has
changed dramatically over the past decade. How do we create work environments that
empower people?
Design for Retail
To supply or to seduce? is shopping becoming the new leisure? In a changing market place,
how do we tempt the consumer to buy it where he sees it?
Design for Education
Transferring knowledge to the next generation of independent thinkers is a key achievement in
any social structure. While the learning environment, the technology and the perception are in
constant flux, how do we design the educational experience of the future?
Design for Hospitality
A home away from home. A good treat can be as simple as a smile, but how do we meet the
needs (and greed’s) of the ever more demanding guest?
Design for Leisure
When the unavoidable is done, we need distraction. A designer’s challenge, that opens whole
new possibilities to accommodate and serve a growing legion of free-time spenders.
Design for Public Buildings
Mass service or customization. Public service is more and more a service oriented business. And
the design of public buildings maneuvers between transparency and distinction.
Designer Presentations
Fellow professionals are invited to present themselves or their work or a subject that is of
particular concern to them.
Industry Presentations
Sponsored product or company presentations of interiors related products and industries.
Companies are challenged to go beyond the known product presentations and to focus on
holistic solutions for a changing society.
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11. Preliminary Congress scheme and Longlist of speakers
Theme Session Speaker (ovb) Origin
Sustainability, Cradle to Cradle Key-note Michael Braungart Hamburg
Heritage Interiors Key-note Eloy Koldeweij Arnhem
Future Key-note Stewart Brand San Fransisco
Architecture Key-note Rem Koolhaas Rotterdam
Architecture and Interiors Key-note Ben van Berkel Amsterdam
Volksfilosoof Key-note Bas Haring Rotterdam
History and Heritage Key-note Simon Schama London
Global Culture Key-note Alain de Boton London
Culture and Care Key-note Karan Grover India
19 June 2012 - Page 9 of 12
12. Design for Healthcare Healthcare Hedy d'Ancona Amsterdam
Healthcare Fiona de Vos
Healthcare Erik Veldhoen Maastricht
Healthcare Victor de Leeuw Dordrecht
Design for Office Planning Office Rudy Stroink Utrecht
Office Erik Veldhoen Maastricht
Office Nel Verschuuren Amsterdam
Office Ellen Sander Den Haag
Office Frank Duffy London
Office Seville Peach London
Design for Retail Retail 1 Gezina Roters Rotterdam
Retail 2 Liesbeth van der Pol Amsterdam
Retail 3 Evelyne Merkx Amsterdam
Michel van Tongeren
Retail 4 SVT Rotterdam
Retail 5 Lyndon Neri NHDRO Shanghai
Design for Education (School,
University) Education 1 Pernille Palsbro Copenhagen
Education 2 Herman Herzberger Amsterdam
Marko van Zandwijk- Utrecht
Education 3 Versluis
Design for Hospitality (Hotel,
Restaurant, Bar) Hospitality 1 Patrick Leung Hong Kong
Hospitality 2 Tony Chi New York
Hospitality 3 Camille Oostwegel Maastricht
Hospitality 4 Suzanne Oxenaar Amsterdam
Design for Leisure Leisure 1 Thomas van Leeuwen Leiden
Leisure 2 Tracy Metz Amsterdam
Leisure 3 Joseph Farcus Miami
Leisure 4 Arnold Bos Utrecht
Design for Public Buildings Public 1 David Gianotten OMA Hong Kong
Public 2 Willem Jan Neutelings Rotterdam
Public 3 Christophe Grafe Delft
Public 4
Sustainability Sustainability 1 Gerrit Schilder Rotterdam
Sustainability 2 Ro Koster Hoesselt (B)
Sustainability 3 Thomas Rau Amsterdam
Sustainability 4
Sustainability 5
Second Life, Re-use Re-use 1 Frazer Hay Singapore
Re-use 2 Frazer Hay Singapore
Re-use 3 Cesare Peeren Rotterdam
19 June 2012 - Page 10 of 12
13. Re-use 4 Jan de Haas Rotterdam
Re-use 5 Evert Verhagen Amsterdam
Re-use 6 Coen van Oostrom Rotterdam
Re-use 7 Sven Brookhuis Albergen
Heritage Interiors Heritage 1 Hans Tulleners Amsterdam
Heritage 2 Chirashree Thakkar Ahmedabad, India
Heritage 3 Ann Massey London
Heritage 4 Evelyne Merkx Amsterdam
Heritage 5 Tim Knox London
Professional Organisation(s) Organisations 1 Joke van Hengstum Amsterdam
Organisations 2 Michael Alin Washington
Legislation Legislation 1 Kees Spanjers Amsterdam
Legislation 2 Joachim Jobi Brussel
Legislation 3 Jurgen Tiedje Brussel
Training and Education in
Interiors IA Training 1 Ellen Klingenberg Oslo
IA Training 2 Gennaro Postiglione Milano
IA Training 3 Joke van Hengstum Amsterdam
IA Training 4 Kees Spanjers Amsterdam
Global Culture and Mobility Culture 1 Francine Houben Delft
Culture 2 Arnold Reijndorp Amsterdam
Culture 3
Social Responsibility Social 1 Olle Anderson Goteborg
Social 2 Harry den Hartog Shanghai
Architectes sans
Social 3 frontieres Paris
Social 4 Peter van Asche SLA Amsterdam
Interior Senses Senses 1 Rogier van der Heijde Amsterdam
Senses 2 Marije Vogelzang Amsterdam
Senses 3 Rob Metkemeijer Noordwijk
Senses 4
Senses 5
Interior Materials Materials 1 Els Zijlstra Rotterdam
Materials 2 Gilian Schrofer Amsterdam
Workshop 1
Workshop 2
Workshop 3
Designer Presentations 24 sessions
Industry Presentations 24 sessions
(all names subject to change)
19 June 2012 - Page 11 of 12
14. Amsterdam, capital of inspiration
Let us welcome you in Amsterdam, capital of inspiration. An amazing city, with many faces that
will make you marvel. Amsterdam is a world city on an intimate scale that has a lot to offer:
some of the greatest works of art in the world, more canals than Venice, more bridges than
Paris and over 7.000 monumental buildings. No wonder Amsterdam’s historic city centre is
recently added to UNESCO’s world heritage list.
Amsterdam is a city with a large creative sector and a rich diversity of culture. Where else in the
world will you find an enormous collection of 17th century Dutch Masters, Van Goghs, a major
museum of modern art and a world-famous orchestra hall all on one square? Moreover, 2013
will mark the re-opening of all major museums; the famous Rijksmuseum and the National
Maritime Museum amazingly restored, the Stedelijk Museum of Modern Art extended with a
striking new wing and the new Filmmuseum rising out of the water like a big white bird. The
Hermitage Amsterdam showcases treasures from the ‘mother’ museum in St Petersburg and the
interiors of the Royal Palace have been meticulously restored. The Concertgebouw and the
main theatre have been restored and expanded and this list is still far from complete!
Even at night you don’t have to get bored. Throughout the year there are concerts in the
famous Concertgebouw or the notorious pop temple Paradiso, There’s jazz, opera, ballet,
dance, theatre and musicals in theatres throughout the city. Furthermore the city is strewn with
a vivid collection of cafés, many with outdoor terraces. In for some exciting nightlife? In the
trendy clubs and discotheques the best new dance music is played by prominent dj’s.
Amsterdam is a lively city that buzzes with energy and creativity. Due to it’s location and it’s
history the city is internationally orientated and gives home to no less than 175 nationalities. A
true melting pot of colourful people where the tramconductors are often able to address you in
different languages.
Amsterdam is easily accessible. Schiphol airport offers direct flights to more than 300
destinations worldwide and is only 20 minutes from the city centre. Amsterdam is a compact
city and it’s highlights can easily be reached on foot, by bus, tram or (water) taxi. Or by bicycle
of course!
Welcome!
We would love to welcome you in Amsterdam
during the year of interiors.
Consult our site www.inamsterdam.org for
news.
The inamsterdam World Interior Event 2013
and the city have a lot to offer. Don’t miss it!
19 June 2012 - Page 12 of 12
15. Stichting inamsterdam World Interiors Event
Oude Zijdsvoorburgwal 306
1012 GL Amsterdam
The Netherlands
T +31 (0)20 6279133
E info@inamsterdam.org
www.inamsterdam.org
16. 2013 will be the year of interiors in Amsterdam!
2013 will be the Year of Interiors in Amsterdam; an attractive and varied event program will
highlight the historic, cultural, artistic and economic importance of interior architecture and
design. Theme of the inamsterdam World Interiors Event 2013 is ‘Past, Present and Future
of Interiors’.
Existing and new initiatives in the field of interiors will be brought under one umbrella,
aimed at professionals as well as the public at large.
From March to October 2013 an array of exhibitions, fairs, events, projects, lectures,
seminars, presentations and much more around the theme of interiors will take place.
Where possible the program will connect to existing events. Other Dutch cities will be
involved in the World Interiors Event 2013.
• inamsterdam World Interiors Event 2013 highlights past, present and future of the interior
as a bearer of culture, motor of innovation and economic force.
• inamsterdam World Interiors Event 2013 deepens and broadens the awareness of
Dutch interiors and design among professionals, students and the public at large.
• inamsterdam World Interiors Event 2013 provides insight in the connection between well
designed interiors and the health, safety and well-being of people.
