Trasformation Design

How are lifestyles influenced by the dynamic nature of today’s societies? What is the impact of innovation on our daily lives? Can we change lifestyles is such a way that they can better face the challenges of the future?

Humanity needs to reconsider its position towards nature (climate change, natural resources), towards society (personal relationships, ageing demographics, cultural diversity, overpopulation), towards technology (digital networks, robotics, biotechnology), etc. A number of significant new developments such as the ‘new economy’ and the ‘sharing economy’ confront us with the vital necessity of changing our lifestyles. We are now heading into a period of further transformations that will deeply impact our lives on a personal, social and economic level.

Within the discipline of lifestyle transformation, design students conduct research of the conscious and unconscious behaviour and needs of human beings – groups as well as individuals – and of their identity and values in relation to the given context, to society, and to the economy. The results of such research provide valuable information and insights into the lifestyles of groups and individuals in the past, present and future.

Many businesses, institutes, brands and even political parties understand the importance of obtaining information on lifestyles, on the behaviour and needs of groups and individuals, and on ways of influencing these lifestyles. This makes it possible for them to arrive at well-informed decisions. This also requires the expertise of lifestyle transformation designers who are able to think creatively – out of the box – and to come up with solutions based on completely different points of view or approaches.

A lifestyle transformation designer achieves this by debriefing the assignment, by questioning and critiquing the underlying values at every step of the process, and by interpreting the information obtained in order to predict future behaviour and needs. This process is based on the method of design thinking. The lifestyle transformation designer formulates innovative and wide-ranging solutions and/or ideas for simple and complex market challenges, focusing on the transformation of lifestyles or of the market itself.

Communication of these ideas or solutions plays a crucial role in increasing awareness and generating impact. The end result of this communication is always a visual product (2D and/or 3D). Such visualisations constitute a direct form of communication that helps generate public interest and opens up new perspectives.

STUDY OF LIFESTYLE TRANSFORMATION DESIGN

Lifestyle Design students should be innovative, visionary and determined.

Students familiarise themselves with methods such as future thinking, design thinking and storytelling, and learn to apply these methods in their research. You will develop essential skills such as conceptual thinking and the ability to formulate and develop a vision, and learn how to apply these skills in the design process.

Collaboration with fellow students, both within and outside your own discipline, as well as international crossovers, are also an essential part of the design process. In order to arrive at a convincing visual representation and communication of your end product or solution, in which styling plays a key role, you will be studying visual techniques such as photography, audio-visual media, web design and graphic design. You will also be familiarising yourself with a variety of (production) methods, from traditional crafts to cutting-edge technologies.

The curriculum addresses a wide range of topics: mobility, the knowledge economy, technologies, food, health, relationships, retail, art and culture, etc. Representatives from the professional market will participate in the projects as clients or partners, sharing with you their extensive knowledge and experience. This professional market is extremely diverse, from commercial businesses to municipal governments, from institutes to platforms, from media to the public domain, from healthcare to education. Last but not least, you will develop a distinctive visual style of your own by assembling a comprehensive portfolio as you progress through the study programme.

Creating Pioneers

Our successful Lifestyle alumni include: Dorian Jurne Blanke & Rose Schildwacht (Rossi & Blake); Bibi Middelburg (honourable mention TWOTY Upcoming Talent); and Paulien Routs (winner TWOTY Upcoming Talent and listed in the HOT100).