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New Dutch Wave

Environmental design project via FormNation

New Dutch Wave is a new international movement to celebrate top notch Dutch creativity and entrepreneurship.  We designed their physical appearance in the form of a trade show booth and activation locations during SXSW in Austin, Texas.

The New Dutch Wave booth consists of a stack of shapes and elements in different materials and textures. The visual language of these shapes as well as the color palette is clear and simple, in contrast to the relationship they have to each other, which is more chaotic. The presence of these two characteristics, clarity and chaos, creates a tention which represents the different group of start ups and partners. Unity through differentiation.