Just like fairy tales and picture books that one reads when one was young, How They Work is a compilation of short stories and portraits of successful Dutch designers. The great number of exclusive pictures tell the tales of 17 individual designers who attained world fame with their distinct and remarkable Dutch approach.

Title: How They Work
Publisher: 010 Publishers
Editors: Inga Powilliet & Tatjana Quax

Put together by photographer Inga Powilliet and stylist Tatkana Quax, How They Work is an examination of the working styles of these 17 designers who propelled to fame thanks to their Dutch approach towards their work which translates into: “a fanatical attitude towards work, a healthy lack of respect for convention, and a determination to go their own way”.



The introduction of the book, given by Ingeborg de Roode, curator of the Industrial Design of Stedelijk Museum Amsterdam, highlights a short background of Dutch design, the difference in Dutch design approach as opposed to the norm of the design industry, (which is growing to become increasingly international) as well as the highly-appreciated quality and style of work produced by the designers who carry the Dutch approach in their work.

However, the increasing ease in communication transformed the world into a global village where people share and learn about one another’s cultures more conveniently compared to decades ago. This global community altered what is respected – “lucid, sound and functional” design – that is highly regarded among Dutch designers. However, they are forgotten among generations heavily influenced by globalization preferring “academically trained designers who emerged during the nineties”.



In all honesty, what catches one’s eye initially would not be the text, but the colorful splash of images. The generous spread of portraits revealed what goes behind-the-scenes and a one-page passage depicts the stories of the 17 individuals featured in the book.

How They Work allow readers to work through the book the way he wants it. There is no exact start or end to the book, just continuous fascination to view the amazing pictures and being awed by the portraits, and getting enchanted by the passages.

The book speaks of Dutch design, but most importantly it demonstrates the Dutch approach throughout the publication while conveying the message of Dutch design – freedom – a key aspect in the Dutch’s working style, which Ingeborg de Roode mentioned as “cheeky, with a healthy dislike of hierarchy”.



How They Work is a sterling effort in exhibiting the continuous success of Dutch working methods, an approach that will continue to be observed, sprouting successful talents from a well that never dries up. Indeed a wealth of success, How They Work is a triumphant publication that showcases success. A great picture book, a great childhood – a great collage of the finest Dutch design tales for the young and the young-at-hearts.


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