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Jury report
the assignment
the jury
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judging the entries
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the winning entries
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honourable mentions
public award .
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about the competition
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The jury (from left to right): Yvette van Boven, Marije Vogelzang,
Rob van Thiel (jury chairperson), Carlijn Olthof, Annemiek
van der Steen, Nikolaï Carels, Lenneke Wispelwey, Rene van
Leeuwen and Beate Toonen.
the assignment
‘cooking and dining’
Over 370 designs are displayed at �’s head office.
Design that one special product that makes cooking and
dining easier and more fun, which is simple to use and
beautifully designed: that was the assignment given to
Dutch design students for the 27th edition of the �
Design Competition. Despite the exceptional level of this
year’s entries, the jury was unanimous when choosing
the winner.
HEMA wants to make people’s daily lives more fun and
easier with beautifully designed products of particular
simplicity – our unique HEMA signature. Especially with a
theme like cooking and dining, it’s important to keep to that
golden rule. Kitchens are usually overfilled with unnecessary
products that are doomed to a thankless existence in a
sing really. Everyone is interested in food in some way. But it
sons. After a fruitful discussion, we also chose a second and
cupboard or drawer after a single use. But that doesn’t need
involves more: we use our living areas differently. Once
third prize and as much as five honourable mentions.
to be the case. That’s why we asked students from the
upon a time, we watched television in the living room, ate at
Twenty-seven designs compete for the public award. As in
participating design institutes to design a special product
the kitchen table and used the computer in the study. But
previous years, the general public also will have an oppor-
that could play a central role in the kitchen or at the table.
thanks to the smartphone and tablet, we can work or
tunity to vote for their favourite design. Because ultimately
For indoors or outdoors. The students proved themselves up
browse the Internet anywhere: on the sofa and in the
our customers determine whether a product is a real
for the challenge, as we discovered when we unpacked the
kitchen. And that seems to be the hub of today’s modern
success. From 16 June to 13 July 2014, the general public can
entries one by one. They included attractive, amazing and
household: a real multipurpose living area. Because what
vote for their favourite on
above all very useful products. We saw beautifully finished
could be nicer than sitting in the heart of the house?
prototypes that could go straight into the shop. The jury was
In response to our changing mobility, we need simple
Rob van Thiel
immediately excited. There were naturally areas for impro-
products that reflect our need for convenience and for
jury chairperson HEMA Design Competition 2014 and mana-
vement too: students should do more background research
creating space. Objects that work indoors and outdoors,
ger concept design HEMA
to see whether a product already exists.
smart gadgets, products reflecting our focus on health.
Some of the designs we saw were already available, or
User-friendly products that make the kitchen cosier and
even on HEMA’s shelves already. That obviously wasn’t the
smart innovations. That’s what the consumer wants and that’s
intention. There should also be more focus on innovation
what we were looking for as the jury.
– we will be more excited about a new, not yet invented
Was it a difficult job? Actually, the process was easier than
product than about yet another chopping board (unless it is
ever before: we unanimously chose a number one – that
a very special chopping board!). The theme ‘cooking and
dining’ provided plenty of inspiration. And that’s not surpri4
Jury chairperson Rob van Thiel.
hadn’t often happened in the 26 previous editions of the
design competition, according to previous jury chairper5
the jury
Rob van Thiel (jury chairperson)
experience, she is regarded as a pioneer and grande dame (de
this, Carlijn worked as a fresh food development buyer at Starbucks
‘I look for products which show that the designers have dared to
Volkskrant) in the field of food-related design.
Coffee Company and at the Bijenkorf as retail food purchaser.
one well-designed product that adds value to the kitchen, something
Lenneke Wispelwey
Rene van Leeuwen
that really helps you when you’re cooking or at table.’
‘My feelings are the basis for my designs. I want my products to make
‘A product must be easy to use, but not too simple. If there’s no WOW
Rob heads the concept design department at HEMA. He is responsi-
people smile. So if one of the entries makes me smile, that’s good.’
effect, it’s not a winner. It’s important that a design does not exist
ble for the HEMA signature and instructs the concept designers
Designer Lenneke Wispelwey primarily focuses on porcelain. She has
already and it must be immediately clear what it’s for. If you apply
working in the various HEMA units. Before joining HEMA, Rob was
her own studio in the Arnhem’s fashion district where she creates
these criteria, most of the entries fall by the wayside and the real
design manager at WE, category manager at Wehkamp and buying
honest and harmonious designs, inspired by her own memories and
winners remain.’
manager at Mac&Maggie.
objects from daily life. In 2006, Lenneke took part in the HEMA design
Rene works for HEMA’s purchasing organisation. As a buyer, he tends
competition, receiving an honourable mention for her Pop-me up
to focus on a product’s commercial feasibility. He is responsible for
design, a fold-up cardboard dressing table.
various projects and tenders, through which he buys the best
think out-of-the-box, but bearing in mind the word ‘simplicity’. That
Nikolaï Carels
‘I don’t want a hotchpotch of a product. I watch out for contrived
products for the best price for HEMA.
features, things that you really don’t need. I check whether a product
Yvette van Boven
adds anything to the essence of cooking and dining.’
‘Many kitchen products are only used once and then disappear to
Annemiek van der Steen
Nikolaï works as a freelance designer for several national and
the back of the cupboard. Designs must be useable and practical.
‘An original design that I’ve never seen before – that’s what really
international companies. As a creative entrepreneur, he also initiates
I’m looking for the cork in the bottle, a logical and simple product.’
excites me. I want to see a gorgeous and practical product. What’s
sustainable projects that he develops, finances and markets with
Yvette is a chef, cookery book writer, illustrator, co-owner of a
more, the design must fit into an existing HEMA collection. If you have
various partners. As a student, he won the 1990 edition of the HEMA
restaurant, culinary editor and columnist at Libelle, Red and the
all that, then you’re a winner for me.’
design competition with the famous Le Lapin whistling kettle. Several
Volkskrant, food stylist and recipe writer for many magazines at
Annemiek is a concept designer of toys, stationery, party goods and
of his designs have received a Red Dot Design Award, GIO award
home and abroad. For her books, she has received several awards
the assortment for Christmas, Easter and ICT at HEMA. She studied at
and Design Plus award.
and nominations, including cookbook of the year on a number of
the Rietveld Academie where she did graphic design, illustration and
occasions. Before embarking on her cooking career, she had her
fashion. As an illustrator, she has worked for Trouw and Vrij Neder-
own design company in Amsterdam.
land. Her first children’s book was recently published.
must be original and add value in the kitchen.’
Carlijn Olthof
Beate Toonen
In 2000, Marije graduated from the Design Academy in Eindhoven.
‘Most importantly, a product must not be too difficult to use. The
‘A product that’s immediately typically HEMA gets my vote. Design
She works as a designer based on the verb ‘to eat’, assuming that the
customer must immediately understand what you can do with it.
and convenience make the difference.’
food itself is already perfectly designed by nature. After developing
When I get excited about a beautiful and practical design, I know
Beate is interim unit manager at HEMA and responsible for the
and selling two experimental restaurants (Proef, in Rotterdam and
that it’s good.’
commercial side of most of the hardware ranges, from duvet covers
Amsterdam), she designs for the catering industry, hospitals and the
Carlijn is unit manager at HEMA and responsible for purchasing,
to tableware and from curtains to stationery. Beate gained wide-
food industry. Recently, she was the curator of two big exhibitions
product and concept development. She does this for the retail fresh
ranging experience at Hunkemöller, V&D and Wehkamp with regard
about the combination of food and design. With fourteen years’
groups, the restaurants and the takeaways operated by HEMA. Before
to buying & merchandise management in fashion and hardware.
Marije Vogelzang
‘A good designer doesn’t make things too difficult. For me, a product
The jury discusses the selected designs
on the jury table.
Discussion and consultation about the designs.
Judging the entries
� products are unique because of their simplicity.
another room where designs are arranged on long tables
During the 27th edition of the � design competition,
awaiting the jury’s judgement. The jury is clearly eager to
the jury looked for a design that fulfilled that requirement
see and try everything out. At first glance, jury chairperson
among the over 370 entries. The theme cooking and
Rob van Thiel is confident that they will find a winner among
dining delivered exceptionally high level entries from the
the entries. But after looking through the first crate, he is
participating students. Will they find that one handy
amazed at the number of chopping boards he’s seen.
kitchen gadget that every home cook has been waiting
‘Chopping boards with waste containers, a foldable
version, a chopping board with an integrated knife… what’s
with all the chopping boards?’, he laughs. ‘They’re useful but
The jury members assemble in the atrium of HEMA head
not original.’ Fortunately there are plenty of designs that are
office, where there are four huge crates packed with
truly unique, because the level of the entries is higher than
designs. And that’s not all, because next to the atrium is
last year, according to all the jury members. The students
have clearly done their best to be as innovative as possible.
Some designs have been printed in 3D, which benefits the
quality and finishing level. Other products have been
crafted with lots of love and attention. Lenneke Wispelwey
smiles when she sees ‘De HEma, pa, broer, zus-servet’: a
baskets can be found on the shelves today. And some
a kitchen gadget that is far too complicated. Apparently it
linen napkin that you can easily fold into a hat. ‘How funny!
designs aim to provide a solution for a problem that doesn’t
enables you to fix cooking utensils to a pan, but that’s not
Perhaps it would work better if it was made of paper, but it’s
exist. ‘Like the gadget that helps you eat a millefeuille
immediately clear.’ Another designer did manage to
certainly in with a chance.’ Annemiek van der Steen also
(tompouce in Dutch) without making a mess. But the charm
execute the same idea well. The Klikspaan immediately
loves everything that is cheerful and aesthetic: ‘I’m looking
of the millefeuille is just that: getting sticky hands is part of
lands on the jury table. And there were more gadgets that
for something practical, that’s lovely to look at. I like things
the fun.’ Beate Toonen joins in: ‘Designers often think too
cheered the jury, just through their names: Lepelhulpje,
which are original, like this wonderful Koekhapslinger, that’s
deeply about things.’ Rene van Leeuwen: ‘If you take a
Kwekker, Trakteer dier, Opscheppers and more. They were
on my list of favourites.’ Carlijn Olthof also loves the festoon:
really critical approach, you can cross out lots of things.
all interesting and different, and that was the intention. After
‘This makes me really happy. A product that really fits into
Designs which are too difficult or even too simple.’
a long day of looking, feeling, asking critical questions and
discussing the designs, three winning entries were chosen
HEMA’s party goods assortment.’
Nikolaï Carels and Marije Vogelzang.
So what did they like? A mixing bowl which can be used as
which fulfilled the requirements. The jury members were
Despite the high quality of the entries, not all of them
a baking tin: Nikolaï Carels immediately saw a practical
unanimous – and that’s very unusual – for the number one!
necessarily fulfil the requirements of the assignment: an
product here. A new design for a millefeuille which has a
Five designs deserve an honourable mention and another
innovative product related to cooking and dining that
layer of crunchy puff pastry under the top pink layer
nineteen designs were nominated for the public award. In
makes life for the HEMA customer easier and more fun.
provided a lively discussion: is that a brilliant food
total, there are 27 designs for which the general public may
Marije Vogelzang points out that many designs already
innovation or doesn’t it really add anything, apart from a
vote. So a successful edition of the HEMA design
exist: all those chopping boards, coasters and picnic
different sensation in the mouth? Carlijn Olthof: ‘Here I’ve got
first prize
first prize
‘What a brilliant idea. A
product of amazing
simplicity. Can’t imagine
why we never thought
of it earlier, a real
jury chairperson Rob van Thiel
The Bak kom is a silicon mixing bowl and baking tin in one. The design
perfectly fulfils the desire for a simple product that makes life easier:
no more pouring a cake mix from a heavy mixing bowl into a baking
tin. You just mix the ingredients in the Bak kom. Then fold over the edge
and put the cake in the oven. Baking has just become faster and more
Carlijn Olthof and Yvette van Boven.
the designer
Karlien Berghman
TU Delft
‘The Bak kom prevents spills
while baking a cake. Once the
cake has cooled down, you can
lift the Bak kom out of the oven
by its edge. Because of the flexible material, the cake is easily
removed from the tin.’
second prize
De Klikspaan
third prize
Pret Servet
‘This is a wonderful
product. The Klikspaan
adds value in the kitchen,
compared to other
kitchen accessories
which are often
‘Here, functionality
and fun are in perfect
balance. Before a meal,
kids can fold a fun
animal, during the meal
they can look at it and
after the meal they can
wipe their dirty fingers
on it.’
jury member Nikolaï Carels
jury member Rene van Leeuwen
The Klikspaan offers a solution for a problem facing everyone when
The Pret Servet turns every child into an origami artist. In a trice,
Liza Boon
cooking: where do I put my spatula? The Klikspaan is a frying pan
he can fold a dog, bird, cat or rabbit. The napkins are in cheerful
with a handle to which you can attach a spatula. The spatula is firmly
colours and look bright and attractive even in the packaging.
Universiteit Twente
fixed so that it doesn’t tilt forward. You can easily remove the spatula
The designer suggests putting ten of the same napkins in one
from the handle to continue cooking. A handy and user-friendly
packaging, because children often have a preference for a
certain animal. That prevents one animal being left over and the
the designer
‘I hate my counter getting dirty
when I put my spatula down
whilst cooking. On the edge of the
pan then? That can lead to burns
(wood) or melting (plastic). But not
with the Klikspaan.’
customer can choose several packs of their favourite animals.
the designer
Evelien Habing
TU Delft
‘You can easily fold the HEMA
Pret Servet into your favourite
animal. No child is now at risk of
getting bored during a meal.’
honourable mention
Hellingbord 5%
honourable mention
‘The Hellingbord is a
beautiful design. The
idea is potentially very
good, but the angle
could be a little bigger.’
‘Whether I would buy
something myself is an
important criterion
when judging a design.
I definitely want the
jury member Beate Toonen
jury member Annemiek van der Steen
The Hellingbord makes it easier for children and adults to eat soup.
The dish has a five percent angle, make it unnecessary to tilt your
dish while eating. The emphasis is on relaxed eating, rather than on
the actions required to eat your soup without spilling.
The ready-made Koekhapslinger consists of a six metre festoon
the designer
the designer
Ymke Koopman
Whitley Vries
with twelve brightly printed spice cakes. The designs can be varied
Design Academy Eindhoven
Hogeschool van Amsterdam/AMFI
attach pieces of spice cake to a string: just hang up the festoon
‘I came up with the idea when
I was working in a care home
restaurant, where I saw people
with Parkinson’s struggling with
their soup.’
‘It would be a shame if a
traditional Dutch party game
like bite-a-cake disappeared,
but tying pieces of cake to a
string takes a long time. Now,
however, there’s the ready-made
to reflect festive themes like King’s Day or a birthday. No need to
and you’ve got a fun activity for any kid’s party.
honourable mention
De HEma, pa, broer, zus-servet
honourable mention
‘A fun product with a comic
twist. I love humour on the
shelf. What’s more, the napkin
looks gorgeous.’
‘Brilliant. Here
the designer has
really studied the
millefeuille and the
production process
in depth. That alone
is worthy of an
jury member Lenneke Wispelwey.
jury member
Marije Vogelzang
This napkin has a simple graphic colour pattern that can also be
Brave of this designer to tinker with HEMA’s traditional Dutch favourite.
Louise Rietvink
used as a folding line. If you follow the instructions on the label, you
The designer has crunched the top layer, making it easier to ‘break off’
can create a recognisable shape, for example a paper hat. You can
a piece with your fork. The jury was enthusiastic about the designer’s
Koninklijke Academie van Beeldende
use your own imagination to produce nice shapes, making the
extensive research and presentation. No entry provoked more
HEma, pa, broer, zus-servet fun for young and old.
discussion between the jury members. Comments varied from ‘unne-
the designer
Kunsten, The Hague
‘My design is simple yet fun, adding
to the atmosphere of a nice family
cessary tinkering with Dutch heritage’ to simply ‘brilliant’. Clearly, this
product deserved an honourable mention.
the designer
Joep Brouwer
Hogeschool van Amsterdam/AMFI
‘The millefeuille has kept its iconic
shape, but it’s now much easier
to eat.’
honourable mention
Public award
The jury selected 27 designs from the more than 370 entries for the public award of the HEMA design competition. The general
public can vote for their favourite design on from 16 June to 13 July 2014. On this website you will find
more information about the selected designs. For the public award, the following designs were nominated:
‘It’s time that the Netherlands
got used to the idea of saving
and sharing food leftovers.
This will help us solve a huge
social problem: unnecessary
food waste. The Neem-mee’tje
promotes this.’
KatM Kaffee trifft Milch
Leontien van Hattem
Karlien Kleissen
David Ehrenforth
Willem de Kooning Academie,
TU Delft
Fontys Hogescholen, Venlo
Jorien Bootsveld
Ymke Koopman
Whitley de Vries
Universiteit Twente, Enschede
Design Academy Eindhoven
Hogeschool van Amsterdam/AMFI
Hogeschool Rotterdam
jury member Yvette van Boven
the designer
A foodie bag, is how the designer of the Neem-mee’tje describes the
Floor Hopman
design. That sounds so much nicer than the familiar doggy bag, and
Design Academy Eindhoven
sticker that acts as a handle and a label on which to write a mes-
Pret Servet
Natje & Droogje
sage for the person taking the food home. The designer hates food
Evelien Habing
Leslie Nooteboom
Jeroen van Lieshout
‘It’s lovely to eat with friends and
family. However, because we
tend to make lots of food for such
occasions, we unfortunately throw
away a lot too. I feel that we ought
to share food with each other.’
waste and has come up with a clever and attractive solution. The
TU Delft
TU Delft
Fontys Hogescholen, Venlo
it looks good too. The Neem-mee’tje can be closed with a colourful
foodie bag offers a great alternative to exchanging Tupperware
containers, which are never returned to their rightful owner.
De HEma, pa, broer, zus-servet
Op ieder potje
Glenn Mosterd
Louise Rietvink
Joep Brouwer
Renske Rothuizen
Jurjen van der Veen
Mandy van der Heijden
Academie Artemis Amsterdam
Koninklijke Academie van
Hogeschool van
Design Academy Eindhoven
Fontys Hogescholen, Venlo
Design Academy
Beeldende Kunsten, The Hague
Trakteer dier
De Limopomp
Job van den Berg
Sarah Amrani
Piet Lam
Design Academy Eindhoven
Willem de Kooning Academie,
Fontys Hogescholen, Venlo
Emmer Barbecue
De Bak kom
Jip Warendorf
Karlien Berghman
Daniel Daudey
TU Delft
TU Delft
Hogeschool Windesheim
Hogeschool Rotterdam
De Klikspaan
Floor Hopman
Liza Boon
Tom van de Water
Design Academy Eindhoven
Universiteit Twente, Enschede
TU Delft
Koffie koon
Esteem steamer set
David Ladiges
Camila Fix Decourt
Jill Setjadiningrat
TU Delft
Koninklijke Academie van
TU Delft
Beeldende Kunsten, The Hague
The winning designs, honourable mentions and various other HEMA Design Competition entries will be on display at
Amsterdam Public Library (Oosterdokskade 143, within walking distance of Amsterdam Central Station) from 29 August
to 2 November 2014. For more information, see
about the competition
Design is an important factor in �’ success. The �
their way into HEMA stores, including the Le Lapin whistling
participating design schools
Design Competition has existed since 1983 and has
kettle, the HEMAnd and the Decolleté Portemonnee. The
This year, students from the following universities and
become an institution for designers, academies and
Blijzetkruk, a design that received an honourable mention in
institutes entered a design:
2013, has been available in HEMA stores since 2014.
 Academie Artemis Amsterdam
 Academie Beeldende Kunsten Maastricht
The objective has remained the same over the years: to
stimulate students at various fashion and design institutes in
the Netherlands to create a “typically HEMA” product. HEMA
feels it is important to give students practical experience and
create greater awareness of design among the general
‘Le Lapin’
Nikolaï Carels,
winner 1990.
 Amsterdamse Hogeschool voor de Kunsten
 ArtEz hogeschool voor de kunsten Arnhem
 ArtEz hogeschool voor de kunsten Enschede
 ArtEz hogeschool voor de kunsten Zwolle
public. The publicity surrounding the competition gives
 Avans Hogschool AKV ST Joost, Breda
young designers immediate exposure within the design
 de Haagse Hogeschool
industry and among the general public. It is also HEMA’s
 Design Academy Eindhoven
intention to actually produce and sell one or more of the
 Fontys hogescholen, Venlo
winning items. Naturally, this is the best prize of all for the
 Hogeschool Rotterdam
participants. Over the years, 37 designs have already found
 Hogeschool van Amsterdam / AMFI
 Hogeschool van Arnhem en Nijmegen
 Hogeschool voor de Kunsten Utrecht
 Hogeschool Windesheim Flevoland, Almere
‘Decolleté portemonnee’
‘De Blijzetkruk’
 Hogeschool Windesheim Zwolle
Yanti Slaats,
Hiske Elferink,
Simone Post,
 HZ University of Applied Science, Vlissingen
winner public award 2010.
winner public award 2012.
honourable mention 2013
 Koninklijke Academie van Beelden de Kunsten, The Hague
 Saxion Hogeschool Enschede
 TU Delft
 TU Eindhoven
 Universiteit Twente, Enschede
 Universiteit van Antwerpen
 Willem de Kooning Academie, Hogeschool Rotterdam
Lenneke with the HEma, pa, broer, zus-servet.
PO Box 37110
The Netherlands
[email protected]
+31 (0) 20 311 43 70
The design competition can also be followed on Twitter and Facebook.
Nothing in this publication may be copied and/or distributed by means
of photocopying, microfilm or any other means without the prior consent

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