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Embassy of Health
Jaap Beyleveld

Embassy of Health

All week at Klokgebouw | Hall 2 | Strijp-S

As healthcare becomes increasingly complex, a more comprehensive approach based on new forms of collaboration is more vital than ever. To shape these changes and redefine services and practices, designers and stakeholders must reframe strategies and attitudes. The transition to the healthcare landscape of the future will be driven by a dynamic merger of organisations, people, environment and technology.

In the Embassy of Health, Waag technology & society, Philips Design, Máxima Medisch Centrum, U Create, DDF and the Creative Industries Fund NL address the central question: What will happen if the hospital of today no longer exists? Where will healthcare be provided, and how? What impact will this have on the healthcare landscape? What role will we play in healthcare? What will the relationship between healthcare professionals, patients, citizens and others look like? And what is the role of designers in shaping the future of healthcare?

During DDW we will explore various aspects of this design issue with design talent, healthcare professionals, commercial parties and government agencies. With ‘Chronic Health?’ the Embassy of Health highlights the power of design to lead the healthcare transition: What will our future healthcare landscape look like if the hospital of today no longer exists?

To find out more about the exhibition and the current programme, visit the World Design Embassies website.

Lisa Mandemaker

Aspiring parents who choose to undergo in vitro fertilization (IVF) to conceive a child, are confronted with the clinical reality of the fertility clinic. This reality, and the process they undergo, is often perceived as sterile and detached. Lab Romanticism provides these parents with a ritual that reconnects them to this process and turn it into a shared experience. In this ritual they are invited to be mindful of the last three to five days of the IVF process, in which the embryo ‘travels’ through different stages before it’s placed back into the uterus.

Studio Ku

The consumption of ginseng in Traditional Chinese Medicine (TCM) is believed to connote the supplement Jing Qi (Chinese: 精氣; essence and qi/vitality) as ginseng grows in a harsh, natural environment and takes the shape of a man's body. The conceptualization of "qi" is considered to be consumed more than consumption of the material itself. Long-lived wild ginseng, in particular, is deemed as anti-ageing. Due to the belief system of TCM, people think that wild ginseng is more powerful than its cultivated counterpart. This has caused illegal harvesting and led to wild ginseng becoming endangered in North America and East Asia. A serious conflict between ‘biodiversity’, contemporary thinking of ecological conservation and the cultural value of traditional Asian medicine arises. The Millennium Ginseng Project aims to find ways to resolve this complicated situation between global modernity and Asian tradition.

Joost van Wijmen


Stimuleringsfonds Creatieve Industrie

Philips Design

Máxima MC



World Design Embassies

World Design Embassies is a programme in which design is used to develop new perspectives and tangible solutions for social challenges. At World Design Embassies we take a human-centred approach to developing visions, products and services to meet current and future needs. We do this by bringing together issues such as health, safety, mobility, sustainable products and services, building and living, technology, urgent issues related to water, climate change and food in embassies for the future. WDE is a year-round programme organised by Dutch Design Foundation and partners and culminates with exhibitions and events during Dutch Design Week.