Design+Desires is a people centered, research-and-do program, set up by Renny Ramakers (co-founder of Droog), in collaboration with Mark van der Net (OSCity).

D+D searches the diversity of dreams, passions and needs of city dwellers.

D+D translates the diversity of society into new understandings, products, places, services, models and strategies.

Our work ranges from the creation of and interaction with a global community to hands on local fieldwork.

D+D projects are self-initiated and commissioned by both institutional and private clients.



In the era we live in, the modern urbanite lives through virtual and real relationships in an increased fragmented society, which offers a range of problems, possibilities and opportunities. However in top-down city planning citizens are perceived as abstractions, and the diversity of their dreams, desires and needs is heavily neglected. There is a gap between the view of professionals and how citizens make their environment. D+D connects city dreamers with city makers.



We start with dialogues – both broad and detailed – using diversity, data and imagination of people to fuel creative processes. We connect people and facilitate engagement. Our aim is to transcend contradictions, preconceived notions and wishful thinking by motivating new combinations, new opportunities and new possibilities.

To connect to people we use new technologies (high and low tech) in combination with online and offline processes to unlock creative and fun ways of participation and involvement.

We remix and reframe people’s thoughts and ideas – the diversity of their dreams and desires – creating innovative concepts that transcend the totality of the project.



We develop social media scans, public data scans, online polls and data visualizations. Our research process distinguishes itself from the usual statistical research by using playfulness and openness to stimulate the imagination of the poll respondents. To deepen the emotional data, we combine this broad approach with a more personal dialogue.

Using the generated data, we reflect and design by involving our poll respondents in the design process. Our design process is a unique iterative process in interaction with individual respondents.

Leading principles in our design research are vision, innovative tools and creative translation. Depending on each project and its affiliated team members, the relevant tools for carrying out the research-and-do process will be selected. These tools (e.g. social media scans, public data scans, online polls, design thinking) are being composed by the latest knowledge from various disciplines (e.g. sociology, city planning, economy, design) and employ the newest (digital) technologies (e.g. big data, social media, and online platforms). 



Design+Desires is the next step in de evolution in the work of Renny Ramakers and Mark van der Net.

In 1993 Renny Ramakers co-founded Droog Design, which became a world famous brand. In her Droog work, she has always emphasized the importance of unexpected perspectives on reality and interaction with users. She is always stretching the borders of design thinking. In a reaction to China’s attempts to get rid of its copycat image, she went to China to copy. When the Amsterdam city authorities approached her to tackle the problem of youth unemployment in a neighborhood, she successfully challenged the youngsters by asking them if they wanted to turn their passion into their dream job.  She started a project in the New York suburb Levittown because she was inspired by the New York service industry and wanted to experiment how a boring suburb could benefit from economic activity. Her broad design activities range from the field of products to environments, scenario’s, services, and city projects. In 2012 she was selected by the American magazine Newsweek as one of the women who shake the world.

Mark van der Net is an architect and computer programmer, who studied architecture, urban planning and electrical engineering at the Eindhoven University of Technology. He is founder of OSCity (Open Source City) an online data tool with which he explores how cities and information technology are intertwined. He wants to make the virtual side of present day city life of both individuals, as well as society at large visible. With data research, interactive installations, tools and platforms, he aims to explore the way technology shapes the culture of the future. His goal is to create a new way of urbanism, which could facilitate a changing society.



Together with you we create the city of tomorrow, for a million identities.

Because we believe in the innovative power of diversity.

We explore new possibilities that go beyond contradiction.

Explore, share, interact, join and design!



Lorien Beijaert (NL) and Arna Mačkić (B-H). Architects and founders of Studio L A. With their studio they use the practice of architecture to investigate societal issues, phenomena and narratives, and to place them in renewed perspectives. Their projects often relate to the subject of ‘collective identity’. Their spatial designs do not aspire to be off-the-shelf structures, but are allowed to cause friction. For them architecture is an experimental space in which they use spatial models to work towards an more inclusive society. Studio L A has won several awards, including the Dutch Design Award 2014, Best Dutch Book Design 2014 and the Maaskant Prize for young Architects 2017. Studio L A is connected to the Architectural Design department at the Gerrit Rietveld Academy in Amsterdam. Arna Mačkić as head of the department and Lorien Beijaert as tutor.

Edith Gruson (NL) is a designer and leads the interdisciplinary design platform ProArtsDesign. She is specialized in finding creative and sustainable solutions for complex communication tasks, integrating spatial, graphical and virtual presentations within one actively operative concept.  Her numerous clients included, for instance, Bang & Olufsen, De Bijenkorf, KPN Telecom, Museum Boijmans Van Beuningen, Tropen Museum and several Architecture Biennals. She was for 14 years head of the masters Graphic Design at AKV st Joost, teaches at the Hasselt University. Currently sets up a summerschool RotterdamBabylon at the WdKA in Rotterdam.

Jan Konings (NL) is a designer who primarily focuses on creating alternative approaches to organizing public space. In his view public space functions less and less well as a result of increasing regulations and privatization. He works at the cutting edge of urban design, landscape, art, ecology and design with the aim to investigate ways of improving and enlivening the social cohesion of public space with (minor) changes or additions, prompting more involvement by people in their surroundings.

Sarriel Taus (NL). Experienced as entrepreneur and specialized in (social and ethical) startups and turnarounds, he set up restaurant Fifteen Amsterdam in 2004 together with famous chef Jamie Oliver. With his expertise in social real estate and love for food, he was closely involved in the start up of Holland’s first and famous ethnical foodcourt, the ‘World of Food’ in Amsterdam Zuidoost. He is constantly pursuing innovative organization models and social challenges to better our society. In that respect, he also initiated ‘ZuiderMRKT’, the first cooperative fresh market run by local residents in his own neighborhood.

Ton Venhoeven (NL) is founder and design director of VenhoevenCS architecture+urbanism. Part of his practice as architect and urban planner is research and advise on Smart City, Smart MicroCity and Healthy City, the relation between mobility and the city. He not only has a background in design and engineering, but also in government and academia. As Chief Government Advisor on Infrastructure (2008-2012) he advised the Dutch National government on sustainability of infrastructural, urban and regional plans. During his time as professor of architectural history and theory at Eindhoven University (2005-2009) his design research focused on the pedestrian city of tomorrow.

Suki (ID) works as project coordinator and spokesman for the program Design+Desires. His analytical skills derive from his background in modern and contemporary art history. Besides his work for Design+Desires he is writing a PhD thesis about corporate art ath the VU University Amsterdam.