There is no mistake, there is only make

Experience the process

You will get unprecedented access to Philips’ designer's workshop, where you can observe the intricacies of packaging mock-ups, color fixes, prototypes, and more. You can follow the transformation from the initial customer research, through the development of innovative ideas and finally to the delivery of life-changing products, reflecting this year’s DDW theme - "Real, unreal."

Explore the craftsmanship of the designers

The exhibition is structured around key stages of our design process. You will be able to explore what happens in the research phase, which is all about empathizing with users and their needs. This is followed by the concept phase, where creativity pushes the boundaries of innovation. The journey continues through the development phase, where the focus shifts to specialized craftsmanship and then finally to the delivery of unified products. Along the way you will get a glimpse into the many design crafts contributing to the final result.

Celebrate innovation

In the final phase, we celebrate the launch of our completed designs and showcase the impact of our Service Design approach. The exhibition features final products, awards, and insights into Philips’ continuous improvement efforts, offering visitors a glimpse into the diverse design specialties.