Dutch Profiles: Customr

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Willem van der Sluis is not an architect. He's a product designer with a Master's degree from the Amsterdam art academy.

That is why Van der Sluis, from design studio Customr, tends to confront assignments from a different angle.

During the design process he spends much of his time considering questions like: Does the world really need yet another new lamp. And, if so, how can these designs add value - something different, a new feature or a new functionality to already existing designs?

Van der Sluis is fascinated by repetition and rhythm, resulting in modular clusters and efficient systems that are easy to use, easy to transport and easy to transform. But above all, they are simply beautiful. 

Like the sport domes Van der Sluis created for a prison near Amsterdam.

A project shrouded in ambiguity, this prison is not for criminals, but holds instead illegal immigrants. Embracing this dilemma, Van der Sluis created truly eye-popping structures, to draw increased attention to an issue that requires public concern.

Video credits

Commissioning editor: Geert van de Wetering

Producer: Olivia Sophie van Leeuwen

Director: Hiba Vink

Camera: Jasper Wolf

Sound: Bram Meindersma

Editing: Niels de Roos

Music Sound Design: Pastelle Music

Produced by Submarine, Femke Wolting & Bruno Felix

Commissioned by DutchDFA

1 series

  • Dutch Profiles

    Dutch Profiles is a series of short documentaries focusing on well-known icons of Dutch design, such as Rem Koolhaas, Droog, Li Edelkoort, Hella Jongerius, HEMA, and Iris van Herpen.