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April 02, 2015

CEO Thomas Paulen joins jury HEMA Design Challenge 2015


​The 28th annual HEMA Design Challenge jury has been made public! This year's jury members include Piet Boon, Nikolaï Carels and design agency VanBerlo's own Thomas Paulen. On 23 April these three professionals will be judging the designs submitted by scores of engineering and design students.

The theme for this year's HEMA Design Challenge revolves around travelling and being on the go. Students from 30 different curriculums will take up the challenge to design a unique product, not yet in existence. A product that would fit the HEMA brand and make travelling and being on the go easier and more fun.

The jury
The jury is made up of 4 HEMA experts – Rob van Thiel, Tanja Soeter, Milou Pikaart, Mischa Simons – and three nominated design professionals:

Thomas Paulen is CEO at design agency VanBerlo, an agency that creates innovative products and combines them with clever marketing strategies. Frequently, VanBerlo products are awarded national and international design awards, such as the golden iF award for the Batavus BUB bike in 2010.

Piet Boon (1953) is co-owner and founder of internationally renowned design studio and total concept specialist: Studio Piet Boon. Studio Piet Boon signature pieces are characterised by their use of strong, clearly visible lines and symmetry; smart solutions for the optimal use of space and light, whereby the distinguishable designs bring together functionality, aesthetics and individuality.

Nikolaï Carels works as an independent designer for various national and international companies. Back in his student days Nikolaï won the 1990 HEMA Design Challenge with his hot water kettle, Le Lapin. He has also taken home a red dot design award, GIO award and Design Plus award for some of his designs.

HEMA makes the ordinary extraordinary
The essence of HEMA comes from its ideal balance between price, quality and design. During judging, entries are evaluated based on whether the design has a particular simplicity and whether it is clear, distinctive and contemporary. Students can register until 3 April.

HEMA Design Challenge
In the early 80s various educational institutions signalled a need for better, more extensive practical training options for design school students. In that same period HEMA choose for a more trendy design and packaging look. This combination resulted in the first HEMA Design Challenge. Thanks to its continuity and quality, the design competition soon earned a fixed position, and a good name, amongst educational institutions and students. It also gained popularity because winning students got the chance to see their designs go into production, giving the competition an enormous boost. Due to its success the Challenge became an annual event as of 1990.

More information about the HEMA Design Challenge can be found at:

About VanBerlo
VanBerlo is one of Europe's leading agencies in the field of design, strategy and implementation. Together with its clients, VanBerlo transforms ideas into tangible business results. Innovative products, communications and brand strategies that have been creating the difference for more than 30 years.

About HEMA
Since 1926 HEMA has been making the daily lives of its customers easier and more fun. At an affordable price. Because good quality and a surprising design should be affordable for everyone. HEMA makes everything more special. HEMA has 30,000 of their own products and services, 680 stores in seven countries and 11,000 employees.

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