Increased visibility for Dutch creative industry in Germany in 2016

Throughout 2015 and 2016, the focus of the Dutch creative industry – one of the top nine sectors in the Dutch economy – is on Germany. A full programme is already planned for 2016 in which The Netherlands will be guest of honour at three international events.

Dutch creative entrepreneurs from the fashion, gaming, advertising, design, digital, music, film, photography and architecture sectors are combining forces and presenting themselves as one in Germany.

The German market is renowned for its growth potential. Research shows that the combination of strong, concept-driven Dutch creativity, and technologically strong German design, is a successful one. In social development fields such as aging, sustainability and digitisation, there is an ever-increasing need for creative solutions. Collaboration and the ability to create 'crossovers' with other sectors seem to be key to success in these areas.

The Germany programme is a combined initiative by the Topteam Creative Industry, the Creative Council, the Dutch Federation of Creative IndustriesThe New Institute and the Pop Coalition. The programme comprises activities and events organised and funded by the Dutch sector and is supported by the government. An overarching PR campaign ensures extra visibility within the German market. The ‘Creative Holland’ web portal provides support for Dutch creative entrepreneurs.

Activities 2016

In 2016, the Netherlands will be partner country at three large and a number of smaller events: Munich Creative Business Week (MCBW) from 20-28 February in Munich, the Reeperbahn music festival in Hamburg from 21-24 September and the Frankfurt Book Fair from 19-23 October. Read on for a more detailed overview.

20-28 February 2016, Munich
Munich Creative Business Week (MCBW)
As a partner country during the MCBW, the Netherlands will focus on the interactions between the design industry (design, fashion and architecture), research and politics. These interactions can lead to innovations that meet the social, economic and environmental issues of our time.

The programme includes:
- an exhibition of the Dutch Design Awards,
- the DeUTsCH exhibition and symposium on the opportunities for cooperation between the Netherlands and Germany in the field of architecture and design,
- the conference cum workshop Design Better: Unconference On Design & Ethics, from a concept by Reframing Studio
- On 25 February, Design Management Network is organising a DesignXchange meeting in the BMW Lenbachplatz on the vital role of change initiators in business
- in the afternoon of 26 February at BMW Welt, Dutch participants can attend the Dutch iF gala, which includes a sneak preview of the iF Design Awards to be presented the same evening
- MCBW good Digital, a seminar by Dutch Digital Agencies (DDA) presenting the Netherlands' vision on digital design
- presentations from De Nieuwe Winkelstraat and Kantoorkaravaan
- poster campaign in Munich and Amsterdam with joint Dutch/German-created posters
- Marcel Wanders exhibition in the Neue Pinakothek

17-21 August 2016, Cologne
As in previous years, the Dutch Game Association (DGA) will participate once again with a large delegation at the Holland Pavilion. This massive interactive games-fair attracts 335,000 visitors each year.

21-24 September 2016, Hamburg
Reeperbahn Festival
In the last ten years, this German version of South-by-South West (SXSW) has grown into a huge music and culture festival with as many as 250 acts performing on 20 stages, a comprehensive conference programme, films and exhibitions. The Netherlands is the focus country for the 11th Edition, providing opportunities for many Dutch bands and artists to present themselves.

19-23 October 2016, Frankfurt
Frankfurt Book Fair
As 2016 Guests of Honour, the Netherlands and Flanders will jointly present themselves at the most important international publishing business fair. The Dutch Foundation for Literature and the Flemish Literature Fund will undertake the practical organisation of the guest of honour’s presentation. With 7,300 exhibitors from more than 100 countries, more than 9,000 journalists and 275,000 visitors, the Frankfurt Book Fair is the largest and most important book fair in the world.

More Information

For more information you can contact Floor Oudshoorn, Coördinator Internationalisation programme Topteam Creative Industrie, via +31 6 16452848 or