TRIP TO AMSTERDAM
WEEK 2
At the start of January, I headed to Amsterdam with my lecturers Liam, Terry and Phil, along with some of my classmates, to visit a range of design studios and get a feel for what design looks like outside of Belfast. I’d been really looking forward to it, and it didn’t disappoint.
What struck me straight away was how different the design scene felt. Back home, a lot of agencies mainly focus on branding, but in Amsterdam, the scope felt much wider. There was a stronger emphasis on editorial, publishing and experimental work, which really resonated with me. I’ve always had a soft spot for editorial and book design, so seeing studios that specialise in that felt exciting and reassuring at the same time.
One studio that completely stood out was Mainstudio, owned by Edwin van Gelder. Even walking into the space felt inspiring. There were rows and rows of design books lining the studio, the kind you just want to pick up and flick through for hours. It felt like a working archive of ideas.
Edwin’s own work in book design was honestly incredible. The level of detail and thought that goes into each project is something I hadn’t fully appreciated until he talked us through it. Some of his books have taken up to seven years to complete, which really put into perspective how much patience and commitment this kind of design requires.
One project that really stayed with me was Kill The Pig, based on the work of photographer Masahisa Fukase. The book explores love and death, beginning with the slaughter of a pig and ending with the birth of a newborn. The structure is beautifully considered, images sit in the top left of the page in the first half, then shift to the bottom right in the second, subtly mirroring each other. In the middle, there’s a red section printed on textured paper that feels rough and tactile, almost referencing pig’s skin. Even the binding is handmade, allowing you to start the book from either end and experience it differently.
Seeing this kind of work was exactly what I needed at this point, especially while working on my ISTD submission. Being surrounded by such considered editorial design reminded me that typography, structure and concept can carry so much meaning when given the time and space to develop properly. It pushed me to think more critically about my own process and to slow down, refining ideas rather than rushing to a final outcome.
Hearing Edwin speak openly about both the successes and the setbacks made everything feel more real. It reinforced that thoughtful design takes time, and that’s something I’ll definitely carry forward into my own work.