Morf Academy, organised by Morf magazine, the Van Abbe Museum and Premsela, the Dutch Platform for Design and Fashion, discusses the position a designer holds. Why do some designers choose to be artists while others prefer to express themselves as businessman or even activists.

The city of Eindhoven, the Netherlands, is an outstanding candidate for World Design Capital 2012 and the seminar Morf Academy at the Dutch Design Week was one event to prove it.

Morf Academy, organised by Morf magazine, the Van Abbe Museum and Premsela, the Dutch Platform for Design and Fashion, discusses the position a designer holds. Why do some designers choose to be artists while others prefer to express themselves as businessman or even activists.

The head editor of Morf, Timo de Rijk, takes the lead in introducing the views on design by the more well known practitioners. Philippe Starck, Rem Coolhaas, David Ogilvy and Tom Ford all have distinct beliefs on what they are, and most definitely what they are not. In general, choosing a road to walk within the fields of design has been a poignant matter for every designer.

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