The world seen through the eyes of Joolz. In this issue we'd love to show you our hometown.
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Colophon Joolz my-joolz.com Milk Design Nieuwe Herengracht 51-53 1011 RN Amsterdam The Netherlands info@my-joolz.com Concept & Design Anothercompany anothercompany.org Copy Anna Wouters Illustrations Hennie Haworth henniehaworth.co.uk Photography Bas de Boer at Anothercompany anothercompany.org Rene Mesman at Fotoformation renemesman.nl
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A new day ‘Hours later, and after making a pit stop at an office bookstore to pick up some pencils and a sketchbook, the first ideas were put on paper.’ ‘It all started on a bright and sunny day back in 2005. I was invited by a group of friends to celebrate the great weather by cruising the canals in the city centre of Amsterdam on a boat. The group consisted of mainly mums-to-be and people who already had kids and as so often happens the main topic of conversation was kids and everything connected. The discussion took an interesting turn, we started to imagine the ideal stroller. We realized that there was not so much to choose from when it came to functional and beautiful strollers. The wish list that evening featured elements like ergonomics, comfort, safety, easy to use and clever solutions for (un)folding and storage. And, of course, that you needed to feel in style while walking behind your stroller. Being an entrepreneur, I saw an opportunity and I started to pay extra attention. As a lucky coincidence, someone else on board took special interest in that topic too. This was product designer Stan Spangenberg. I have always been fascinated by beautiful and clever design and businesswise I have had a lot of experience
A New Day
in the product development field. Stan turned out to be the person that could realize that beautiful and clever design, and as soon as we connected that afternoon, things really sped up from there. Driven by great enthusiasm we docked the boat and picked up some paper and pencils to capture our initial ideas. We continued and hours later we had our first product meeting by the beautiful undergoing sun. In the course of time, while diving deeper into the world of outstanding strollers, we realised that as a parent you and your child spend a lot of time behind and in the stroller. Outside in the park, on a terrace, at grandma’s, at home or while shopping. We quickly understood that our stroller needed to be designed around the human body. That of you, the parent and that of your child. Ergonomics, or Dutch Ergonomicz as we came to call it, has a key role now in Joolz’ design philosophy. So, while you and your child are walking around in the Joolz Day, a sum of functionalities is supporting you in an outstanding way.
We started in 2005 with the first designs and after two years of hard work, the first strollers were ready to hit the streets by the end of 2007. We believe our products are jewels, or Joolz as we named them. Three years later, I feel proud when I see parents having fun driving around with their Joolz Day. I couldn’t have imagined in 2005 that so many parents would agree with my friends and me, on what a great stroller is. So, I cherish today, but also look forward to tomorrow. I am always on the outlook for new things. Creating new exciting strollers, maybe finding fresh and stunning opportunities for renowned fabrics. Who knows?’
Emile Kuenen Founder Joolz Creatively responsible for Joolz
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Kids & ‘There are a million great
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Kids & The City
the City places for kids in Amsterdam.’
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Living in the city with kids. Was that a deliberate choice? ‘Yes! Well ok, let’s be honest, Amsterdam of course, is the choice of my partner and me. If we ask our sweet little boys, they would immediately answer they would rather live in the theme park de Efteling! To me the city means freedom, and for children it is a special place to grow up. Where else would they have access to the great variety of people, trams and the children theatre, but also great parks and city beaches? And everything is easily reached on foot or by bike, most of the time within fifteen minutes.’
the Westerpark. And don’t get me started on the wonders of the crocodiles and butterflies in the Artis zoo or the goat farm in the forest Amsterdamse Bos. First they can feed the goats and then off they go to the playground.’ Food and drinks? ‘Sharing an apple-pie at bar Winkel on the Noordermarkt square, or letting the kids bake their own pies at the restaurant Kinderkookkafé in the Vondelpark. Having drinks with friends on a Sunday afternoon or having dinner at child friendly restaurants like Pacific Parc or Café Amsterdam. There won’t be a waiter in sight, frowning over a table at six o’clock! After dinner the kids colour and play with their friends. Another place I can really recommend is restaurant Praq in Ouderkerk on the Amstel. Also fun in the summertime: the Westergas terrace. Don’t forget to bring a soccer ball; your kids will use it on the square while you have a drink. Or throw a (kids)party under a good, solid tree in the park. Decorate with a couple of vanes; a guaranteed success!’
Going outside? ‘I am lucky to have three great playgrounds in my neighbourhood, especially the one overlooked by the old chestnut trees on the Herenmarkt square is very pleasant. When it is hot outside, we get on our bikes and go to one of the big paddling pools or a city beach like Strand West. Our favourite is the paddling pool in the Westerpark. Another must-do: the roof of museum Nemo. It is relatively unknown and has ingenious water toys! In the winter we go ice skating or play with a small sleigh on the artificial ice-rink at the Museumplein square or in
Culture? ‘During summertime they love the Kinderparade. That stands for great kids theatre, a giant’s stride, baking their own pancakes and playing with all their friends in between the tents. On a rainy afternoon we go to the kids theatre in De Krakeling, kids movies in theatre Het Ketelhuis or simply a Disney movie in cinema Pathé. Furthermore that toddler of mine thinks all the museums in the city are amazing. He gets carried away by the kids audio tours of the Rijksmuseum or the Bijbels museum. Also, the expositions for kids at the Tropenmuseum are fabulous,
Mireille van Hout is a freelance author. Together with her partner Martijn and their two sons, five year old Sieb and three year old Tibbe, she lives in the centre of Amsterdam. She is a proud user of the Joolz stroller and takes it whenever she can. Last winter Mireille’s first novel ‘Voorbij Mels’ was published. A book full of rock ‘n roll. The press called her a ‘female version of Kluun’.
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and the famous Paleis op de Dam on Dam square is always very exciting. “Wow, mom, so this is where the queen used to live?!”’ And quiet time? ‘Ha-ha, of course the boys love to play at home too and do that regularly. My oldest has a striking love for those beautiful old and quiet courts you can find throughout the city. The Begijnhof is his favourite because it has a small chapel. We are not religious, but he wants to enter every church we pass, but ha-ha, maybe the reason for that is that he is allowed to light a candle in there.’ And then... ‘Tip: Read the children section in the Saturday issue of your newspaper and the KinderPS of the newspaper Het Parool on a Thursday. Because there are a million more great places for kids in Amsterdam!’ Voorbij Mels Mireille van Hout Paperback ISBN: 9049900663 € 17,95 TM publishers
Kids & The City
Outside 1. Big paddling pools, a.o. Vondel- and Westerpark 2. Artificial ice-rinks, a.o. Museumplein and Westerpark 3. Nemo (museum for curious kids, go to the roof in the Summer), Oosterdok 2 4. Goat farm, Amsterdamse Bos 5. De Parade, starts around the beginning of August, Martin Luther King Park 6. Het Begijnhof, entrance through Gedempte Begijnensloot Inside 7. Het Ketelhuis, Pazzanistraat 13 8. De Krakeling, Nieuwe Passeerdersstraat 1 9. Bijbels Museum, Herengracht 366 10. Rijksmuseum, Hobbemastraat 21 11. Tropenmuseum, Linnaeusstraat 2 Food and drinks 12. Kinderkookkafé, Kattenlaantje, Vondelpark 13. Pacific Parc, Polonceaukade 3 14. Praq, Amstelzijde 37, Ouderkerk aan de Amstel 15. Café Amsterdam, Watertorenplein 6 16. Winkel, Noordermarkt 43 17. Westergasterras, Klönneplein 4 Visit the online map at www.my-joolz.com/joolz-paper
Kids & The City
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Orange Babies
Orange Babies To do nothing is not an option!
The Orange Babies Foundation is an organisation that supports HIV infected women and their babies in Africa. It raises money to provide them with medication and shelter. Orange Babies helps mothers-to-be, but also children infected with the virus, or otherwise directly affected. Since its start in 2007, Joolz contributes to the foundation. Orange Babies founder Baba Sylla, born and raised in Senegal, fights to create awareness of the HIV/AIDS problem in Africa and tells his story. ‘In 1998, I went to visit my family in Senegal for a few weeks. During my stay a pregnant woman asked my father for help. The woman told him she had AIDS and wanted to give birth to her baby in his home. Also, she asked him if she could die in his house. My father, who was well known in his village for helping out others, did not know enough about AIDS, so I explained the consequences of the disease. I advised him to turn the woman down, since he was already responsible for a lot of people and he was over ninety years old. Back in the Netherlands, I realised my advice to my father had been a mistake. Because of me, he had turned
Orange Babies
away a sick, pregnant woman, who just wanted some help. I felt so guilty, I had to do something about it, to make up for what I had done wrong. That’s when I came up with the idea for Orange Babies. In 1999, I joined forces with make-up artist John Kattenberg and creative director Stef Bakker and started to raise money by organising creative events, such as exhibitions, fashion shows, musical and sports events. The money raised would go directly into projects offering real help to try to prevent mother-to-child transmission of the HIVvirus, and of course treatment, care and support for mother and child. We decided to concentrate on projects in three countries: South Africa, Zambia and Namibia. Now, ten years later, Orange Babies successfully helps mothers and children infected with HIV/AIDS by (financially) supporting a wide variety of projects in Africa. The New Jerusalem Safety Centre is a good example of what we do. This children’s home in Midrand, an area just outside Johannesburg, can shelter approximately seventy abandoned and/or HIV infected children. Orange Babies provides these children with a professional pre-school and their daily essential needs such as formula, food, medication, diapers, other baby necessities and toys. Since its start
in 2007, Joolz has contributed to this project by donating money and creating awareness on a regular basis, enabling us to have this children’s home. The future plans are to expand the home with four extra cottages. We want to create shelter in smaller, cosy, and more domestic surroundings. That way, in the New Jerusalem Safety Centre, the children can grow up in a family environment, feeling safe and protected. In total, Orange Babies has eight projects in South Africa, five in Namibia and five in Zambia. They all provide care, education, medication, food and clothing to those infected and affected by the HIV/AIDS-virus. With your help we can do more, so if you feel inspired by this story, support Orange Babies and help us to create more awareness around HIV and AIDS. We are just a small organisation, taking up an immense global challenge, but we offer real support to real people and every little bit helps. For us, to do nothing is simply not an option! If you feel the same way, want more information, or you want to donate or help us otherwise in our fight against AIDS, please visit our website www.orangebabies.nl.’
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High seatin g position of the seat : ready to push straig ht up to th e table. High seat and co t position re lieves the back when lifting you r child in or out. Ver y Dutch Erg onomicz.
nd Comfortable a lso a practical cot: ping suitable for slee es in at night, com a complete with hy poallergenic ess. breathing mattr
suspen l e e h w ort Fourt comf a e r g : sion y, vabilit i r d f d an d out o e n a n i h rid both smoot A . n tow time. ever y
Ergonomic seat is reversible and adjustable in three positions. Your child can face you, or the big wide world.
Handleba r adjustable in height: to g ive both lo ng and short le gs the righ t amount of space whe n walking be hind the p ushchair. Esp ecially goo d news for ta ll dads.
ble Footrest adjusta ent in length: consist as your proper support d no child grows - an gs. more dangling le
Bumper bar is easy to open w ith one hand from either side, ma k ing it simple to lift your child in a nd out of the push chair.
when Compact: luding the folded (inc st fit in almo seat) it will rner, any car, co y. or stair wa cupboard
Hello Granny Tips from Grandma Kees to improve the quality of life Having a baby is quite an adventure and the transition from being a young couple into becoming parents with great responsibilities, can be a little bumpy. Grandma Kees has seen it all in her long and tumultuous life and wants to share her wisdom in this edition of the Joolz Paper. So, to focus on the fun of having a baby and perhaps even to make your everyday life a little easier, here are some of Grandma’s tips, facts and secrets. Enjoy!
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Everybody knows about the annoyance of mosquitoes, especially when they are zooming in your nursery. Luckily there is a simple way to get rid of mosquitoes: just place some leaves of mint next to the bed and off they go. The nice side effect is a room that smells great.
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Take your kids to the house of Aristotle at the Westergas factory domain. Make up new stories at the Kidsmuseum or relive the old ones together with your toddlers. A whole day of fun is guaranteed.
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Enjoy the city, the Amsterdam way: rent a delivery bicycle and take your kids with you, wherever you go. Just rent the bicycle at MacBike and take a cruise through the city with your kids leading the way. But, be careful.
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If you want to sleep a little longer in the morning, it is easier to prepare the morning bottle, the night before. Just poor the boiling hot milk in a bottle at night. In the morning, the liquid will have cooled down and is ready for breakfast immediately, while you have had your well needed rest.
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Blowing soap bubbles is something kids love to do and can turn a dull Sunday afternoon into lots of fun. A glass of water and some dishwasher detergent is all you need. Hand them a straw and they will instantly know how to make the bubbles appear. It’s as easy as that! If you add some glycerine to the detergent mix, the bubbles will sparkle in all the colours of the rainbow.
Hello Granny
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Boys shoes often have worn out toe caps with black spots. If there is no other remedy left, you can rub the spots with fine sandpaper and cover them thickly with shoe polish. Rub the shoes after half an hour with a polishing cloth and the shoes will shine again.
Hello Granny
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According to research, the number of mothers breastfeeding their child during the first three months, has strongly increased in Amsterdam in the past ten years. Interestingly, the rest of the country is doing the opposite: the number of mothers breastfeeding in the biggest part of Holland has been decreasing for a couple of years now.
Did you know that you can take a baby massage course in Amsterdam? This massage has all kinds of positive effects on the development of your child, such as the breathing, the development of the brain, digestion, sleeping and the immune system. If you want more information, please visit www.babycursusamsterdam.nl
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Most kids are born during week days, and the number of kids born on a public holiday or during the weekends has been decreasing for years. A reason for this phenomenon could be that fewer midwives work in the hospitals during public holidays and weekends.
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JewelZ A selection of beautiful toys, books and kids’ stuff shared by Anothersomething - www.anothersomething.org
Hanno The Gorilla Like Hanno, the Greek voyager who discovered gorillas 2500 years ago, your Hanno is brave, strong, and curious. His powerful hardwood frame can hold many poses, and his elastic-band muscles and durable wood limbs make him almost impervious to breakage. Hanno is designed by David Weeks. Dimensions: 30.5 x 16.5 x 9 cm www.areaware.com
Barino The Barino, a design of Jeroen Wesselink, is a small music box for the unborn child. He designed it during the pregnancy of his girlfriend. The mother-2-be sets the Barino on her tummy and plays the music. It is a nice and intimate experience for the three of you. Your child will recognize the music after he or she is born. The material used is wood. A great product but unfortunately not in production yet. www.jeroenwesselink.nl
House House is made of white cardboard. This kids playhouse was launched in Amsterdam in 2005, and provides a creative space for kids worldwide. Deceivingly simple, House finds a place in every home, and adjusts itself to the imagination. Lightweight, 100% biodegradable. Dimensions: 120 x 74 x 86 cm. Distributed via www.JansenCo.nl
Jetliner Oh, how wonderful to fly this beautiful flying machine! Made of solid wood, Playsam’s sleek Jetliner has earned the prestigious mark of Excellent Swedish Design. An original and exclusive baby, birthday or business gift, the Jetliner captures the imagination of old and young alike. Not suitable for children under 3 years of age. Available in three colours: black, red and silver. www.playsam.com
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Jewelz
Toys for the Soul Hand-crafted in an Indonesian farming village, Toys for the Soul follow the best sustainable practices in terms of materials and production. The set consists of a yoyo, spinner, and hole-stick - toys from the designer’s childhood which he has redesigned by simplifying their form and enhancing them with the use of fine wood. Designer: Singgih Kartono. www.areaware.com
Roadster Saab Make a child’s first car ride a memorable one with Playsam’s classic Roadster Saab, an activity toy for small children. Like most Saab cars, the Roadster Saab has a clean and simple design. Its design is based on the very first Saab - Sixten Sason’s prototype 92001. Steering wheel made of wood and metal just like the old sports car steering wheels. Not suitable for children under 12 month of age. www.playsam.com
Pickup Harry Allen loves trucks. His immaculately restored 1964 Willy’s Jeep was recently featured in the New York Times, but it was his fond memories of playing in the dirt that lead him to the idea of “Pickup”. The beauty of any pickup truck is its utilitarian aesthetic four strong wheels and the capacity to haul cargo.
Playshapes Playshapes is an unique and fun modular set of 74 geometric wooden shapes which can be endlessly arranged or stacked to produce hundreds of 3D creations, such as animals, people, faces, vehicles, buildings and much more. Beautifully crafted from environmentally friendly, durable rubberwood.
www.areaware.com
www.shhhop.com
Rules for my unborn son Table Manners This is where the east meets the west. Japanese aesthetics with Western lifestyle - Japanese craftsmanship with western culinary culture. Teach your little ladies and gentlemen some table manners and proper eating etiquette - and not only western manners, but Japanese as well. Bamboo Table Manners Set.
Walker Lamond’s guide is a collection of traditional, humorous, and urbane fatherly advice for boys. From the sartorial “If you are tempted to wear a cowboy hat, resist” to the practical “Keep a copy of your letters. It makes it easier for your biographer”, the book of rules and accompanying quotations is quite simply an instruction manual for becoming a Good Man - industrious, thoughtful, charming, and of course, well-dressed. www.rulesformyunbornson.net
www.funfam.jp
Jewelz
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Pretty Meets Practical
Pretty meets practical An interview with the Joolz designer Stan Spangenberg
We all know the ergonomical and func tional features of the Joolz stroller. But who came up with the idea and stylish design? Exclusively in the Joolz Paper, an interview with Dutch designer Stan Spangenberg. He tells us how looks and character can strengthen each other. How did you become a designer? ‘I actually never became a designer, I have always been one! Ever since I was a kid, I sawed pieces off my Lego bricks to make them fit better. In my opinion, people that “become” designers won’t last very long.’ So that means you didn’t need any education to be a designer? ‘Well yes, of course I needed education. After high school I studied Industrial Design at the Technical University of Delft. I learned about an analytical version of design, the design process, and I gained a good instinct for dimensioning all the parts of my product. After graduating I went to Milan to continue my education at the Domus Academy. There I discovered the emotional side of design ing, and of course, life in Italy.’ What distinguishes you from other designers? ‘My instinct for design fluently merges with the product’s physical demands. In other words: I make pretty products that have practical use. In my work, I am not afraid of boundaries or design dogmas. I am always trying to go as far as possible to make a design both as stylish and as useful as possible. I love clear lining in a product and
Pretty Meets Practical
sometimes I like to add a little surprise in my design that would be handy for the consumer in their daily routine or just for plain fun. To accomplish that, you have to be willing to take risks.’ Is Joolz an example of that cooperation between pretty and practical? ‘Yes. By creating Joolz I wanted to design a stroller that would incorporate all the features other strollers on the market have. And create an ergonomic stroller. Secondly I wanted to make it look more stylish and more clever. Well, just overall better than any other stroller on the market. Of course that was a very ambitious plan, but I think it worked out. Hiding all the technique inside the stroller’s chassis is what creates the clear design. This is what makes Joolz stylish. To design it from Joolz’ Dutch Ergonomicz perspective was exciting. You are so aware of the human body pushing and using the stroller and of the small child sitting and lying in it. I am proud of the high seat and cot position for example, that relieves the back of the parent while taking a child out, but also allows a child to be pushed at a table while eating out in a restaurant. Something very useful that makes me smile, is the ability to store the Joolz stroller in an upright position, with the seat still on it. Of course I am aware that parents and their child spend many hours walking around with their stroller, but at the same time a lot of stroller designers don’t realize that their product won’t be used for a big part of the day. In a store the customer doesn’t realize that either, but in everyday life, an easy to store stroller is simply very practical.’
You live on a boat. Is that something you have always wanted? ‘I was planning to build a house in Amsterdam, but I found out it was going to take me two years to obtain all the necessary licenses. That’s when a friend told me about this boat. At first I wasn’t thrilled, but the boat turned out to be the ideal living place for a product designer, as it is a product that I can work with every day. For instance, I built doors that disappear in the walls and I turned all the useless space into storage room. Because of improvements like these, the whole family has their own bedroom, and we even have a guestroom.’ In the picture you show your motor cycle. What is so special about it? ‘The BMW motor cycle is a part of my family. It originates from 1951 and I saved it from destruction in 1980. It took years to fix up that driving chunk of rust, but once ready, I drove it all through Europe. I still do the annual maintenance myself and I keep on adding things to improve the bike. The sidecar, which I found in an old barn, wasting away as a flower box, enables me to take someone with me. I just got back from a great camping trip with my oldest son; a true father-son time in the Belgian Ardennes.’ Do you have idols? ‘Oh yes, I am a big fan of the Italian designer Alberto Meda. Like myself, he is an engineer who uses his skills to make very surprising and elegant designs without them becoming “technical” and “mechanic”.’
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‘I like to add a little surprise in my design that is handy for the consumers in their daily routine or just plain fun.’
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