CONTENTS •• SECONDSIGHT 28 INSIGHT •• NaNNET vaN DEr KlEIjN
INTERVIEW •• SEBaSTIaaN vaN KuIjK (affOrDaBlE arT faIr)
a little softer please
afforDable art
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10 EXPErT vIEWS
2012 aND BEYOND...
EXPErT vIEWS
faSHION & DESIGN
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18 INTERVIEW •• KEvIN KEllY
INSIGHT •• TruuS DOKTEr (ITfITS/ PEClErS)
fUll aUtoMatioN: tHe NeXt CHalleNGe 30 INTERVIEW •• MarjOlEIN 'T HarT (uva)
tHe WorlD aND tHe NetHerlaNDs
a tHoUsaND poiNts of WealtH
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EXPErT vIEWS
TECHNOlOGY
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INTERVIEW •• arTHur MITZMaN
tHe laND We HolD iN trUst
YOUTH •• EEfjE jaQuES (QuINT GrOuP) 46
tHe poWer of tHe DiGital ColleCtive
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EXPErT vIEWS
fOOD
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COLUMN •• fraNCESCa DEMICHIlIS
tHe D.i.y.
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COLOPHON •• SECONDSIGHT OCTOBEr 2011
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INTERVIEW •• fraNCOISE SErralTa
NeW eXpeCtatioNs
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CHANGING OF THE GUARDS 3
SIGHT GEIST ••
ANDREA WIEGMAN
CHaNGiNG of tHe GUarDs You don’t need a trend expert to tell You that manY changes are taking place in the world at the moment. On the day I am writing this introduction, the Dutch newspaper NRC runs with ‘Nouveau Monde, Nouvelles Idées’, Merkel and Sarkozy at the G20 in Cannes. They are increasing the pressure on the Greek prime minister Papandreou. By the time this issue is published, this will no doubt be old news. Yes, that is the world in which we live. Everything moves incredibly fast and when you open up a newspaper, the news on the big change is ‘right in your face’.
The world ‘Can the West be saved?’ the Groene Amsterdammer wonders on 3 November 2011. An interesting discussion between two European philosophers Peter Sloterdijk and Slavoj Zizek. In the midst of this tremendous speed of change and herd mentality we receive more and greater impacting news every day. It is a kind of multiplier effect. The common man’s trust in financial and other institutions has been
lost, says historian Marjolein ’t Hart in this issue. That is what makes these times exciting, because trust is an essential ingredient in a society. Over the past four years she has written a new handbook for history, together with a group of six socio-economic historians. It is time to view the world from a new and global perspective. The current history handbooks have all been written from a Eurocentric viewpoint, in which the nation states still play a leading role. That is remarkable as the nation states have only played a role of any significance for a short period of time in history. History is not straightforward, the book deals with 1000 years of The world and the Netherlands. The deeper, interrelatedness of things is also touched on in the interview with Charles Eisenstein about his book Sacred Economies. Money, gift and society in the age of transition . He says: ‘If I had only five minutes to convey the most important message possible, I would say something like this: My beautiful fellow humans, here is our last chance to do what we have always wanted to do: to see the whole world with eyes of love.’ Read this beautiful interview done by our New York correspondent Carlos Cuellar Brown in this issue.
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to sHape tHat Time for thought From a conversation with my former lecturer emeritus professor of history of social and cultural ideas, Arthur Mitzman came a similar concern for the state of the world. In political, economical, socio-cultural and ecological respect there is a lot going on. We cannot ignore this. He is convinced that it is a time for thought rather than action now, he has therefore returned to his writing desk to write a book in which he shares his concerns about the state of the world and places them within an historical context. The Land We Hold in Trust, the title says it all. The land upon which we live is not borrowed from our forefathers, no, we are looking after it for our offspring and we would do well to take better care of it.
We are shifting from a single universe approach to a multiple one, according to Claes Foxerus in this issue and I think that’s true. We are moving from mass media to mess media with lots of nodes, as Kevin Kelly says. This world demands more flexible structures. It is no longer about rigid leadership, but about a good overview and strong insight all at once. ‘It is no harmony, it is all flux’. Read more on this in the article on Kevin Kelly’s book from 1998, New Rules for the New economy. And we are already seeing this in for instance the internet industry or energy market. Artists, scientists, IT developers and other avant-garde or new entrepreneurs, with a firm understanding of the new economy already know how to deal with this. These examples help.
Fastness Nannet van der Kleijn also asks ‘a little softer please?!’ There are obviously more people who feel they must return to the writing desk or the drawing board. ‘Professional goes personal’ and ‘Form follows Emotion’, that is what Nannet van der Kleijn’s piece is about. I see many scenarios pass by, there is a need for more balance in the world – what will the future look like now? What do we prefer? And what are we going to do? Let us take a look at ethics as well. Don not accept things unquestioningly, remain critical. Ask questions. What is humane? And what do we really need?
And I feel also more organizers at corporations understand this. They increasingly dare to make decisions based on a good feeling and manage to pose the difficult questions at other times. I see an increasing number of people around me able to make good decisions amidst this fastness. They are able to read and listen and therefore able to combine the speed of acting with the calmness allowing them to gain an overview of what is really going on and what priority these things have. We live in an ‘and and’ economy which demands different skills at the same time.
Flux
Plentitude
These are important questions, which can take us away from the issues of the day every once in a while. There is a call for much discussion, for debates, for pamphlets and for new guides. Yesterdays truths don’t always ring true. But there is not one answer or one truth, there are many.
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I believe that next year we receive a plentitude of opportunities to roll out. It is about infinite possibilities, about fragmenting and decentralization and about exponential growth. Another growth than we used to see. It is less lineair, more holistic. New paradigms and a new
NeW WorlD world view is entering our lives. Forward looking people, scientists and artists are already living and working in these spheres. Or as Herman Wijffels in this issue says, this change is going fast and it is important that many people do understand this time. A collapse can be at the same level. Collapses in history came often in times where people overloaded the natural resources and where elites did not want to change or even stopped the change. So this time is exciting as well. It can have a positive and a negative outcome next years. New executives and entrepreneurs appear to be taking the lead in building contemporary structures. Some organizations will move with the times, others who do not understand or sense it shall be replaced by a new generation of modern leaders. This will mean a changing of the guards, I think. We can see it in the political world already. When we went to printer the Greek prime minister Papandreou and the Italian prime minister Berlusconi are already replaced by a technocratic cabinet. And more prime ministers will probably follow.
Do it Together, Do it Better, more than once. We will continue to do so in 2012, but we will be adding an extra dimension. This time call not only for new insights but also for creating new ways to live together. We believe in the creating power of people and we want to give more attention to this human creating power. Therefore our next special issue (March 2012) will be about Making Worlds, about the co-creating skills to shape that new world. For now enjoY reading our 2012 and beYond issue Full oF interesting insights and views on the coming Years. see You in 2012 again!
I am positive, that is my nature and I see very good things happening around me. I believe in the beautiful quote by Rainer Maria Rilke: “The future enters into us in order to transform itself in us long before it happens�. It is a step by step process. It grows organically. As Herman Wijffels says in this issue, all the opportunities are potentially here - all the ingredients for a different and better future are already present. And that makes sense.
Making Worlds Looking back we have made beautiful special issues over the past years, in which these topics were often featured. We wrote about the new multihuman skills, about the power of the small scale and about Do it yourself,
andrea wiegman editor in chief andrea@secondsight.nl
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expert views fashion and design
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Ana Alvarez-Errecalde, artdoxa.com
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EXPERT VIEWS •• faSHION & DESIGN
Craft yoUr proDUCt
love is a keyWorD
I’m in awe watching my 12 year old daughter deal with her homework: she does this with a blackberry that’s pinging off the hook next to her study book, one finger on the trackpad of her computer where she switches between a couple of social media applications, her favorite blogs and some research she’s doing for her homework project, while she’s listening to music via youtube. In the process she manages to eat a sandwich, almost manages not to spill her drink, and to tell off her sister about entering her room, a fact she immediately shares with friends via phone, ping or her computer.
Shops and brands can only stay alive if they are flexible and give real and personal attention to people. With flexibility I mean the speed and relevance with which you can adapt to changes. The world is changing faster and faster and flexibility is becoming more important than knowledge. You have to switch from all kinds of information and translate it into direct actions. You also have to integrate all these different kinds of multitasking into your shop and brand to stay ahead. Freedom should be leading instead of fear because the future is like a moving target all the time, a free mind can adjust easily. Improvise and work through trial and error to find out what works, adjust and move on.
Increaslingly we live (and our kids grow up) in a fragmented environment: it is more and more possible to inhabit individual and separated pockets of time and space, at times even simultaneously. So even though time and space seemingly stretch, we are pressed for time more than ever before, our focus being scatterered in more and more directions by the different environments we experience around us and (sometimes feel forced to) interact with. All we’ve learned in the past decades: communities, storytelling, authenticity, sharing, crowdsourcing, multi-platform branding, identity, non-identity, mutual dialog, it still needs to be factored in when dealing with (young) people: they are root-assumptions and need to pan out if we want to get our message across, but there's an urgent additional factor.
New ideas should come to life fast. nu.nl was already launched after only a 5 hour meeting. To innovate you have to adapt continuously. There is no status quo anymore. “iF You want to be present in the Future, You have to make the Future present.” The things that you do have to be real and with personal attention for people and everything you do. Since there are fewer churches people like to be connected and want to feel you did it with all your heart and passion. They want to feel this personal attention in how you talk, look and act and even smell. The heart is becoming more important than the head. Love is a keyword.
In communicating brands, services or products, the different 'concepts of time’ need to be an important additional focus. Most other ‘signifiers’: identity, quality, novelty, innovation, taste, authenticity, community, to name a few, are taken for granted by most consumers. Time, however, is an almost untraded commodity, it can be sold as utitily or as a luxury. Use it as a chisel to craft your product, service or brand.
piet van der laak
sabien duetz
bureau des idees
bieninnovation.nl
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tHe Great Gatsby In a world where radical economic and social shifts are taking place, the world feels like a less than stable place, and this fear and uncertainty is reflected in the general social mood for 2012. In the aftermath of recession, we’re seeing a trend develop that adopts a ‘wait and see’ attitude. Unsure of what the future may hold and with the phrase ‘douple-dip’ still being banded about in the press, the consumer remains understandably cautious. There is a fear of making bold decisions and taking risks, with consumers instead choosing to reflect on the past and enjoy nostalgic pastimes and activities. This is evident in all creative and lifestyle focused industries, including the film making industry, where we see strong nostalgic themes being referenced with movies like The Great Gatsby being released in 2012.
happening in 2012, there are plenty of opportunities for nostalgia and celebrating the past and we expect this to reignite a love affair with all things British. In Europe there is a sense of taking comfort in ‘standing still’ and even looking back to times that remind us of simpler, less complex lives. Finding the space and time to step away from our all-consuming digital lives will be an important trend driver, as consumers look to reconnect and gain a sense of real, tactile, tangible experiences. When times are tough, it’s no surprise that the role of design within the home becomes about creating comfort and security, but this is also about generating stimulation and a positive, energizing atmosphere too.
joanna FeeleY In the UK, with the London Olympics, The Great Exhibition 2012 and the Queen’s Diamond Jubilee both
rendbible.co.uk
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expert views food
Life, BBC Warner
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EXPERT VIEWS •• fOOD
tHe veGetariaN bUtCHer The global consumption of meat continues to grow year on year. Lets face it, people like meat. Data show that the popularity of meat substitutes is also growing and because of this, we have invested in the development of vegetable based meat substitutes that have the perception of meat. Same looks, same bite, same structure. Why eat meat, when we can liberate animals from the food chain, can save biodiversity, can work on a stable climate and feed 30 billion humans with a plant based diet? At this moment 50% of the world grain harvest is swallowed by livestock, 80% of farmland is used for livestock. We can fight hunger, obesity and unsustainable production and eat more delicious than we do now. Just by eating food which hasn’t passed the digestion system of animals first. This is a more efficient way of getting the required nutrients to live a healthy life. Respect the animals in their own behavior and eat our delicious vegetarian alternatives instead. We predict that the consumption of meat will decrease as people become more conscious of what they eat and where it comes from. Instead of eating meat every day, we hope that people will see meat as something they can enjoy from time to time, and not something that appears daily on the menu. If all Americans did not eat meat for one day a week, they would save 99.6 megatons of greenhouse gas emissions. This would save 46 million return flights from New York to Los Angeles and back from Los Angeles to New York. If all Americans did not eat meat for three days a week, they would save almost 300 megatons of greenhouse gas emissions. This would have a greater impact on the climate than replacing all US cars with Toyota Prius models. If everyone in the United States ate a vegetarian diet for seven days, they would save around seven hundred megatons of greenhouse gas emissions. That would be just the same removing all of the cars in the USA off the roads. (source: VU University, Amsterdam)
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We want to make this possible with our meat substitute products, which have a mind-blowing similarity to the real. Ferran Adria (El Bulli) couldn’t see, taste or feel the difference between our 100% plant based chicken substitute and real chicken. We invite everyone to come and try our products for themselves, and be seduced by their fantastic taste and excellent bite. At our first birthday, we had a growth in the amount of distribution outlets of 3500% in the first year. Distributors from all over the world are asking us to come to their countries. One year ago (04-10-2010) we opened our shop in The Hague. We had an unique opportunity to take advantage of the organic culture of lupine. Also in collaboration with our suppliers we have developed techniques that make healthy and tasty fiber from beans. We use these raw ingredients as the basis for our products. Together with some of the best chefs in The Netherlands we have developed a range of meat free products which is healthy and tastes great! Part of our strategy is to work together with existing businesses who will be able to distribute our product in their region. We have 35 outlets at this moment. All different stores/supermarkets all over Holland and Belgium that sell our products. Next to that there is a growing amount of restaurants and caterers who serve our products. We are getting ready to export our products as well – we experience an amazing amount of interest in our products from people all over the world.
jaap korteweg devegetarischeslager.nl
eat More flowers De Vegetarische Slager
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treND aCaDeMy course trendwatching, strategy and conceptdevelopMent March 7th - april 25th 2012 topics - aboUt treNDs & treNDWatCHiNG: HoW Does tHe treNDMeCHaNisM Work? - treNDresearCH: DeskresearCH, oNliNe researCH aND visUal researCH - treNDspottiNG aND visUal preseNtatioN - traNslatiNG treNDs iNto CoNCepts - strateGy & iNNovatioN: iNNovate WitH treNDs aND braNDs - treNDWatCHiNG iN tHe orGaNizatioN
speakers include aNDrea WieGMaN (seCoND siGHt) CariN friJters (Cf retailaDvies) trUUs Dokter (itfits!/peCler paris) tHiMoN De JoNG (treNDsaCtive) aND peter HesHof (blooM)
www.secondsight.nl/academY
EXPERT VIEWS •• fOOD
baCk to NatUre Food technology has reached a stage where any further developments only succeed in making it worse. The non-nutritious sideeffects are evident but we don’t want to compromise. Paying more attention to our health, caring about the environment. With the acquired knowledge we create an ideal world. Nature is leading. We will use and respect nature. Food is nature. Towards harmony with nature we reach back to past ways. Foraging in public places, growing and breeding (y) our own food. Nose-to-tail eating of animals and vegetables! Duck feet and pork rind, dehydrated roots of wild leek. A new look at vegetarianism has opened the way for flexitarianism (part-time vegetarianism). The focus on getting back to nature will bring us ‘new’ techniques and ‘new’ ingredients. These will come from parts of the world from where we least expect it. Places where a more harmonious use of climate and environment is a matter of course. We can use nature in a simple way without causing damage. In-earth preparations, preserving without deep-freezing, raw preparations, preparations by fermentation. Flavors and aromas are deepened. Combinations are explored. Food-pairing
and scent psychology. Simple ways to get more from our local products and without artificial additives. The chef’s profession will again be seen as a craft rather than an art. Simplicity is a step forward. Above all, we have a need to raise awareness by sharing knowledge as well as food. Underground farmers’ markets, food-share events, taste-parties, local eats, vegafabulous happenings. We care and prepare with attention.
Yoka stada studio bintt
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expert views 2012 and beyond
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JayPerez, clothesbeforehoes.com/heat-maps-of-flickr-photos-and-twitter-tweets
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EXPERT VIEWS •• 2012 aND BEYOND
Deep Crisis aND briGHt spots
raDiCal traNspareNCy
2012 will be the year of the deepening of the crisis. The economic depression will lead to a societal crisis. The cleavages between young and old and between poor and rich citizens will deepen. The struggle between cosmopolitan and populist life styles will harden. The difference between big cities and rural regions will be greater.
Louis Vuitton Moët Hennessy, the French multinational luxury goods conglomerate, gives the public a sneak peek behind the doors of it’s house of luxury. A virus has infected the cockpits of America’s Predator & Reaper drones, logging pilots’ every keystroke. WPP, an ad company, claims to have built the world’s largest database of individuals’ internet behaviour and many many many credit cards details (Citygroup, Sony etc) have been stolen by hackers this year.
When the popularity of the Rutte admistration is below sea level, Mr. Wilders will withdraw his support and the cabinet will be sent home. Mr. Wilders will subsequently win the elections. Happily there are some bright spots in 2012. With the effective use of social media a young mondial movement will emerge that will connect inclusive, sustainable, transparent and cosmopolitan trends in society. This movement is really progressive while it fits the new era of globalization, information and individualization. This movement has no big stories, but progresses by trial and error.
While technology is becoming an ever more important part of our lives so are the consequences of this shift. Countries are preparing themselves for cyberwars by building up a new cyber-industrial complex and privacy risks becoming an early casualty of these preparations. Or as Randi Zuckerberg put it: Anonymity Online ‹Has To Go Away›. On a more positive note we see governments, like the Greater London Authority which created the London Datastore, responding to the need for more transparency by opening up their data. But not only governments play a role in ‹opening up› society. So do private and/or social initiatives like wheredoesmymoneygo.org and openlylocal.com. Even the scientific community is catching on to ‘open access’ publishing. In the coming age of radical transparency we'll see many secrets revealed and traditional business models uprooted whether we like it or not.
jan nekkers en wYbren meijer
Farid tabarki
futureconsult.nl
studiozeitgeist.eu
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Vaneeesa.com/2010/08/12/733-friends/
aUtoNoMoUs life
The year 2011 has showed a tremendous amount of trends that were driven by technological developments. Maybe more than ever. We have entered an era in which people embrace technology as their tools for life. High tech solutions combined with social media, have convinced even the very sceptical of the social, emotional and practical value of technology in their daily lives. A crucial aspect of the technologies of today is that people feel they are pulling the strings themselves; they have control over these technologies and are empowered through them.
This sense of control will boost a shift towards a more autonomous life. People will feel increasingly free and enabled to shape their own economies, to initiate and fund their own innovations and to start social movements. In the next few years we will see many trends and changes that can be labelled as ‘autonomy’.
jacomine van veen likely
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expert views technology
110
Modemhead
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fickr.com/photos/fixe/4470568330/
EXPERT VIEWS •• TECHNOlOGY
olD MeDia “2012 marks the year where Old Media will finally, and forcefully, be transformed. Or it will die. With the success of the iPad and other tablets it is now more convenient, cheaper and cooler to read digitally. The iPad allows me to bring 50 books with me, that I only pay for after I’ve read the first 50 pages, all without carrying anything expect the iPad and a charger. I subscribe to magazine that download automatically as soon as they are published and I get them cheaper than the paper version. The future of newspapers won’t be in paper. As volumes and subscriptions keep plummeting we will see some publishers adapt and some publishers disappear. Expect a range of new media companies jumping into this chaos and starting new magazines and newspapers that will continue where old fashioned newspapers got stuck. Only
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in the English language does the word ’newspaper’ contain the word ‘paper’ and even though that physical property seems to be an intrinsic part of the word it really doesn’t have to be. It looks like it has taken us a few years to accept that and, unfortunately, it might take more than a few years for some companies to ever accept it. That opens opportunities for those media companies and outsiders to jump in and grab a share of a new and developing market.
boris veldhuijzen van zanten thenextweb.com
rdkitty-stock.deviantart.com/
tHe liviNG rooM From a technology perspective the trending topic for 2012 and beyond is the war for the living room. Currently Google rules the web, Facebook is the number one social network, Amazon is the retailmeister, and Apple leads the mobile pack. Those battles have been decided, at least for now. The next battle is about to commence in the living room, the biggest prize of them all. An increasing number of television sets are already connected, but who will provide the ecosystem that offers beauty and ease of use? Google is fooling around with Google TV, which lacks support of the networks. Underdog Boxee keeps adding content and channels, and does quite a good number in social and integration with the iPad. The Apple TV device
is considered to be a 'hobby product', but the arrival of iOS 5 and the support for AirPlay begs us to have another look. Netflix plans an European tour, YouTube wants to expand into topnotch and live content, and let's not forget gaming platforms like Microsoft's Xbox Live, which is about to add live television to its content. Lots of players, but who will discover the right formula first? Coming soon...
erwin van der zande bright.nl
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COLOPHON •• SECONDSIGHT OCTOBEr 2011
Editor in Chief
Translation
andrea wiegman andrea@secondsight.nl
victoria van der doel nancY koleda
Co-editor
Concept, Design & Image Editing
truus dokter itfits@xs4all.nl
barlock-serendipitY daan spangenberg, marc van bokhoven, paula eklund
Project manager
Printing
kristel veerman kristel@secondsight.nl
de swart, the hague
ISBN 978 94 91131 04 2
With contributions by herman wijFFels, kevin kellY, charles eisenstein, carlos cuellar brown, Francoise serralta, nannet van der kleijn, arthur mitzman, marjolein 't hart, piet van der laak, sabien duetz, joanna FeeleY, annouk post, dianne potters, jolien huizinga, carin Frijters, valerie boersma, irene westerbeek, eeFje jacQues, Francesca demichilis, petra hart, sebastiaan van kuijk, will ramsaY, jaap korteweg, Yoka stada, hans steenbergen, marjolein wintjes, anneke ammerlaan, esmee langereis, barbara putman cramer, lissette kreischer, samuel levie, marielle bordewijk, jan nekkers, wYbren meijer, Farid tabarki, jacomine van veen, joost augusteijn, thimon de jong, peter heshoF, justien marseille, carl kerchmar, grietje vermoortele, tessa cramer, caro van bezooijen, jannou bonnie, nannie christiaens, lisa janssen, anjo kantelberg, bob van leeuwen, philip idenburg, tom kniesmeijer, claudia lieshout, tonY bosma, norbert mirani, nico baken, guido van der wiel, claes Foxerus, hilde roothart, tom palmaerts, adjiedj bakas, djennY brugmans, nanon soeters, henrY mason, pernille kok-jensen, jaspar roos, boris veldhuijzen van zanten, erwin van der zanden, jaap bloem, tom vroemen, karlijn klaver
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