Concrete is an architectural firm based in Amsterdam with a rare, progressive, and refreshing outlook on design.

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1 Concrete is an architectural firm based in Amsterdam with a rare, progressive, and refreshing outlook on design. What they DON T DO is have a pre-determined style or point of view. What they DON T DO is design without a purpose. What they DO design (and design extremely well) are unique concepts that revolutionize an idea and provide verifiable solutions. This is all done with a large focus on functionality, the basis of any great creation. Concrete s power lies in their dynamic team of interior designers, product designers, architects, and visual merchandisers. It s a combination of visions and talents that make their design come alive.

2 Rob Wagemans, the founder and creative director of Concrete, embraces a mission of revolutionizing the way people think about architecture and design. MiND had the chance to sit down with him and gain insight into what it takes to have a building truly stand on its own. The answer? Concrete. You re never too young to make your first mistake House of Concrete Photo by Ewout Huibers for concrete You were still a student when you founded Concrete. What was the motivation behind starting Concrete so early in your career? ROB WAGEMANS: Why not starting your own company? You re never too young to make your first mistake.

3 Were there any influences/influencers early on in your career anything that shaped the architect you are today? ROB WAGEMANS: During the last year of my bachelors in 1994, I had the luck to be able to study at Bauhaus (Dessau) for two weeks. I ve not only learned how form follows function but also saw how a multidisciplinary environment works. La Grande Epicerie / Le Bon Marché Rive Gauche, Paris and concrete From flooring to lighting to fixtures and shelving, how do you use and choose unique materials when designing spaces and keeping with a brand s identity? ROB WAGEMANS: Each concept we design is unique and fits the client and its brand identity. concrete always follows a very strong conceptual idea in its designs. Form and materials follow this conceptual idea. Form follows Function

4 Can you explain the 5 fundamental building blocks of Concrete? Where did these stem from? ROB WAGEMANS: concrete develops concepts. we develop them in architecture, interior design, urban development and brand development. concrete unites people. we work with a team of 40 multidisciplinary creative as architects, interior designers and visual marketeers to help businesses and institutions. concrete loves provoking, confusing, philosophizing, scale models, haute cuisine, burgers, and (most of all) shattering dogmas. concrete provides solutions. no grand theories or abstract ideas. just things that work. concrete likes to let the work do the talking. Castell Demporda Rooftop photo by ewout huibers for concrete

5 How is the idea of form follows function integrated into Concrete Projects? Why is this idea so important? ROB WAGEMANS: Design has a purpose and is not only there to be beautiful. It s about providing solutions, creating an environment that works for the people who use it. We reinvent ourselves, adapting to every project s needs. After all, what works in one country or for one client, doesn t work for another. So, no grand theories or abstract ideas; just things that work. Retail stores, hotels, restaurants can end up being destination spots for consumers and tourists. How does location play into consideration when designing spaces? ROB WAGEMANS: Everything we design should become a destination on itself. So, the actual location is not that important. Influences and culture from the location though, play a big part and should be embedded in the design. Citizen Time Square Lobby Photo by adrian gaut for concrete

6 What advice would you give people starting out in architecture and design? ROB WAGEMANS: Follow your intuition and avoid becoming a manager. Everything we design should become a destination on itself Finally, what do you want Concrete to be remembered for? What legacy would you leave behind on the architectural and design world? ROB WAGEMANS: That we concrete were able to change the world a little bit, make it a bit more functional and beautiful at the same time Cover photo by: ewout huibers for concrete, Photo 2 by: concrete, Photo 3 by: wim ruigrok for concrete, Photo 4 by: jeroen musch for concrete, Photo 5 by: ewout huibers for concrete, Photo 6 by: yves garneau