"We have initiated The Green Design Competition since we believe that designers have the ability to co-create a more ecological economy,” said Hans Robertus, Director of Dutch Design Week (DDW).

Participants in the contest are required to design a product and write a business plan in which they explain how their ideas contribute towards sustaining biodiversity. The 'green' character can be implicit in either or both its concept, its use and functionality or in the production.

At the launch, ambassador Jurgen Bey gave his vision for the future of design. "This competition is about the entrepreneur with a vision, who looks for the active words and is maybe even the activist. This is the time for us to roll up our sleeves and look into the new green design - fed by a culture change and undertaken by an activist designer. A designer who does not shy away from the industry and will perhaps even rediscover its meaning.”

Other guest speakers included Paul Vetter from the Ministry of EL&I, Christiaan Maats (founder of OAT Shoes) and international top model Lonneke Engel whose roots lie in Eindhoven.

The contest consists of two categories each focused on design entrepreneurs. The first category is for designers who are already established in the design industry and whom aim to lift their business to a higher plane (internationally). The first prize in this category is € 25,000, the second category is for young designers who are starting or have yet to start a company. Creative people with a vision of ‘the future of design’ can participate in the competition by enrolling until February 10th, 2012. Information about (participation in) the contest is available at www.thegreendesigncompetition.com.