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Cradle to cradle® in design and business Seminar

About: NEW MASTER SPECIALIZATION of Industrial Design Engineering track at University of Twente

When: Friday March 9th 2012

Time: 9:00 – 17:00

Location: University of Twente, Enschede

Building: Spiegel 1, Building Spiegel (route)

Registration: Starts February 9th via

Cooperation: Rotterdam School of Management (RSM) and

Hamburger Umweltinstitut e.V. (HUI)

Seminar fee: An indemnification of € 100 for the costs will be asked from profit organizations an indemnification of € 50 will be asked from non – academic participants. Students have free admission.

Cradle to Cradle® is an important topic for many Dutch companies and more and more enterprises are adopting this concept and following its business approach.

Consequently Cradle to Cradle® is a topic for education at all levels, especially at Universities. Since 2010 Prof. Dr. Michael Braungart has held the academic chair “Cradle to Cradle® in Industrial Design Engineering” at University of Twente. It is funded by the C2C ExpoLab of the region Venlo and supported by EPEA GmbH.

At Erasmus University the academic chair “Cradle to Cradle® for innovation and quality” was established in 2009 and is currently based at the Rotterdam School of Management. As of January 2011, Prof. Dr. Michael Braungart is a visiting professor of Building Design Technology at the Faculty of Architecture at TU Delft.

Design is often recognized as an artifact of business, but in effect it is a consequence of business. Ninety percent of a product’s consequence is determined in the first ten percent of the design process. Today, with our growing knowledge of the living earth, design can reflect a new spirit. In fact, when designers employ the intelligence of natural systems; the effectiveness of nutrient cycling, the abundance of the sun's energy; they can create products, industrial systems, buildings, even regional plans that allow nature and commerce to fruitfully co-exist.

The question is: What is the role of the design professional and what are the responsibilities of that role?

Cradle to Cradle® offers practical steps on how to innovate within today's economic environment.


In the Cradle to Cradle® master track of IDE at University of Twente, students learn to expand their interests and responsibility beyond just aesthetics and understand the business approach. They study how we can and need to put more quality criteria in the design at the beginning and understand the link between total quality and total beauty. Overall with the Cradle to Cradle® concept there is an opportunity for designers to become pivotal players in the industrial transformation, adding immense strategic value through a comprehensive strategy around biological and technical nutrient flows.

Cradle to Cradle® Design makes products that are economically successful, healthy for users, and supportive of the environment and next generations. Their innovative Design addresses not only appearance and functionality, but also the definition of their composition. This enables a new dimension of quality and security for these products and their material flow cycle. By integrating economic, social and environmental aspects, they are superior to currently available products.







Moderation: Dr. Tanja Scheelhaase



9:30 – 9:45



Prof. Dr. Rikus Eising, University of Twente

9:45 – 10:00

Cradle to Cradle® specialization of the IDE master at University of Twente


Dr. Tanja Scheelhaase, University of Twente

10:00 – 10:15

Academic Chair ‘Cradle to Cradle® for Innovation and Quality’ at Rotterdam School of Management


Drs. Diana den Held, Rotterdam School of Management

10:15 – 10:30

C2C Lab at TU Delft


Prof. ir. Peter Luscuere, TU Delft

10:30 – 11:00

Cradle to Cradle® in Design and Business


Prof. Dr. Michael Braungart, University of Twente

Coffee break



11:15 – 11:45

Cradle to Cradle® as Business approach


Drs. Diana den Held, RSM

11:45 – 12:15

Q&A with Michael Braungart


Discussion of how Cradle to Cradle® relates to your field of expertise

12:15 – 12:45

Cradle to Cradle® Design & Plastics


Dr. Rinus van den Berg, DSM

Lunch break



13:40 – 14:00

Commercial Implementation of Cradle to Cradle® at DESSO


Dr. Alexander Collot d'Escury , DESSO (Chief Commercial Officer)

14:00 – 14:25

Usability of LCA for Cradle to Cradle® purposes


Dr. Katja Hansen, Rotterdam School of Management

14:25 – 14:40

The Cradle to Cradle® Platform of C2C ExpoLab


Drs. Roy Vercoulen, C2C ExpoLab Venlo

14:40 – 15:00

Knowledge Platform Recourse Management,


Ir. Jan-Henk Welink, TU Delft

Coffee break



Cradle to Cradle® at University of Twente

Case studies:



15:15 – 15:25

Design competition for the student assignment


Dr. Tanja Scheelhaase, University of Twente

15:25 – 15:45

Student assignment: Award for the FLORIADE designed with the Cradle to Cradle® approach


Student, University of Twente

15:45 – 16:00

Graduation assignment: Cradle to Cradle® Toolbox for AUPING


Ing. Paul Oteman, University of Twente

16:00 – 16:15

Ph.D. Cradle to Cradle® in area development


Ir. Marleen Lodder, Rotterdam School of Management

16:15 – 16:30

Ph.D. Implementing the Cradle to Cradle® Concept in the Built Environment


Ir. Bas van de Westerlo, University of Twente

16:30 – 17:00

Closing discussion