In this workshop, we will explore the design business case of VanMoof: an innovative bicycle company based in the Netherlands with global aspirations.
A killer product, a stellar website, a revolutionary approach, and exemplary service all get trashed when the last link of the chain is out of your control and compromises the whole experience. In this interactive workshop, we will walk through each of the competitive advantages and innovations that VanMoof brought to the market and discuss how one of the biggest problems compromised this global star.

Edgar Gonzalez

Edgar Gonzalez runs a Strategic Design Agency, wherehe is a Strategic Consultant specialized in applying design processes to complex problems and narratives.

From 2000 –2002, he worked as an architect at ZahaHadidArchitects and with ArquitecturaTorres Nadal from 2002-2005. He was also an editorial designer for the Architectural Association London, The Economist and The guardian.

He has been the Editor in Chief of edgargonzalez.comsince 2002, one of the main reference websites about architecture and design in the Spanish speaking world and in 2016 Edgar became the Director Bachelor in Design of IE School of Architecture and Design.

Edgar is particularly interested in the threshold of the architectural practice; researching the relationships between new technologies and media over creative process and contemporary cities.
He holds a Bachelors in Architecture from ITESO University and a Master in the Arts in Complex Architecturefrom Alicante University.