The Third Floor

Love, designed

Love. Our image of it is often full of clichés. Clichés that are designed; just think of a Valentine’s bear, a wedding ring or a sex toy. On this Third Floor, you will discover by whom and in what way our image of love has been shaped. And you will meet people who speculate on alternatives to the many love clichés.

This exhibition is on view in the museum from September 23, 2023 to February 18, 2024.

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Things We Can Love, Maybe Inevitably

Bee (Seungbee) Han developed the Bee Machine. A machine that judges potential friends on the possible success rate of the friendship.

From the exhibition

Passion – Love play

The appearance of sex toys tells us a lot about how people felt about lust and gratification at a particular time. About the taboos that might still attach to them. And about the future of sex and the ideals of designers.

From the exhibition

Passion – The kiss

Your first kiss. You never forget it. No matter how sweet, sloppy or bad it was. After that, there’s no stopping you: on average you’ll spend 20,000 minutes of your life kissing.

From the exhibition

Passion – Perfectible body

Not happy with your body? Then do something about it. That seems to be the credo of our age, with its obsession with perfect bodies. But is the body really so perfectible?

From the exhibition

Passion – The body

The contents of Bouquet romantic novels might still leave something to the imagination, but not so their covers: this is the image of the ‘ideal man’. What does it say about our perceptions?

From the exhibition

Passion – Romantic fiction

Seven Nights with the Sheikh, A Kiss in the Moonlight, An Heir for the King: the titles of romantic fiction in the world-famous Bouquet series have always appealed to the imagination. Guilty pleasures full of desire, temptation and happy endings are still extremely popular.

From the exhibition

Falling in Love – I love you

Three little words with a huge meaning.

From the exhibition

Falling in Love – Making it happen

Butterflies in your stomach, unable to eat a thing, constantly daydreaming and checking your phone every five minutes to see if you’ve received a new message: falling in love is magical.

From the exhibition

Falling in Love – The Heart

The heart has many meanings.

From the exhibition

Bonding – Parenthood

For centuries being a mum or dad was not a choice at all, simply how things were ‘supposed to be’. The way parenthood itself is viewed has also changed over the years.

From the exhibition

Bonding – Marriage

Only three things are truly important in a marriage: you, your beloved and your love for each other. All the same, there are a lot more factors at play in the background.

From the exhibition

Bonding – Family of choice

In addition to their biological family, many people have one they’ve chosen for themselves: people you’re not related to, people who understand, help and love you.

From the exhibition

Bonding – The Couple Look

See them whizzing across the city on their fast bikes: his a men’s model, hers a woman’s. Both wrapped in a puffer jacket and with matching trainers. The dreary ‘ANWB couple’ in trendy jackets.

From the exhibition

Love, designed

We’ve all grown up with stories and clichés that have unconsciously influenced our image of love. Love, designed explores these stereotypes and shows how design guides the way we both seek and ‘consume’ love.