Sessions at PICNIC'10 on Wednesday 22nd September

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  • Chamber of Commerce Marketplace Wednesday

    Set up like modern market with a unique PICNIC twist, The Chamber of Commerce Marketplace is the place for creative and innovative small businesses to showcase their talents. Organized by the Chamber of Commerce, Syntens and MediaGuild, the Marketplace offers a selection of inspiring businesses the opportunity to gain exposure and expand their network. Each day, the Marketplace will feature 25 dynamic young companies making a difference in the areas of Life, Design, City, Media and World.

    At 10:00am to 5:15pm, Wednesday 22nd September

  • Global Reporting Room, Kick-Off

    by paul pangaro and Claudine Boeglin

    Paul Pangaro and Claudine Boeglin introduce the Global Reporting Room: a unique project and growing-knowledge platform to contribute to the debate and make suggestions for the future of journalism.

    During the Kick-Off session, participants will experience a compilation of quotes and feedback gathered from interviews with students and international media experts. The participants will then join a round table discussion and on-going debate around the same questions used for the videos. Participants will include media experts, students and general festival attendees.

    At 10:00am to 12:00pm, Wednesday 22nd September

  • PICNIC Academy

    The PICNIC Academy offers students from different universities and schools a world-class series of lectures by PICNIC speakers.

    This PICNIC Academy session is open only to students from InHolland.

    At 10:00am to 12:00pm, Wednesday 22nd September

  • Project Dream School: The Essence

    Project Dream School is an open invitation to everyone to share their ideas, thoughts and insights on what the dream school of today and tomorrow would be. What would it look like? What are the methods? Who are the teachers? Is a Dream School still a school?

    How do we transform a present school into a Dream School?

    At 10:00am to 12:00pm, Wednesday 22nd September

  • STIKKNIC

    Dutch startup collaborative STIKK organizes a session to introduce PICNIC visitors to their world in an unconventional way. Through a game show style session, visitors are encouraged to participate, discuss and have a couple of laughs at stories about the ups and downs of young companies.

    At 10:00am to 12:00pm, Wednesday 22nd September

  • Welcome to PICNIC '10

    At 10:00am to 10:15am, Wednesday 22nd September

  • The Next Generation Enterprise meets the Net Generation Consumer

    by David Roman

    The Next Generation Enterprise meets the Net Generation Consumer

    With the rapid changes in the world today, people in all fields and professions will be well served to understand the big trends and their impact on the global business environment. In particular, the powerful presence of China and other emerging markets as well as the growing influence of the youth audience are driving vast changes in how business is conducted and how commercial messages are communicated around the world.

    From his perspective as a global marketer, David Roman will talk about the shift in influence from traditional companies to “next generation” enterprises from the BRIC countries and beyond. He will also speak about how the “net generation” – those who’ve grown up with technology – are changing the face of consumer culture everywhere.

    At 11:30am to 12:00pm, Wednesday 22nd September

  • Everything We Know about Transmedia is Wrong

    by tommy pallotta and Dan Hon

    This expert masterclass dives into the transmedia practice of inventing new types of media involving new and existing platforms, games and play and the stories to tell through them. Case studies will include Old Spice, Nike Grid, Nokia Supernova, Dante’s Inferno, Misfits and We Tell Stories along with an inspiring alternate history of ARGs.

    At 1:00pm to 3:00pm, Wednesday 22nd September

  • Heads up: Global Beacon Design Contest

    by Peggy Well, Steve Hayden, Usman Haque and Dale Herigstad

    HeadsUp! 2011, along with PICNIC, has brought together an extraordinary group of advisors from the worlds of design, communication, data visualization and climate science to forge a unique competition: a challenge to international designers to transform climate data into an interactive animated digital display – a “heads up display” for the planet.

    At 1:30pm to 3:00pm, Wednesday 22nd September

  • Life Sciences De-Mystified

    by Mark Bünger

    As with the parade of technologies before it, biotechnology has inspired fears and fantasies from the deepest wells of human imagination. While the strange bedfellows of environmentalists and religious fundamentalists decry tinkering with life as dangerous and immoral, scientists revel in new insights and tools, patients praise their rescued lives, and dreamers at the fringe envision at-home genomics and a future species called “humanity plus.” Who is right, who is wrong, and what if they all are both? And most importantly, how can you find out for yourself?

    Mark Bünger of Lux Research will describe the possibilities and limitations of biotechnology today, using practical experiences and examples from his own journey from programming cubicle gopher to biotech lab rat, and explaining today’s headlines in stem cells, bionanotechnology, and synthetic biology. This talk will give PICNIC participants a common understanding of biochemistry, to advance their own discussions of life sciences’ societal and commercial role. While he may not de-mystify anything, he hopes to dispel boredom and fear of science, and replace it with curiosity and awe at the profound elegance of the machinery of life.

    At 1:30pm to 2:00pm, Wednesday 22nd September

  • Project Dream School: The Transformation

    The world is in a continuous rapid transition. With new kinds of challenges, opportunities and knowledge arising every second. Changes happen so fast, the only thing we can be certain of is the constant of change itself.

    This asks for a completely new conception in educating people. Today, we waste too much talent. We simply cannot afford to do so. We desperately need education that celebrates diversity and maximizes each and every person's talent and creativity, in order to meet the challenges of the near future and bring forth a generation that can build a healthy, peaceful world.

    Project Dream School is an open invitation to everyone to share their ideas, thoughts and insights on what the dream school of today and tomorrow would be. What would it look like? What are the methods? Who are the teachers? Is a Dream School still a school?

    How do we transform a present school into a Dream School?

    At 1:30pm to 3:00pm, Wednesday 22nd September

  • Synthetic Biology Design Workshop

    by Mitchell Joachim and Oliver Medvedik

    Participants are expected to expand their comprehension of a specific science through design imaging and lab work. They will be asked to investigate a biological system in context and express it. At first, he or she must concentrate on illuminating the factors that are "unseen", i.e. wind passing through a tree line, scents, predator and prey relationships, seed distribution, and etc. These diagrams are known as ecograms. This can be accomplished in any variety of media, but preferably 2D montage, sketching, and/or 3D modeling applications. After the ecogram schematic is complete, we will participate in a specific lab exercise in using the polymerase chain reaction.

    13:30 – 15:00 Part A: Ecogram Sketch + Model

    Imagine you have the wide-ranging power and knowledge to rethink any biological organism or invent new ones. You will be asked to solve a global scale problem such as the Gulf oil spill. Then produce a fabulous ecogram as a speculative image/ polemical proposition that would compassionately alter our biological environment. To help you focus, here are several directives for the near future; combine an elephant with a bacteria that bio-degrades oil, juxtapose a fly with a Venus Flytrap, relocate teeth in a digestive tract, or clone sheep that grow photosynthetic grass coats instead of wool. Each designed solution should adhere to a predetermined set of biological and ethical principles. This is an exercise in design. Therefore it is not possible to have a truly erroneous solution.

    15:45 – 17:15 Part B: Lab Exercise

    Synthetic biology is an emerging field that uses the knowledge base and tools of molecular biology to engineer artificial biological systems and to standardize genetic components for that purpose. The shift towards engineering in this field is evident in terms such as “chassis” and “parts”, used to describe cells and genetic elements, respectively. The applications of synthetic biology vary widely. For some, the goal is to engineer and/or “transplant” entire biosynthetic pathways into more genetically tractable organisms in order to industrially produce valuable small molecules, such as pharmaceuticals and bio-fuels. For other groups, the construction of artificial pathways in cells is a step towards the creation and study of synthetic communities of microbes, interacting with one another in ways never before observed in nature. Thus, by using established tools of molecular biology we can create novel systems of biological signaling and communication.

    One such tool that is vital throughout molecular biology is PCR (polymerase chain reaction), invented by Nobel laureate Dr. Kary Mullis. Its myriad uses have evolved from the basic amplification of DNA for cloning in research, towards the construction of novel genetic components in synthetic biology and in diagnostic assays in modern medicine and forensics.

    Our workshop will permit participants to use this procedure to amplify a miniscule portion of their own genome. The region of the human genome selected will be a piece of the participants own DNA that encodes a cell surface receptor found on helper T cells. This receptor, termed CCR5, is crucial for enabling the docking and subsequent entry of the HIV-1 strain of the human immunodeficiency virus. It is estimated that approximately 10% of the European-Caucasian population encodes a shortened mutant form of this gene, termed CCR5D32, which allows a subpopulation of homozygous carriers (~1%) to possess lower rates of infectivity for certain strains of HIV. We believe this workshop to be an excellent demonstration of a technique now utilized in almost every facet of biology.

    At 1:30pm to 3:00pm, Wednesday 22nd September

  • Design with Life

    by Philip Beesley

    At 2:00pm to 2:20pm, Wednesday 22nd September

  • Environmental Health

    by Natalie Jeremijenko

    At 2:20pm to 2:40pm, Wednesday 22nd September

  • Thinking about Risk

    by denise caruso

    At 2:20pm to 3:00pm, Wednesday 22nd September

  • Cultural Criticism in the Age of New Journalism

    by Wilfried Ruetten, diana krabbendam, Michelle Kasprzak and Claudine Boeglin

    The adage “everyone’s a critic” has never been more true, when independent bloggers and twitterers can radically impact everything from a Hollywood blockbuster to a local theater performance. But reviews and cultural commentary have traditionally played a much greater role than simply marketing and promotion in the Arts. And as revenue models of traditional media come under threat, the result has been an ever-diminishing space for cultural journalism and criticism.

    So what is the impact of changes in the models of journalism on cultural journalism and cultural criticism? What then is the role for cultural criticism in a society where the tools of cultural production are everywhere? Is this loss of 'cultural criticism' in the media world a big deal, or even a problem? Has cultural criticism found a new space in the shifting media landscape? What is the impact on cultural producers?

    This session will be followed immediately by the launch of the publication, Cultural Bloggers Interviewed which is a LabforCulture publication exploring the role of blogging in the cultural sector. Featuring a series of interviews by Annette Wolfsberger with nine renowned bloggers from throughout Europe: including Anne Helmond, Robert Misik, Alek Tarkowski, Marta Peirano and José de Vicente, Alessandro Ludovico and Régine de Batty. Introduced by The Guardian journalist and blogger, Mercedes Bunz, who considers the role blogs take in society.

    At 3:45pm to 5:45pm, Wednesday 22nd September

  • Open Data MashUp Lab

    There has always been data. From early records of merchants in the old world to massive government warehouses filled with data on paper, not so long ago. While the availability and use of data turned into information and knowledge has always been around us, we are now entering a new era. Never before has there been so much data potentially accessible for so many people thanks to the digitization of data and (almost) universal access through the internet.

    The word data comes from the Latin plural of datum which means “something given” – this is how we can now look at data as never before. A gift to build with; a gift to let ideas come to life with.

    More and more data sources are becoming publicly available and discoverable. Before this if you had an idea you had to gather all the data yourself. Now you can easily build your idea on the data generated by other great ideas. There are also great difficulties in this. Where can you find the data sources? What protocol do you have to use to access this data? These data sources are generated by commercial companies like Facebook or Microsoft, but also by governments and governmental agencies.

    In the Open Data MashUp Lab we will examine data sources that are available and ways that these are discoverable and accessible. We will work with the people in the lab to find out what mash-ups we could imagine with the data that is available.

    At 3:45pm to 5:15pm, Wednesday 22nd September

  • PICNIC Young SensorLab: A Matter of Sense?!

    by Natalie Jeremijenko

    In our daily lives we chance upon sensors more and more, but not everyone is conscious of this fact. Consider, for instance, sensors on the public transport chip card, on books in the library, in tags to get into buildings. In addition to the identification of objects and people, sensors can also be used to measure the quality of the air, the intensity of light, movements, temperature, sound or resistance. This offers an endless series of possible applications.

    Waag Society’s Creative Learning Lab wants to raise awareness about the possibilities of sensor technology in education. Sensor technology allows insight into the effect of actions, so that these actions can be reflected upon.

    Previously, sensors and the data they generated were only available to scientists and technicians, but sensors now become more accessible to the general public. The use of sensors makes it possible to involve citizens in the measurement of environmental parameters, such as air, soil and water quality in the living environment. This 'Citizen Research' means more data will be available for science, but also for the citizen himself. For example, he can more rapidly adapt his behavioral patterns for the benefit of his health. The internet is a crucial linking between citizens, sensors and science. With the arrival of sensor input in mobile phones we are now at the cradle of many projects in the area of Citizen Research.

    Citizen Research offers the possibility to bring the theme of sustainability to the attention of young people through the school curriculum. To this end, Creative Learning Lab has equipped the Sensorlab. The design of new applications to collect and visualize ‘community based’ sensor data via Citizen Research methods is central here. During a SensorLab, students in secondary education work on smart tools and prototypes together with artists, designers and professionals from the e-technology sector, where sensors are deployed to measure certain aspects in the living environment of young people. Like sensors to measure the pollution of surface water in ditches or the quality of air along the street and in a park. The students make prototypes on the spot and learn to program the sensors in an easy manner, with the help of arduinos and phidgets. Together with the workshop leaders and the professionals, they devise which sensors can be used that can provide an indication about the quality of the air, soil or water in their living environment, and how they can carry out and visualize those measurements with so-called ‘sensor machines’.

    A number of initiatives in this area are already in progress. One example is Geluidnet, a network of multiple measuring points around Schiphol Airport. The data is posted online, giving Geluidsnet an important means to create a dialogue about the nuisance of air traffic around Schiphol between the public, the government and business. In June 2009, FING first tested their Green Watch, a watch that registers the concentration of ozone as well as the level of sound in the environment every second and couples it to GPS coordinates. The goal of the project was to show the potential for the involvement of citizens in collecting climate data, to improve knowledge about urban surroundings, to bring about changes in behavior and establish new connections between local authorities, interest groups and people in the city. The Collaborative Rain, Hail and Snow Network (CoCoRaHS) in the USA is a non-profit network of volunteers of that map rain, hail and snowfall in the country. The organization uses simple measuring instruments, an interactive website and emphasizes the importance of education. The goal is to collect data of the highest possible quality for agriculture, education and research.

    The inspiration for these machines comes from, amongst others, Natalie Jeremijenko of the Environmental Health Clinic in New York, and Frits van der Wateren of Chess with his experience with the Atalanta project. Atalanta is an autonomous mechanical butterfly, that is capable of saving itself, of finding its own energy and carry out commands independently without bumping into something. Natalie Jermeijenko has developed projects in which technology, environmental issues and campaigning with sensor technology are approached from an artistic point of view, in collaboration with local residents and young people in New York. She held workshops with groups of young people where existing robot dogs were built into ‘pollution-sniffing eco-dogs’. These robot dogs smell damaging substances in the air, the concentration of ozone and other environment polluting substances. The idea behind this workshop was that students went out in an involved and playful manner, to measure the quality of their own living environment with the sensors attached to the robot dogs, but especially to engage with local residents concerning how different people experience the living quality. It was precisely the playful aspects of the activity, the ‘patrolling’ groups with robot dogs, which made people stop in the streets to see what was happening and start talking to each other. The measurements of the dogs are shared with communities and local residents through online visualizations.

    This is exactly what the SensorLab is all about: by going out on the street with unique, self-built sensor-machines, the young people don’t just contribute to the measurements of local (pollution) data; they also alert people in a playful way to the quality of their living environment and stimulate the discussion about what you can contribute to it yourself.

    At 3:45pm to 5:15pm, Wednesday 22nd September

  • Project Dream School: The Instruments

    Next generation education: Building a Dream School.

    The world is in a continuous rapid transition. With new kinds of challenges, opportunities and knowledge arising every second. Changes happen so fast, the only thing we can be certain of is the constant of change itself.

    This asks for a completely new conception in educating people. Today, we waste too much talent. We simply cannot afford to do so. We desperately need education that celebrates diversity and maximizes each and every person's talent and creativity, in order to meet the challenges of the near future and bring forth a generation that can build a healthy, peaceful world.

    Project Dream School is an open invitation to everyone to share their ideas, thoughts and insights on what the dream school of today and tomorrow would be. What would it look like? What are the methods? Who are the teachers? Is a Dream School still a school?

    At 3:45pm to 5:15pm, Wednesday 22nd September

  • Redesigning Life and Issues of Intellectual Property

    by Ellen ter Gast

    Do we need an open source revolution in biotechnology?

    Patents are supposed to benefit the public good by providing innovators a temporary monopoly on their invention(s), in exchange for disclosing that invention so that others may learn from it. But in practice the situation seems quite the opposite. Since life science researchers were encouraged in the 1980s to patent their discoveries for the sake of the knowledge economy, the number of patents proliferated to such extend that IP is blocking rather than enabling downstream developments. A phenomenon also referred to as the “tragedy of the anticommons”: a bad situation for common people, scientists and the economy.

    Can this tragedy be prevented by adapting open source strategies in the biotech industry? And if so, what does a biotech revolution for 21st century look like?

    Bio Philosopher Ellen ter Gast will discuss these issues with Robert Carlson, author of Biology is Technology, the promise, peril and new business of engineering life, who will kick off the session with a short intro and Rik Zagers, legal expert on IP at Hogan Lovells.

    At 3:45pm to 5:15pm, Wednesday 22nd September

  • Rethinking Design Thinking

    by paul pangaro

    In a world of increasing complexity, our problems just seem to get worse and worse. While the practice of design began at the dawn of civilization, “design thinking” has recently been proposed as a means to solve these “wicked problems”—as well as all but guarantee a path to innovation for organizations of all stripes.

    But what is "design thinking"? And is it the panacea proposed?

    In an unblinking assessment of where design is and where it could take us, Paul Pangaro offers a critique of design thinking grounded in a cybernetic perspective. He argues that conversations are the heart and substance of all design practice, and shows how a cadence of designed conversations is an effective means for us to comprehend, and perhaps even begin to tame, our wicked problems.

    At 3:45pm to 4:15pm, Wednesday 22nd September

  • Social Media: The Added Value

    by Eugenie van Wiechen, Harrie Vollaard, Wouter Weerkamp and Rick Mans

    This session, hosted by Amsterdam Innovation Motor (AIM), explores how companies are and should be using social media to add value to their company and expand the conversation with their clients, prospects and fans.

    15.30 Doors open & coffee available

    16.00 Welcome

    16.05 What value can Social Media add to your company? Eugenie van Wiechen: Country Managing Director LinkedIn

    Eugenie van Wiechen has a background is in chemical engineering, combined with an international MBA. Before working in various media leadership roles, she has worked as a management consultant at McKinsey&Company. In January 2010 Eugenie started as CMD for LinkedIn Netherlands. In this presentation Eugenie will speak about the opportunities in social media for professionals. Obviously, she will use LinkedIn as a case for these opportunities.

    16.25 Social Media in Practice – the Rabobank case. Harrie Vollaard – Manager Innovation Rabobank ICT

    Harrie Vollaard has a background in Biochemistry, but has been working for the Rabobank Innovation Department since 1997. Currently is heading the innovation team with the goal to enhance the innovation capacity of Rabobank. A change program with a long-term focus is developed to change Rabobank into a more flexible company and to shorten the time to market with a higher output of new innovations on the market. In his lecture Harrie will share some experiences of a multinational Bank that is very advanced in the use of Social Media.

    16.45 The Future of Social Media: Information and Communication Perspectives - Dr. Ivar Vermeulen (VU) and Dr. Wouter Weerkamp (UvA)

    This is a dual presentation on emerging trends in social media by Dr. Wouter Weerkamp (social media analysis and retrieval technology expert, University of Amsterdam) and Ivar Vermeulen (marketing and communication researcher, VU Amsterdam). Wouter's talk starts from the observation that we increasingly live our life online. This development creates opportunities for new research into human behavior on unseen scales. In the talk, Wouter reviews some prominent examples (like world-wide mood tracking and impact prediction). Wouter will demonstrate the underlying search and analysis principles in a live demo aimed at real-time activity tracking using Twitter. Ivar observes that social media has blurred the boundaries between interpersonal communication and mass communication. For corporations and institutions, social media provides a new opportunity to engage into private conversations with consumers. However, these conversations take place in a public sphere, and will be monitored by audiences and competitors world-wide. In his talk, Ivar presents recent research that provides footholds for institutional senders on how to behave in this changing media landscape.

    17.15 Social Media in Practice Panel

    Introduction by Rick Mans, Social Media Strategist CapGemini

    Rick Mans was born in 1979 in The Hague, The Netherlands. During his study he and three other students started a company called eMagin in 1999. The focus was based around the web, including content management and collaboration software. In 2007 he started working for Capgemini, where he soon became the in-house social media strategist, working on national and international cases for several (Fortune 500) customers. He mostly blogs about social media and the way people and enterprises could interact and collaborate, and has great interest in anything digital, especially when it impacts behavior. Rick will give a few examples of very concrete applications of Social Media. To illustrate these applications there will be a few SMEs on stage as well.

    17.40 Drinks & networking

    At 3:45pm to 5:45pm, Wednesday 22nd September

  • Service Design

    by Tim Kobe

    As the environment we live in continues to change, it is the people, brands and companies that understand the critical value design plays in their success who are leading the way. Tim Kobe will share how leading brands find competitive advantage through the practice of service design, which brings the value of design to human engagement. Through examples of work with brands such as Apple and Citigroup, Tim will address questions such as, “Who designs the service, and to what ends?” A "design seat at the table" shapes the conversations that lead to effective consumer engagement, and helps shape the future of the most successful companies.

    At 4:15pm to 4:35pm, Wednesday 22nd September

  • Meet Your Maker

    by Matthew Stinchcomb

    Decades of an unyielding focus on economic growth has left us ever more disconnected with nature, our communities, and the people and processes behind the objects in our lives. In his talk, Matthew Stinchcomb will discuss Etsy's quest to reconnect consumers with makers, individuals with communities, and conscientiousness with production, and why he sees these as key steps in building a durable future.

    At 4:35pm to 4:55pm, Wednesday 22nd September

  • A Transformation in Automotive Design: A Local Connection

    by John B Rogers

    Rethink the car design, development and build process; co-create with customers on a local level.

    At 4:55pm to 5:15pm, Wednesday 22nd September

  • PICNIC Pitch Night

    by jon pep rosenfeld

    Organized by PICNIC, Ernst & Young, SII and the Chamber of Commerce and moderated by Jon Rosenfeld of Boom Chicago, the first-ever PICNIC Pitch Night takes place on Wednesday 22 September. Twelve selected companies will present their product or service to a panel of experts, who will offer personalized recommendations to each company. For both participants and the audience, this will be an exciting night focused on learning, growth and innovation.

    At 6:00pm to 8:00pm, Wednesday 22nd September

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