Craft to the next level: Craft Bible 2.1

For the past month 21 students of AMFI’s Brands & Innovation specialisation dealt with the topic craft, creating the Craft Bible 2.1. The magazine comprises of 21 original interviews, articles and photo shoots, embodying the students’ individual visions on craft. We spoke to Christin Stolz and Tina Kirch, two fourth-year International Management students who have been working on the Craft Bible.


Tina and Christin very much enjoyed exploring new fields of interest through the Brands & Innovation specialisation.

‘To be honest, when I read that this semester was going to be all about craft, I was a bit hesitant’, explains Christin, who developed a completely different outlook on craft throughout the project. ‘Translating something traditional into something innovative holds so many opportunities. Think about the Nike Flyknit being inspired by the good old craft of knitting.’

For four weeks the Brands & Innovation team researched everything about craft. Tina: ‘Our teachers did not really set any limits and encouraged us to develop our own vision.’ She really valued the weekly workshops. ‘Everyone brought their process books, shared their findings and provided constructive feedback until everyone had found their own take on craft. In order to set your mind free from all the stress and worries, we even meditated every Friday for 10 minutes.’

Combining technology and craft: an article about craft brain molds designed by Matt Durran.

Combining technology and craft: an article about craft brain molds designed by Matt Durran.

For one of the many interviews the students spoke to Dutch Designer, Bauke Knotterus, who combines the craft of knitting with technology in a very unusual way. Inspired by the Photoshop tool of resizing objects, he likes to show familiar things in a different way.


Bauke Knotterus relaxing on one of his creation.

The next step in the specialisation for the Brands & Innovation students is to reflect on the future. For them, the future of craft is a contradictory topic. Tina: ’On the one hand traditional craft is dying out. On the other hand technology brings forth the most amazing developments. You would think 3D printing is already revolutionary but there is so much more to come!’

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Tina spoke to Shoemaker Bert Herman (84), who is the last one in line of his family business which started in 1763.

In the upcoming phase, the team will develop future scenarios, using the developments they researched and discovered. Will the world be a community-based place, where people swap their belongings and trust is no issue anymore? Or will people’s lives be completely scanned and controlled; making things like pop-up stores appear in your neighborhood, just because you think about them?

Some of the photo shoot results are presented in AMFI’s hallway but to seize the opportunity of reading though the students’ perception of craft and its future, visit the by AMFI Store at the end of November, where the Craft Bible 2.1 will be exhibited.

Craft bible cover

Cover of the Craft Bible

Text: Carolin Krings, second-year International Fashion & Management student.
Photos: Christin Stolz, Tina Kirch, Bauke Knotterus

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