Rush hour

Amsterdam feels like it’s always in rush hour. Cyclists race by, schedules are full, and “busy” is the norm. For young adults aged 21 to 30, life is a constant effort to balance career, social life and personal growth, while burnout is increasingly common.

The bike, once a symbol of simplicity, is now a status symbol and the city’s fastest transport. But a counter-movement is growing. From JOMO to slow living, people are craving calm. Time and attention are the new luxury.
Will we keep rushing or choose to slow down?

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The final outcome is a trend forecast booklet titled De Snelle Amsterdammer and a speculative design bag with two sides—one for slowing down, the other for safety in speed.