Why we wait
PICK UP is our answer to the Dutch Design Week 2026 theme: Answer the Call. For generations, shaped by culture, tradition and learned behaviour, we have avoided conversations about death, grief, regret and goodbye. We speak openly about almost everything, except the one thing every human being will eventually face. There is only one certainty in life: we are all going to die.
Why it matters
Despite living in a world of constant communication, many of our most meaningful conversations never take place.
We postpone difficult conversations. We avoid vulnerability. We assume there will always be another opportunity to say what we feel, ask what we need to know, or express what truly matters.
As a social design project, PICK UP explores the cultural and emotional barriers that prevent these conversations from happening in the first place.
Why we listen
Connection, reflection and belonging play a fundamental role in individual and collective wellbeing.
By listening to the stories of others, visitors are encouraged to reflect on their own relationships, unfinished conversations and personal narratives. Rather than offering solutions, PICK UP creates space for dialogue, empathy and human connection, positioning conversation itself as a contribution to health and wellbeing.
Not by offering answers, but by starting a conversation.
