Tim Vermeulen interviews pioneering designer, educator and entrepreneur Gijs Bakker, the co-founder of Droog Design and founder of the jewellery brand Chi Ha Paura...?, about the importance of raising cultural awareness and the role of design education in industrial culture. Bakker talks about jewellery design and its relationship to his industrial practice, his role in design education in the Netherlands, and his culturally focused entrepreneurship. Vermeulen pays particular attention to Bakker’s ongoing efforts to develop a worldwide cultural design practice. This interview was recorded before a live audience during Tokyo Designers Week 2010. Learn more about Pioneers of Industrial Culture at www.premsela.org.