Arie van Baarle

Rotterdam, Netherlands

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Arie van Baarle started his first company in 1987: design bureau Limage Dangereuse, specialized in non-verbal communication. In 1995, Limage Dangereuse started a “new media lab” where strategists and visual designers, in collaboration with hardcore programmers, experimented with the upcoming technical developments, in order to develop their own vision on the concept of User Experience.

After he sold this agency, late 1999 to the NASDAQ listed company Razorfish, he was associated with this company as creative director for almost three years. A soldier during the digital revolution.

From the moment he first learned about an online community, Arie was intrigued by the potential of the “connected society”. The vast possibilities of this medium, far beyond traditional communication, made service design and user participation an increasingly important part of his vision and approach. In a constant search for human behavior, motivations, communication and our relationship with technology.

If Arie were to be a character in “The Matrix” and Morpheus would present him with the following dilemma:

“You take the blue pill – the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill – you stay in Wonderland and I show you how deep the rabbit-hole goes.”

Arie would definitely choose the red pill…

Throughout his life, he has explored the depths of rabbit holes. Both in marketing, design and the internet. Arie is an inquiring mind who approaches the opportunities, challenges and innovations of today with an open mind and unbridled enthusiasm.

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    • User Advocate