All pictures, slides and keynote videos of #SDGC16 are to be found


Title: Business as Unusual

The impact of service design is greater than ever. Service designers find themselves bearing more responsibilities as they design not only customer experience, but employee experience and organi​sational strategy as a whole. Increasingly, they find themselves embedded within an organi​sation, rather than operating on the outside. And the services they design aren’t just delivered by companies large and small. Service design is behind both incremental and transformational changes within government, public sector and non-governmental organi​sations, healthcare, education and more. Furthermore, its techniques are being applied to a broad range of activities, from policy-making to enterprise design strategy, and from innovation to the world of lean start-ups. Join us in 2016 as the global service design community come together to learn, share, inspire, network and advance our discipline. Business as usual is becoming unusual, for the better! Join us in Amsterdam in October.

Save the date: 27th and 28th Oct. 2016 in Amsterdam

The Service Design Network is bringing the 9th Service Design Global Conference to the Netherlands.
In 2008, the very first Service Design Global Conference took place in the beautiful city of Amsterdam and the network and its events have grown ever since. With an active SDN Dutch Chapter and a strong service design community in place, SDN is looking forward to more than 600 participants from all over the world  coming together to network, exchange experiences, ideas and different perspectives.
Become a part of this annual get-together of thinkers, doers and leaders. Join SDN in Amsterdam´s Westergasfabriek for two buzzing and vibrant days with inspiring talks and intense breakout sessions on 27th and 28th of October 2016. And don´t miss the exclusive members day and reception on October 26th!


Exclusive Members Day


This event is packed with a high number of exclusive benefits for SDN members only. Unwind, network, share a drink and exchange your business cards afterwards at SDN´s famous members reception party with free drinks and snacks.

Learn more!
Check out the amazing programme

Conference Tickets

#SDGC16 sold out!
Workshops are fully booked

Professional Tickets


€ 710

  • 1 Conference Ticket
Sold out!⁴


€ 850

  • 1 Conference Ticket
Sold out!⁴

SDN Membership² Packages


€ 925

  • 1 Conference Ticket
  • Prof. Membership³
Sold out!⁴


€ 4,190

  • 5 Conference Tickets
  • Corporate Membership³
Sold out!⁴

Student Tickets


€ 360

  • 1 Conference Ticket
Sold out!


€ 425

  • 1 Conference Ticket
Sold out!

¹ Please access SDN Member Discount Codes to receive your discount code. Your SDN membership has to be valid on the conference days.

² Please see SDN’s main website for terms & conditions of your one-year membership: SDN Membership Terms & Conditions.

³ Membership is valid for one year. For the amazing benefits that come with your membership see our SDN Membership Page.

⁴ VAT does not apply according to German tax law § 3a (3) No. 3a UStG.

Conference Venue

The new Westergasfabriek is fully equipped for hosting big events, whether indoors or out. Options are limitless in its 18 industrial heritage buildings, 8000 m² of indoor venues, 14 hectares of modern city park, and excellent infrastructure. Imagine the entire park being taken over by a major photography exhibition, the world’s biggest BMX track, an international conference, or an open-air concert for 20,000 people. They’ve all happened here.

How to get there?

By Bus
If you like to take the bus, take Line 197 and head for the City Center first. There change to Tram 10. Then get out at stop Van Limburg Stirumplein.

Passengers on all lines embark and disembark at Schiphol Plaza (directly in front of the Arrival and Departure Halls). Amsterdam City Centre: line 197 / Amsterdam Airport Express departs every 15 minutes to the city centre of Amsterdam. More information

By Train
If you like to take the train, we recommend the Interity direct, the Amsterdam Airport City Centre Train. Just head for the Amsterdam Central Station. There take the Bus 21 and get out at stop Westergasfabriek.

Schiphol station is situated directly below the airport.

More Information
You can find more information here, if needed: Public Transport from Shiphol Airport

From Central Station
Bus 21, get out at stop Westergasfabriek

From City Centre/ Leidseplein
Tram 10, get out at stop Van Limburg Stirumplein

From Ring A10
Exit S103 / S104 (Haarlem), drive towards the city centre via the Haarlemmerweg. On your left side you find the Westergasfabriek.

From Schiphol
Highway A4 Amsterdam (Ring A10). Exit S103, drive towards the city centre via the Haarlemmerweg. On your left side you find the Westergasfabriek.

The Westergasfabriek is located in Westerpark and is a car-free environment. You can park your car at:

Q Park Westergasfabriek
Van Bleiswijkstraat 8
1051 DG Amsterdam
Located opposite to Westergasfabriek (€ 2, – per 35 minutes / € 30, – a day)

Parkeergarage Willemspoort
Haarlemmer Houttuinen 549
1013 GM Amsterdam
10 minutes walking distance (€0,50 for 7 minutes/ €47.50 a day)

P+R Bos en Lommer
Leeuwendalerweg 23B
1055 JE Amsterdam
10 minutes distance by bus ( take bus 21 and get off at bus stop Van Hallstraat). (From €1,- per hour. See their website for the terms and conditions)

Conference Team


Making stages around the world more diverse and accessible

Learn more about #upfront

Welcome to Amsterdam

Here we have prepared some nice and useful information, which will make your stay in this beautiful city even more pleasant.

About the City

As the commercial capital of the Netherlands and one of the top financial centres in Europe, Amsterdam is considered an alpha world city by the Globalization and World Cities study group. The city is also the cultural capital of the Netherlands. Many large Dutch institutions have their headquarters there, and seven of the world’s 500 largest companies, including Philips and ING, are based in the city. In 2012, Amsterdam was ranked the second best city in which to live by the Economist Intelligence Unit and 12th globally on quality of living for environment and infrastructure by Mercer.

Finding Hotels

Special Discount at CityHub Amsterdam

We’re happy to announce a 10% Discount at CityHub Amsterdam. Just use the Code »FriendofCHAMS« during your booking process.

Besides that we can also recommend to use this popular booking websites.

9 Reasons to visit Amsterdam

Of course we knew that Amsterdam was famous for its canals and they’re literally everywhere. This can make getting around a little confusing as everything sort of looks the same (especially if you indulge in some of Amsterdam’s other famous pastimes – see later!) but it gives the city a unique and beautiful atmosphere, and means you’re never short of somewhere relaxing to sit and enjoy a rest and a beer.
If you don’t know what Amsterdam’s coffeeshops are known for, then let me give you a hint… it’s not coffee! Since marijuana is legal in Holland, many tourists flock to Amsterdam to smoke a joint or two in one of the city’s many coffeeshops. These are literally everywhere, especially in the city centre and near to the Red Light District, and are always packed with people sitting outside and enjoying a smoke. You’ll probably notice the distinctive smell everywhere. By the way, there are also plenty of great places to drink actual coffee as well!
There are a couple of main squares in Amsterdam, which are all packed with cafes, restaurants and bars, but Dam is the biggest and most iconic. Sometimes there is a funfair going on there, and it’s definitely one of the more lively parts of the city, packed with people. By night, all the restaurants and bars around this area are busy, and sitting outside is a great way to people-watch and experience the Amsterdam nightlife. Be sure to also check out Rembrandtplein – where you can easily grab a table outside to eat dinner or have a drink, and Museumplein, where all the biggest museums (and the famous Amsterdam sign) are.
You probably don’t instantly associate the Netherlands with great cuisine, but actually you might be wrong! Amsterdam has plenty of good international restaurants, but is particularly good for Indonesian cuisine due to the country’s links with its former colony. There is also a fantastic Dutch restaurant in the centre, where you should try the traditional dish Hotchpotch, which is basically a combination of mashed potato and vegetables, served with bacon or meatballs, which was is really tasty and filling. Make sure you also order a pint of Heineken (brewed in the city) and try some traditional apple cake or poffertjes (small pancakes), which are really popular.
Technically this should probably come under ‘Dutch cuisine’, but we think it deserves a point all of its own. Herring is a very traditional food in the Netherlands, as in much of Northern Europe and can be bought from various stalls in the city. Try it with pickles and chopped onion in a roll for a tasty, cheap and portable lunch while you’re sightseeing!
The stereotype that Dutch people are ridiculously good at English is true, so don’t worry if you don’t speak any Dutch; you can definitely get around and order food in English. However, people are generally friendly and happy to let you try out a couple of phrases on them. Dutch people seem to be very open to chatting with foreigners in English (more so than elsewhere) and it’s an easy place to make some new friends.
There’s plenty to check out on the cultural side too. The Van Gogh museum has permanent queues in front of it, to see some beautiful paintings by the most famous Dutch artist of all time – even if he wasn’t well known at all in his lifetime. Also pay a visit to the Rijksmuseum nearby, which has some paintings by Van Gogh and fellow Dutch artist Rembrandt, as well as many other exhibits. However make sure you leave plenty of time to see everything – as it’s huge and takes at least 3-4 hours to explore everything. There’s even more to see in the children’s science museum, and the Museum of Sex also sounds intriguing…
Well, this one is rather weather-dependent, but if the weather is nice you should take some time and stroll around one of the parks. The Vondelpark is quite central and really big – great for a run or a walk.
Finally, the other big thing the city is famous for: bikes. Maybe after hearing you’re going to Amsterdam everyone is saying ‘watch out for the bikes’ and they aren’t wrong. It seems like absolutely everyone cycles everywhere, which means it’s a very clean city and the air quality is good. It’s also a very healthy way to get around. Renting a bike is an ideal way to see the city. You can walk just about anywhere, or there are trams and even a (small) metro network, but cycling is probably the quickest and easiest way to zip around the main sights and get from one side of the city to the other.

Sponsoring Information

Are you interested in sponsoring opportunities? Download our Sponsoring Information Brochure.

Sponsoring Brochure

SDGC16 Newsletter

Stay tuned! Our monthly SDGC16 email newsletter comes with up-to-date information
about the upcoming Conference in Amsterdam.

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