Our future is a canvas, not a crystal ball 🔮
Hidde Griek — pronounced as 'hidden' minus the 'n' — is a strategic designer and entrepreneur with a cross-disciplinary background. His diverse education in design, philosophy, systems biology, and business fuels his unique approach to problem-solving. Want to know more?
Featured projects
Flip: regenerating biodiversity as a circular business case
Flip the City is a start-up I founded in 2020. By using duckweed, Flip the City makes cities greener through creating innovative biodegradable planter tiles that promote biodiversity. Here are some achievements:
- Selected as part of the top 100 innovative companies in the Netherlands (2021)
- National press coverage: NPO, AD.nl, Financieel Dagblad, NEB
- As seen on national television with 550.000 viewers
SMR-2 player: the future of music listening is interactive
The future of music is an interactive one. During my studies at Aalto University I designed and developed a new way of interacting with music during the listening experience. By using neural networks and physical sliders, a user can adjust the volume of all parts of a song (drums, vocals, instruments, bass). Here are some achievements:
- Using the Spleeter Neural network infrastructure to dissect songs in parts
- Exhibited in the Museum of Music (Helsinki)
- Developed a novel technique for light reinforced concrete using 3D-printed structures
Fokus(1): ‘fidgeting’ can be used to enhance attention
The candy-shaped Fokus(1) is a device that can both measure (a) how a person fidgets and (b) what a person's stress level is, all the while changing the fidget interaction on the basis of a stress level. Developed and designed at Aalto University with Nicolas Robertson and Natalia Trzmielak. Here are some achievements:
- Developed a technique (using GSR-sensors) to approximate a user’s stress levels
- Designed and prototyped within six weeks.
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Sozo: branding the creator economy in a fashion jacket
Co-founded in 2018, The Sozo Company represented my first startup. A fashion brand blending radical transparency, sustainability, and digital experiences. Here are some achievements:
- Sold out first promotional event in de Melkweg (2019)
- Launched over 31 products (2018-2021) selling in 10 different countries
- 120,000 unique social users reached, with 335,000 unique social impressions and an engagement rate of 10.4%
Working as ..
Running Flip the City as founder, a startup that uses duckweed to create biodiversity for greener cities in the Netherlands.
I work as an analyst for ftrprf. Currently helping one of the largest Dutch pension funds transition towards becoming an impact-investor.
Open as a freelance designer or business developer for gigs in product design, strategic design, consultancy and research.
Now working on..
Pidgin
How can we demystify AI technologies and foster stronger communication between technical and non-technical team members in business settings?
This tool aims to streamline the onboarding process for business professionals in AI projects by providing clear, practical, and tailored explanations of AI technologies and their applications.
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Twig
Global fertility has plunged 50% since 1950, below population replacement levels. The repercussions of this are that major economies face shrinking, aging populations.
Although perhaps from a sustainability angle not entirely fitting, I am exploring ways to empower both men and women with accurate and tailored fertility information, ensuring equitable access.
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Studio-model
Currently developing a new model for what strategic design agencies can look like. Integrating rigorous contextual research with real-world concept validation, we create innovative 75%-ready solutions ready for impact.
Rather than just optimizing for clients, we want to actively try to shape preferable futures - while using a new methodological approach. Interested?