Not only is there a separate reality outside, and many, inside each of us, since the advent of the knowledge society, ushered in by digital technologies, we have a third reality to deal with. We are constantly bombarded with information that seemingly controls our consciousness and alienates us from our direct environment. So with his practice, Willem van Doorn stimulates, almost as an antidote, a renewed and a more direct interaction between people, artefacts and their immediate surroundings. Willem van Doorn works on the family owned farm ‘Volharding Loont’ (Perseverance Pays off) in the village De Kwakel, south of Amsterdam, in the middle of the flower industry surrounding Aalsmeer. This working environment with several workshops offers him freedom and inspiration for experimentation, production and collaboration. Many of van Doorns’ designs gradually come to into being through making and testing scale models and 1:1 prototypes using as-found materials and applying them in an unconventional way. Van Doorn often collaborates with other experts to infuse his way of working with narrative concepts, knowledge of technical systems and an understanding of natural processes. Through his work Willem van Doorn challenges us to renew the way we see and how we act in our everyday environment in a playfully autonomous way by designing and making artefacts that are strangely familiar but generate unusual situations. They point towards a different fulfilment of basic human needs through a self-sufficient, more trueful way of living.