There is no other conceptual studio in The Netherlands where conceptual thinking about graphic design and cutting edge digital technology are as obviously interdependent as they are at LUST. Its members describe themselves and their select group of like-minded designers as Generation Random. What means that every piece conceived by LUST has an element that is randomly generated. Each job is seen as an incentive to research and question the strategies and workings of design itself.
LUSTlab researches, generates hypotheses and makes unstable media stable again. The future of digital media lies in the design of its use. Humanizing the unhuman, bringing the internet down to earth and finding the missing link between the digital and the physical. The outcomes vary from (strategic) visions to new communication tools, man-machine installations and physical products using digital content.