The promise for a reimagined meaning of welfare – one that values the social quality of life more broadly and diversely – has been on discussion tables for years. To make good on this question, the Amsterdam Economic Board (AEB) has asked Reframing Studio to guide a group of 25 stakeholders in reflecting on the quality of public life for a transformative future.

On a sunny spring day of June last year, our team met up with some of the region's most influential voices at ZOKU in Amsterdam. This was the last of four sessions that kicked off a much broader discussion on the purpose of social life, individual wellbeing, and urgent climate challenges. The centre of everybody's attention was a future frame, made of colourful papers taped to the floor; the results of a fast-paced design research pointing towards exciting opportunities for the region.