Quality is one of the pillars under the vision of the Haagse University of Applied Sciences. But it is also a subjective and general concept. We got the request from the Faculty of Business, Marketing & Finance to deepen this. To let the 150 employees and teachers experience quality. We did this by organizing a conference together with 11 artists. A conference that consisted of seven different workshops, ranging from a Theatrical Lecture about students’ experiences with quality to a Storytelling workshop. From Feed Forward and Fuck-up Morning Sessions to the way To change the world in one hour. In every workshop the concept of quality emerged in a different way. It became a day full of new insights and experiences, which was recorded in a beautiful experiencebook by the Beeldvormers.