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Our vision


“Don’t make anything unless it is both necessary and useful, but if it is, do not hesitate to make it beautiful.” (Shakers quote) We believe in the principle of form follows function as long as the concept of function is broad enough. People don’t only have material or physical needs, we also have mental, social and aesthetic needs. By keeping this in mind, you end up with very pure design that does what it has to do in a very efficient and beautiful way. Functionality is one of the essential aspects of good design. If a product isn’t designed to fulfill its function as good as possible it is art or decoration. We believe that the search for a design that fills in its function perfectly never stops. There’s always room for improvement.


There is no need to design any more products that won’t be used. Our world faces an abundance of bad products and a lack of good products. Dirk Wynants believes in the big res­ponsibility of a designer to create good design through added value. Not just a different shape, but real innovation, which creates better solutions.


Durability and sustainability go a lot further than just quality or just using ecological materials. It should be a philosophy that is implimented in every step of the design and production process. Superior quality for maximum lifespan, optimal use of materials, local materials and production, small transport volume, energy minimazation in the production process, ecological packaging, ... If al steps are well considered the footprint and in most cases the cost of a product can be dramatically reduced. The biggest challenge however is to create esthetical and emotional durability. Only then people will hold on to their products and timeless design is created. Classics for the future

Social relevance

In order to design for both the Chinese and Western market, a thorough knowledge of both markets and its differences is required. But good design is not only inspired by the demand and wishes of the market and its clients, but responds to real and evolving needs in society. A designer is an all rounder and must be able to foresee, read these needs and translate them to solutions.

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