Product Design alumni Lennart and Casper: from classmates to studio owners

“Even during our studies it occurred to us that, as a team, the two of us had a far better chance of success,” Lennart recalls. And that’s exactly how things turned out. “We literally started out working from our living rooms and only recently bought our first business premises. A milestone that’s really helped me take myself seriously. This is no longer a hobby. And honestly, we could never have achieved all this without our course.”

An idea is just an idea

If one of them has an idea, the other gets it straight away. A quick scribble on a piece of paper might not look like much to outsiders, but for Lennart and Casper it can be the key to something special. “Another huge advantage,” Casper explains from their new workplace in Arnhem, “is that we share the same work ethic. We’re both very open and transparent. We hold nothing back. An idea is just an idea, it’s not anyone’s private property. It was the same during our studies.” Both look back very positively on their student days. Casper casts his mind back: “I remember seeing those workshops and thinking: this is the place for me. I liked the fact that things were on a smaller scale. It makes your contact with the teachers far more direct.”

Springboard to working life

During their studies, it became clear that – after graduation – the two of them wanted to set up a company together. Asked whether a degree in Product Design is likely to lead to a future as an entrepreneur, Lennart replies, “After you’ve studied for four years, it’s not like you are handed three options for how to make a living. For me, the course was mainly a process of self-discovery: I learned who I was as a designer. Beyond that, a lot is left open. When you start your own business, you still have to figure out all sorts of things. The same applies if you work for someone else.”

With this in mind, neither of them would recommend taking a gap year. As Casper puts it, “We went straight for the next step. If you don’t do that and you step out of work mode, I think it’s very difficult to get back into it.” Lennart agrees: “Graduation is also a springboard to working life. You work towards that end point, have an exhibition, speak to a lot of people: taking a break while you’re riding that wave doesn’t make much sense to me.” If you keep busy, people see you and word gets around, the two of them believe. “Get yourself in the picture and don’t be afraid to tackle a project that won’t make you a lot of money straight off. At least you’ll be doing something and learning things that were not necessarily covered during your studies.” Casper warns, “But only up to a point. Some people are all too happy to take advantage if you’re always willing to do things on a tight budget.”

“Our enthusiasm for a job takes priority over how much we earn per hour. That’s why neither of us like to bang on about ‘entrepreneurship’.”

What makes their design studio so special is the combination between design and manufacture. As Lennart points out, “Designers who also run their own production line are few and far between. Sometimes we walk through the museum in our work overalls and visitors mistake us for painters,” he laughs. Proof that hard work pays off can be found in the impressive client list that the two have built up: from museum exhibitions to fitting out retail outlets for Guts & Gusto and tourism offices in Utrecht and Arnhem. “We like that variety,” Casper says. “We also have a good relationship with all our clients. That’s partly because our enthusiasm for a job takes priority over how much we earn per hour. That’s why neither of us like to bang on about ‘entrepreneurship’. It may sound like a cliché, but for us this really is a passion.”

Since they now work mostly on commission, having a label of their own strikes them as an attractive proposition. “The designs we create include pieces of furniture that we could definitely market on a large scale,” Lennart says. “For example, we like the idea of designing something that might end up in a hundred museums.” Apart from their own label, does this dynamic duo have other ambitions? “Growing your business is always an appealing idea,” Casper adds. “Although that would leave us less time to work together. If you want to keep doing what you love and maintain quality, there may be a limit to the number of projects you can take on each year.”

Oceans of time to experiment

Looking back on their early years at ArtEZ, there are a number of things they would have handled differently. “I was 28 when I started studying Product Design,” Casper explains. “To me it felt like a last chance and so I took everything very seriously. With hindsight, I think I could have relaxed a bit more and put myself under less pressure to get everything right the first time.” Lennart nods. “It’s an education, not a make-or-break job. It’s not as if your life depends on it, so be willing to try things. You can branch off in so many different directions at the academy and you have oceans of time to experiment. Once you graduate, that luxury is gone: a realisation that only hits you when it’s all over.” And don’t be afraid to show people what you can do, Lennart advises. During and after your studies. “Otherwise, people won’t find you. It can be daunting to present your work to the world but above all else, you should be very proud of what you do.”