My main involvements

After a 15-year career at Moooi, I’ve been self-employed since 2004, working as a freelancer in various collaborations, long-term commitments and participations. In 2023, I created a holding company to enable the creation of several design-related companies, but with very different objectives.

I started my work with in Moooi in 2004 at the age of 24, when the company was still a start-up. Developing with the growth of the company I soon become responsible for product development, overseeing the team responsible for product design, engineering and product management.

I founded my studio in 2018, with the ambition to utilize my skills and experience and apply this to support upcoming brands and designers with their development and projects. Alongside working on designs and projects autonomously.

After conducting a brand assessment and business consulting, there was a need to translate these insights into a visual identity and portfolio management. From 2020, I led the brand identity, content- and portfolio management of the company and became partner. I exited at the end of 2023 when the licence for the brand and its portfolio was acquired by Gervasoni SpA. Visit: www-rex-kralj.com

I caught up with former Moooi founder Casper Vissers in early 2021, and we slowly picked up pace of the development of his new company Revised. Following more and more projects I managed the company during 2023 and created multiple designs. 

After investing in a number of companies, I decided to concentrate my activities in a new holding company, Wensdenken Holding, so that several companies could coexist. Wensdenken is the Dutch translation for ‘wishful thinking’. Something I believe is essential for design to come to life.

A multidisciplinary design consultancy collective based in Amsterdam with 40 years of combined experience, specializing in creative, strategic, and operational solutions. We partner with brands and entrepreneurs to create unique, strong, and innovative products. We have a global network of creative collaborators. We enhance portfolios, optimize supply chains and merge concepts and commerce with tangible development. Our focus is on sustainable design, conceptual excellence, product quality, and brand impact. Visit: www.collectivedesignconsultancy.com

A new holding company established with partners in 2024 to create a structure that develops emerging sustainable technologies that are relevant to the design industry. The first company established in the group is Growmolding BV.

Growmolding was founded in summer 2024 to commercialize a new method of producing mycelium-based composite furniture.  Growmolding is manufacturing company with it’s facility based in Enkhuizen, the Netherlands. A B2B partner for furniture designers, brands and architects who believe that the way forward is to create truly sustainable design. Visit: www.growmolding.com

design is collaborating