We are not the same

Willem van Hooff (b. 1992, Holland) sees himself as a modern craftsman. After graduating from the Design Academy in Eindhoven in 2018, he opened a design studio in Eindhoven. He achieves a raw style by availing of primitive techniques. He often works with traditional machinery, methods, and existing products. His work breaths a new, exciting life into traditional materials.

Van Hoof's ethos maintains that modern production lacks soul, something which Van Hoof is passionate about. The craftsman believes that the coronavirus pandemic has uncovered people's appreciation of the smaller things in life.