Designer interview with
Atelier LVDW

In this interview series, we will enter into a dialogue with the designers we work with. How do they perceive the design profession? Where do their motivations and fascinations come from? How did the products that are included in the Vij5 collection originate and what influence has their education had on what their design studio looks like now?

This time we speak with Laura van de Wijdeven, who is based in Rotterdam with her Atelier LVDW. Laura experiences peace in nature and has a love for sustainability. This combination can be seen in her designs: she uses existing, natural materials and develops a new Application for them. Laura likes to use residual material as the main component. A good example of this is her Jute Lights, New in the Vij5 collection.

Text: Daniëlle van de Haterd & Atelier LVDW
Photography on location: Vij5
Portrait photo: Atelier LVDW
Product photography: Vij5 + Atelier LVDW

Arjan & Anieke: 'Could you tell us something about the Jute Light. How did you come up with this design?

Laura: 'A visit to Forbo Nederland (a Dutch flooring manufacturer) gave me the opportunity to experiment with the only residual material from the production of linoleum: jute fibres. I discovered that they are particularly suitable for reinforcing plaster and that they also produce a beautiful pattern. This resulted in the Jute Tile, the Jute Light is a sequel to this. For the design of the Jute Light I worked with the material in new ways, this resulted in a minimalistic form with a smooth exterior and a rough interior.

Laura: ‘A major challenge was translating the first prototype. The original recipe has been adjusted very often to properly align it with the new production process. What really helped me was brainstorming with Vij5, which led to new ideas and ultimately a great solution. Virtually no waste is produced in the Create process now.’

‘The idea that natural materials contribute to a pleasant living and working environment is central to my vision and is reflected in all my Designs.’

Laura van de Wijdeven

Arjan & Anieke: ‘Why do you think the Jute Light fits well in the Vij5 collection?’

Laura: ‘In my opinion, the Jute Light fits in nicely with the rest of the collection due to its subtle character and soft colors. In addition, there is a nice story attached to it, the fact that this surprises people is, in my opinion, typical of all products in the collection.’

Arjan & Anieke: 'What education did you follow and what is the most important lesson you learned there?'

Laura: ‘I studied Lifestyle Design at the Willem de Kooning Academy in Rotterdam; you learn about future-oriented concept development here. I experienced a lot of freedom to experiment within this program, which sparked my fascination for material development. I see an internship at Studio Nienke Hoogvliet as the most valuable period of my studies. What contributed to this is that she was a starting designer herself at that time, which I found very educational. The most important lesson I learned is the importance of perseverance.

'What I would like to pass on to the next generation of designers is: follow your intuition.'

Laura van de Wijdeven

Arjan & Anieke: 'At some point, you started your own design studio. Could you tell us something about that?'

Laura: 'In 2017, a year after I graduated, I started Atelier LVDW. In the early years, I gave myself the space to experiment with materials and learn from them. This has caused that I now have a lot of materials and ideas lying around that I can translate into products.

A sense for the direction I wanted to give my studio arose in my graduation year, when I researched biomaterials in the Application of biophilic DESIGN. Specifically, I was involved in bioplastics, I studied how these can be seen as a natural material.’

‘I've always enjoyed making things with my hands, even as a child, and that has never changed.’

Laura van de Wijdeven

Laura: ‘I have always had a drive to CREATE, as well as a love for nature. I grew up on a farm and many things were made by us instead of being purchased New. There was also a lot of drawing and painting in the house, thanks to my mother. I have always enjoyed CREATEing something with my hands, even as a child, this has never changed. How I love nature can probably also be traced back to the place where I grew up. The calming effect on people fascinates me, I try to TRANSLATE that into my designs.’

Arjan & Anieke: ‘What makes your work or way of working special?’

Laura: ‘My products are actually always created as a result of experiments with a natural material or a residual flow. Sustainability is therefore the basis of everything. I TRANSLATE the way material behaves into a logical Application, that's how my products are created. During the process, I really get to know the material and all its properties, I see this as a great added value and it always offers inspiration for subsequent products.

‘During the process, I really get to know the material and all its properties.’

Laura van de Wijdeven

Arjan & Anieke: ‘What are you working on right now?’

Laura: ‘I am currently working on a number of projects, including a color study for the jute fibers. The challenge lies in obtaining beautiful, intense colors in an environmentally friendly way. This research will also be used for a new product.

I am also working on the project ‘Eggshell Ceramic’, a material with similar external properties to ceramics, but made from eggshells.

It is biodegradable and can serve as a soil improver. The goal is to develop disposable products from this material.’

Arjan & Anieke: ‘What does your dream future look like?’

Laura: ‘I am very happy with what I do and would like to continue to grow with my studio. In the future, I hope to have a spacious studio with an extensive workshop and be able to form a team around me. Collaboration takes me further; I think it's good to let multiple perspectives loose on an idea. I am also going to buy an oven that will enable me to convert gypsum residues back into usable powder, which fits in nicely with circular Design. Finally, I have one big dream: to grow and develop my own natural materials for special interior products.’

Products by
Atelier LVDW
in the
Vij5 collection