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’re talking with Laura van de Wijdeven, who runs her studio, Atelier LVDW, in Rotterdam. Laura finds peace in nature and has a passion for sustainability. This combination is reflected in her Design: she uses existing, natural materials and develops new Application for them. Laura likes to use scrap materials as her main component. A great example of this is her Jute Lights, New , featured in the collection at Vij5.

Text: Daniëlle van de Haterd & Atelier LVDW
On-location photography: 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 adapting the first prototype. The original recipe was modified many times to ensure it aligned well with the new production process. What really helped me was brainstorming with Vij5; this led to new ideas and, ultimately, a great solution. The manufacturing process now produces virtually no waste.”

“The fact that natural materials contribute to a pleasant living and working environment is central to my vision and has been incorporated into all my Design.”

Laura van de Wijdeven

Arjan & Anieke: “Why do you think the Jute Light is a good fit for the Vij5 collection?”

Laura: “In my opinion, the Jute Light complements the rest of the collection beautifully— by , its subtle character and soft colours. It also has a lovely story behind it; the fact that it surprises people is, in my view, typical of all the 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; there, you learn about future-oriented concept development. During this program, I had a lot of freedom to experiment, which sparked my fascination with material development. I consider my internship at Studio Nienke Hoogvliet to be the most valuable part of my studies. What made it so valuable was that she herself was a budding designer at the time—I found that very instructive. 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.

"I began to develop a sense of the direction I wanted my studio to take during my senior year, when I was conducting research on biomaterials within the biophilic design Application . Specifically, I focused on bioplastics, studying how they can be viewed as natural materials."

“I’ve always enjoyed making things with my hands—even as a child—and that’s never changed.”

Laura van de Wijdeven

Laura: “I’ve always had a drive to create, just as I’ve always loved nature. I grew up on a farm, and we made a lot of things ourselves instead of buying them at New . There was also a lot of drawing and painting at home, thanks to my mother. I’ve always enjoyed making things with my hands—even as a child—and that’s never changed. My love of nature probably stems from where I grew up as well. I’m fascinated by the calming effect it has on people, and I try to re Translate e that into my Design.”

Arjan & Anieke: “What makes your work or your approach to work special?”

Laura: “My products actually always come about as a result of experimenting with a natural material or a waste stream. So sustainability is the foundation of everything. I translate the way a material behaves into a logical Application —that’s how my products are created. Throughout the process, I get to know the material and all its properties really well; I see this as a major added value, and it always provides inspiration for future products.”

"Throughout 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’m currently working on a number of projects, including color research on jute fibers. The challenge lies in achieving beautiful, intense colours in an environmentally friendly way. This research will also be used for a New product.”

In addition, I am working on the “Eggshell Ceramic” project, a material with visual characteristics similar to those of ceramic, but made from eggshells.

"It is biodegradable and can be used as a soil conditioner. The goal is to develop disposable products from this material."

Arjan & Anieke: “What does your dream future look like?”

Laura: “I’m very happy with what I do and would like to continue growing my studio. In the future, I hope to have a spacious studio with a well-equipped workshop and to build a team around me. Collaboration helps me grow; I like to explore multiple perspectives on an idea. I’m also planning to buy a kiln that will allow me to recycle plaster scraps into usable powder, which aligns nicely with circular design. Finally, I have one more big dream: to grow and develop my own natural materials for unique interior design products.’

Products from
Atelier LVDW
in the
Vij5 collection