Sjoerd Vroonland
Sjoerd Vroonland

Sjoerd Vroonland

Association from Schiedam, Netherlands
Vroonland & Vaandrager is led by designer Sjoerd Vroonland and product developer Arjan Vaandrager (V&V), operating their label since 2010, with chairs as a thread. Leading in the design process for V&V is the overall question: is a chair purely functional? Is it a showpiece and a visual story? Or is it an expression of technical know-how and therefore representative of its era? With this topic they deconstruct 19th and 20th century design classics and translate the craftsmanship of the pieces to develop new techniques.

Design pedigree
With his pedigree V&V shows his vision and the genesis of a product to its final design. V&V exposes the products and illustrates that traditional technique is as effective and innovative as it can be. Examining and exploring the means and usage of design classics will create new perceptions and functions. This eventually leads to a pedigree or an evaluation within the V&V collection.

Commission
V&V also works on commission base. Together with the client they discuss the idea and options to get a clear view. It’s their goal to design something for the client where he recognizes himself. After the meeting the idea will be translated into a final design.