Robert Bronwasser is the new name of design studio SMOOL. With this change of name, the designer wants to put a stronger focus on his personal vision and signature. He opened his new studio in Amsterdam last month and launched his new website today: www.robertbronwasser.com.

By using his own name, Bronwasser puts more emphasis on his personal vision on what design can do. A clear vision based on over 20 years’ experience as industrial designer. ‘Design is not a goal itself, but a means to create added value and improve products – in order to develop products that people will use with pleasure every day. That’s why design needs to be Smart, Modest, Iconic, Logical and Enjoyable. SMILE if you get it.’

Bronwasser applied his vision on the interior of his new studio in Amsterdam-North. The inspiring premises, on the banks of lake IJ, have been fully furnished with his own designs, and were executed in the fresh colouring that characterizes his work. ‘The best way to show that my designs are daily usable, is by using them myself. It’s in practice that they show themselves to the best advantage.’ Bronwassers vision, inspiration and clear signature are also key elements on his new website. The new identity has been developed in close collaboration with graphic design agency Smel.

Ever since graduating in Industrial Design in 1992, Bronwasser has a clear goal: design products that you use with pleasure every day. His passion and creativity merge into functional design with a oneoff look. The designer collaborates with innovative brands and major labels, and develops noncommissioned concepts. Rewarded with numerous design prizes, both his commercial and noncommissioned work is on show regularly at international fairs and design exhibitions.