Sometimes, innovation takes time. Straw’s journey was anything but linear — filled with twists, questions and deliberate pauses. But in staying true to our promise, no compromise on light quality or aesthetics, we shaped a new chapter in linear lighting. One that feels instantly right.
Jeffrey thinks in shapes — clean lines, pure forms and the balance between simplicity and complexity. With an engineer’s logic and a designer’s eye, he refines until only the essential remains. For him, good design isn’t about adding, but knowing what to leave out.
Straw reflects this philosophy. A 60 mm tube that hides its intelligence, yet offers the freedom to rotate, connect and adapt to any space.
Bringing Straw to life was Jelle’s challenge. As a development engineer, he had to turn this bold design into a technically and commercially viable product. One where every component performs flawlessly yet stays hidden.
When I first saw Jeffrey’s sketch, I was really excited. Then I saw the feature list and it felt impossible. Over 50 requirements, all within a 60 mm diameter. It was a pure design but also incredibly demanding. Jelle Busschaert Development Engineer
For Straw, light quality came first. Before any mechanical work began, Jelle focused on creating the perfect beam. One that was high-performing, office-compliant and visually refined.
Instead of relying on off-the-shelf parts, the team built their own optical system. Each component was engineered to meet both spatial and visual demands. The result: powerful, glare-free light with a distinctive visual signature.
With the light resolved, the focus shifted to the mechanics. The system had to be modular, precise and invisible. Capable of rotation, seamless extension and completely hidden suspension.
Straw is a customisable modular system, built around an intuitive click-in mechanism. The light units click together effortlessly, with rotations spaced just right.
Straw was developed over 3.5 years with testing in every step. Not just to meet standards, but to prepare for real-world use.
Testing also plays a role in our sustainability promise: extending product lifespan, reducing failure rates and supporting long-term reliability.
Get expert guidance to transform your lighting vision into reality. Book a consultation tailored to your project's needs.
