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.
FAQ
In dynamic work environments, you need a luminaire that’s both discreet and powerful. Straw combines refined optics with low-glare output. Ideal for focus and flexibility across shared and private zones. Its modular design offers even more freedom: different building blocks form a customisable platform, allowing you to configure lighting that fits your space and workflow perfectly.
Look for designs that aren’t just decorative. Straw, our latest tubular system, includes dedicated optics for both task lighting and ambient moods. Thanks to its built-in rotation, the light module can be positioned as an uplighter, creating soft and indirect light that creates general visual comfort, especially in work settings. You can also add dedicated uplighters to your configuration, making Straw as technical as it is sculptural.
Look for systems that let you tune both function and feeling. With Straw, adding an uplighter creates a more uniform light distribution, improving visual comfort across the room. Its dimmable light modules give you control over intensity, so you can adapt the output to suit meetings, quiet focus, or a softer, ambient mood. It’s lighting that flexes with the moment.
Our design philosophy prioritises long-term value. Straw was engineered for disassembly, built with recyclable materials and made to last. Its modular setup means that if one part needs replacing, you don’t lose the whole, but only the impacted building block is repaired or swapped. This not only extends the product’s life, but also supports circular goals in projects targeting LEED, BREEAM or similar certifications.
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