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 the challenge of Jelle Busschaert. As a development engineer, he had to turn a 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
