I take furniture and lighting designs from sketch to market.
Product development, sourcing and production start-up for design labels. A selection of the labels I have worked for: Moooi, Fest Amsterdam, Eichholtz, Petite Friture and Present Stories.
Tell me about your project- 20+furniture pieces introduced at Fest Amsterdam
- 100+home decor items introduced at Fest Amsterdam
- 10+new suppliers set up for Eichholtz in Europe and Turkey
Selected work
A selection of the design labels I have worked for, and what I developed for them. Select a project to read the story behind it.
Led development of major lighting and furniture projects for a high-end design label.
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The challenge
Develop a folded paper bird with a light inside, which can be fitted on the perch both ways and is able to swing.
- Designer
- Umut Yamac
- Design label
- Moooi B.V.
- Services
- Product development, production start-up
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The challenge
Develop a sofa from a Sharpie drawing.
- Designer
- Maarten Baas
- Design label
- Moooi B.V.
- Services
- Product development, production start-up
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The challenge
How do you manufacture a light made of ordinary chicken mesh for serial production?
I needed to find the right partner to do so, and to make sure the right tooling was made to stretch the mesh into the right shape.
- Designer
- Rick Tegelaar
- Design label
- Moooi B.V.
- Services
- Product development, production start-up
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The challenge
The first lights were originally made from BMW headlights.
When it was added to the Moooi collection, I needed to make a 1.5 m light fixture holding 161 lights, and pass all certifications (ENEC / UL).
- Designer
- Bernhard Dessecker
- Design label
- Moooi B.V.
- Services
- Product development, production start-up
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The challenge
One of the strangest products I have developed. Strange as it was, it was a very interesting product to develop.
- Designer
- Marcel Wanders
- Design label
- Moooi B.V.
- Services
- Product development, production start-up
Sourcing, development and bringing to market of several products.
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- Design label
- Petite Friture
- Services
- Sourcing, product development, market introduction
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- Design label
- Petite Friture
- Services
- Sourcing, product development, market introduction
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- Design label
- Petite Friture
- Services
- Sourcing, product development, market introduction
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- Design label
- Petite Friture
- Services
- Sourcing, product development, market introduction
Head of Product Development from 2019 to the end of 2021. Built the department and doubled the collection.
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The challenge
The chair was a challenge to develop, as there are many ‘rolls’ in the back. To make it work for the designer, I built a frame myself and worked with a very skilled upholsterer to upholster it.
I also needed to find a new manufacturer able to upholster it for a reasonable price. The ottoman was added later to make a beautiful, complete picture of the Phoebe.
- Designer
- Sebastian Herkner
- Design label
- Fest Amsterdam B.V.
- Services
- Product development, production start-up
Image courtesy of Sebastian Herkner Studio & Fest Amsterdam B.V.
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The challenge
Fest was looking for an extra dining chair in their portfolio: very elegant, extremely comfortable and affordable. After the design of Yonoh was chosen, I started developing the chair.
After the first prototype it was evident that the dimensions had to change to make the chair ergonomic and comfortable. The second prototype was a lot better, so the first production sample could be made. During sampling it was decided to make the chair a family, so a counter stool and a bar stool were added.
The result
Take a seat and enjoy! The family of chairs was introduced in 2019. The end result is a very clean-looking, comfortable chair.
- Designer
- Yonoh Studio
- Design label
- Fest Amsterdam B.V.
- Services
- Product development, production start-up
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The challenge
Fest was looking for a new statement piece next to their existing, somewhat blocky sofas. This sofa needed to be more sophisticated and elegant.
During sampling we decided to add the curved sofa to give it even more body.
- Designer
- Martin Hirth
- Design label
- Fest Amsterdam B.V.
- Services
- Product development, production start-up
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The challenge
Make a wooden dining chair you can sit on for a five-course dinner and still feel comfortable.
The ergonomics needed to be perfect, and it took several iterations to get them right.
- Designer
- Sylvain Willenz
- Design label
- Fest Amsterdam B.V.
- Services
- Product development, production start-up
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The challenge
Fest needed a mirror collection to expand their accessories portfolio. The difficulty was mainly getting the price right.
Packaging was a big deal too, as the mirrors needed to be shipped parcel-proof.
- Designer
- Ontwerpduo
- Design label
- Fest Amsterdam B.V.
- Services
- Product development, production start-up
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Resourcing of their Play Furniture.
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- Design label
- Present Stories
- Services
- Resourcing
Started up their production in Europe and Turkey, with 10+ new suppliers.
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The challenge
Eichholtz asked me to start up production in Europe, as most of their portfolio comes from the Far East.
I set up different sofa developments in Europe and Turkey, working with 10+ new suppliers. After almost a year, I am proud to say that almost 10% of their sofas are made in the EU and Turkey after I left.
- Designer
- Theo Eichholtz
- Design label
- Eichholtz B.V.
- Services
- Product development, production start-up
Have a design that needs to be made? Tell me about your project
Images courtesy of Fest Amsterdam B.V., Moooi B.V., Eichholtz B.V., Petite Friture and Present Stories.
Services
From first sketch to the shelf: every step that turns a design into a product.
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Develop
Design support, CAD and prototypes, so what you make is feasible, functional and ergonomic.
Product design support
A critical look at technical feasibility and commercial potential.
3D modelling and technical drawings
Working CAD files and drawings to get your product manufactured.
Prototyping
Prototypes bring problems to the surface before you invest in tooling.
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Source and price
The right manufacturers worldwide, and a cost price you can plan with.
Sourcing
Finding and partnering with the best-fit manufacturers and sub-suppliers, with a proven track record in Europe.
Cost price estimations
Detailed cost breakdowns and strategies to get the pricing right.
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Produce and launch
Production start-up and a market introduction without missed deadlines.
Tooling and process development
From precision tooling and tight tolerances to a production process that runs.
Production start-up
A meticulous sampling process with the manufacturer until everyone is satisfied.
Market introduction
Coordinating buying, logistics and marketing for a seamless launch.
Art direction
A visual and conceptual direction for your brand and collection.
Brand and collection
Analysing brand identity, history and portfolio to find the direction that captures your essence.
About
“Coming up with ideas is easy; turning them into a physical reality is another thing entirely.”
Hey there! I’m Michiel Geluk, a passionate creator who thrives on turning ideas into tangible masterpieces. Whether it’s building with my own hands or orchestrating a team of skilled professionals, I love the challenge of bringing concepts to life and launching them on the market.
Driven by results and armed with a hands-on mentality, I believe in achieving positive outcomes swiftly. As a perfectionist with a keen eye for detail, I take projects from inception to success while keeping a tight grip on budgets and costs.
My journey began in Industrial Design Engineering at Delft University of Technology, where I honed my skills in solving complex technical challenges without compromising on aesthetics.
With a background in the healthcare and high-tech industries, I moved into the world of design furniture and lighting. At Moooi, a prestigious high-end brand, I led major projects like the Perch Lighting Family, the SLT sofa and the Meshmatics Chandelier.
From 2019 to the end of 2021 I was Head of Product Development at Fest Amsterdam, where I not only established the product development department but also doubled the collection in just two years. I introduced over 20 pieces of furniture and 100+ home decor items, and tripled the supplier portfolio.
Then I took the plunge and broke free to forge my own path. Since then I have worked for labels like Petite Friture and Present Stories. As an independent, I’m ready to collaborate, innovate and build the extraordinary. Let’s turn your vision into reality, together.
Companies
Next to projects for design labels, I build companies of my own. Running my own production sharpens how I develop for others: I design for how things are actually made.
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Aifunghi
Co-founder and CPO
Furniture and lighting made from mycelium composite.
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Growmolding
Co-founder and CPO
A semi-industrial production site in Andijk, the Netherlands.
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Collective Design Consultancy
Partner
With two other specialists I also cover product strategy, portfolio and design management, and sustainable design.
Let’s work together
You are looking for something new. Perhaps the next design icon, or maybe just a simple vase. Everything is possible. Tell me about your project and we will see how to start.
Based in the Leiden region, the Netherlands. New projects run through Collective Design Consultancy.