Stefan Diez, one of Germany’s most prominent designers, has been exploring the circular economy for years. In our new ‘Designing Tomorrow’ series, he talks about why sustainable design is more than just a choice of materials and processes – and how new business models beyond the linear sales principle could shape the future of the industry.
Interview by Jasmin Jouhar
Designing Tomorrow – a series of interviews with the minds shaping our future. Leading designers and experts in research, development and innovation give an insight into their work and thinking. They share their views, doubts, ideas and visions. Tackling topics such as innovation, responsibility, circular economy and artificial intelligence – and how these developments are redefining their profession.
How important is it to you that your studio’s projects are innovative?
As designers, we can make two main adjustments: the choice of material and the process by which it is made. Both have a significant impact on how much CO₂ is generated during production and how well a product can be repaired, recycled or aged. When we talk about innovation, we don’t always mean completely reinventing materials or processes. Rather, we can focus on simpler materials that can actually be recycled without loss of quality, such as glass, cardboard, steel or aluminium.
Is there a specific example from your work?
Yes, the Boa table we developed for Hay. It’s actually a very simple conference table based on the principle of a trestle table: a single, elongated four-legged trestle supports the entire table top and can be shipped in a space-saving way thanks to its special design, which I know from bamboo furniture from Japan. ‘Boa’ is made from 95 per cent recycled post-consumer aluminium. The rest is recycled plastic, although it is not fully recyclable. But the aluminium can be recycled again and again without loss – there are established recycling processes for it.
‘When we talk about innovation, we don’t always mean completely reinventing materials or processes.’
– Stefan Diez, Designer
And the tabletop?
You don’t have to buy it from Hay and have it shipped halfway across Europe. It can also be sourced locally, as a used board, for example, or from the carpenter next door. All the processes we have combined here existed before – but in their totality they are new. Sometimes the innovation is not in the product itself, but in its environment – for example, in the way it is used.
What do you mean by that?
We can think about ownership, for example. In my studio and with students in Vienna, we are currently working on products that are specifically designed for rental. This is an old concept, but it can have many advantages: A key difference to buying, pawning or leasing is that the product always returns to the manufacturer. The manufacturer therefore has an interest in keeping the product usable for as long as possible and investing in service networks or measures to extend the life of the product.
‘We need to develop not only products that can be recycled, but also business models and contracts that can.’
– Stefan Diez, Designer
Do such concepts also change the role of the designers?
At the moment, we are cutting ourselves in two with the circular economy: if you sell fewer new products, you earn less. The same is true for retailers and manufacturers, because our contracts still come from a linear economic world. With a rental model, on the other hand, designers would be paid for as long as the product is rented out. The longer it is in circulation, the more everyone benefits. When designing, I would make sure that the product is easy to maintain and rebuild, so that it retains its value. So we need to develop not only products that can be recycled, but also business models and contracts that can.
You are also redefining your role with the Frankfurt start-up OMCC (Office for Micro Climate Cultivation).
My role at OMCC is that of Art Director. We are currently in the process of establishing this position contractually and rewarding it with an appropriate share of the company. In this way, we are moving away from the traditional licensing model, which rewards high sales rather than long-term use. I find it extremely exciting to think about new business models from a designer’s perspective.
‘I find it extremely exciting to think about new business models from a designer’s perspective.’
– Stefan Diez, Designer
What is the best way to challenge yourself as a designer?
I like clear specifications. For example, the ‘Houdini’ chair we designed for e15 15 years ago was the very first chair from a brand that had previously only made tables. Or the project with Midgard: 70 years passed between the company’s last design and our Ayno lamp. It is at moments like this that you realise what really counts in a project. The big changes of our time, especially the shift to a circular economy, are a real challenge. Instead of being afraid of them, we should approach them with curiosity and optimism, because they represent a huge opportunity to do many things better. At the same time, we should not forget to talk more about design and aesthetics.
Last question: You are currently creating a new place to live and work in Northern Italy, near Vicenza. Why is that?
Since 2008, we have built up a beautiful location in a backyard in Munich, which is shared and managed by around 20 people. However, our lease expires in 2027 and the costs could rise enormously. Although I’ve looked for alternatives in Munich for a long time, I haven’t found anything comparable. The idea of a ‘Meister Eder workshop’ in the middle of the city is no longer realistic. I don’t want to have to fight every day for the survival of this place, I want to invest today in the freedom of tomorrow. In addition, Veneto has an excellent infrastructure with many small companies, with whom we have been working for a long time anyway. In Bavaria, on the other hand, waiting times for simple production steps are often so long that we can no longer afford to experiment. But it is precisely these experiments that are essential if we are to work in the way I believe is right. But perhaps the contract extension will work out and we will simply have two sites that complement each other.
Stefan Diez is an industrial designer based in Munich. Since founding his studio DIEZ OFFICE in 2002, he has been developing innovative furniture, lighting and architectural concepts. His design approach is based on sustainability and his own 10 Circular Design Guidelines. Diez works with renowned manufacturers such as HAY, Vibia, Magis and Herman Miller and has received numerous awards for his designs. In addition to his design practice, he has been teaching since 2008 and has been head of the industrial design course at the University of Applied Arts Vienna since 2018. He is a member of the jury of the ICONIC AWARDS 2025
About the Author
Jasmin Jouhar is a freelance journalist based in Berlin, Germany. Her areas of expertise include design and brands, architecture and interior design. She writes for various German-language trade and general media, including the Frankfurter Allgemeine Zeitung, the online platform Baunetz and the magazines Schöner Wohnen and AD. She also presents industry events and is responsible for corporate publishing projects. Jasmin Jouhar is committed to promoting young design through coaching, workshops and lectures.
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