Is fascinated by the super normal: products or forms that have become so common that they belong to everyone. A square, a t-shirt, a dish of spaghetti aglio, olio e pepperoncino. He believes in improving or refining these icons instead of focusing on the new. By designing as little as possible he gets to the core of each object. These are subsequently made with the best materials Koen can find by the best craftsmen in their field. Together these products form a foundation ordinary products on another level: The New Standard.