For Joey Ruiter, the joy of the design process is seeing around what is expected. Founder and design lead of Jruiter + studio, Ruiter can’t wait to strip a machine down to the bare parts, to ignore the accepted norm and to start over. From office furniture makers and power boaters to urban fashionistas, Ruiter helps businesses re-conceptualize their products to present today’s design-savvy public with a fresh look at what’s next.
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