Hello Pieter, can you introduce us to Superellipse?

“It started 25 years ago when I began freelancing while studying product development at the University of Antwerp. That grew into Studio Dott. Just last year, we merged with Achilles Design to form Superellipse. I often say: an architect designs buildings, we design everything else. That includes physical products, services, systems, and digital experiences that help companies connect with customers and grow their businesses.”

Why did you decide to merge with Achilles Design?

“We realized we were too small to achieve our ambitions fully. Studio Dott was strong on conceptual and strategic work, while Achilles brought a highly skilled engineering team. Together, we can offer a more integrated and multidisciplinary approach. The merger also helped us scale, which is essential if you want to remain independent and financially sustainable.”

Colruyt, one of Belgium’s largest supermarket chains, is both a major client and a shareholder. How does that relationship work?

“They’re our biggest client, and their involvement as a shareholder is meant to ensure continuity, not control. It’s a unique relationship, not a classic client-supplier model. We work closely with various departments, designing everything from register systems and vertical farm lighting to modular cold rooms. We also provide strategic advice on logistics, mobility, and sustainability. It’s more of a co-creation model. It works in two directions: if we need advice on legal or fiscal issues, we just call their internal experts.”

Why such a broad offering? Wouldn’t it be easier to specialize like many design studios do?

“Projects rarely require just one design skill. Most physical products include a digital component, branding often forms the foundation of a strategy, and new services usually need a physical touchpoint. That’s why we believe in a fully integrated approach: everything under one roof, guided by a single vision. This ensures both consistency and efficiency. Many studios outsource parts of a project. That can work, but it often creates friction. Our model prevents that. Coordinating several studios is also a challenge for clients: they may perform well individually, but that doesn’t guarantee a coherent result.”

You’re now one of the largest design agencies in Belgium. How do you manage that internally?

“We’re not a top-down company. Instead, we work with self-managing teams we call ‘circles’. Each circle operates independently and designates one person to attend a broader leadership meeting, which replaces the traditional role of a CEO. You could say Superellipse is a collection of specialized mini-agencies working in sync.”

Why should companies outsource design?

“For start-ups, outsourcing everything, including design, makes sense. But once a company grows beyond 20 employees, it should also build core expertise in-house. That’s why we believe in a hybrid model: an internal core team, complemented by external specialists. An agency brings constant renewal. Because we work with different clients, cross-pollination happens naturally, something we find incredibly valuable. We never reuse the same process or methodology. Even if a project looks similar to something we’ve done before, we deliberately take a different approach. That keeps us sharp, and far from being a factory.”

How do clients find you?

“Mostly through word-of-mouth. In 70% of the cases, the end result is something different from what the client initially asked for. In every first meeting, we challenge the client to check if we are solving the right problem. We question the question, take a step back, and only then start building. That approach builds trust and delivers better results. Clients value that clarity.”

Do you also work outside Belgium?

“Yes, about 10 to 20 percent of our work is international. One of the reasons we merged was to grow our global presence. For example, we’re ISO certified for medical device design, which gives us access to specialized international markets.”

How do you approach sustainability?

“To address the sustainability issue, we must look beyond today and consider what today’s solutions will mean for the future. Sustainability is about more than circularity. A recyclable product that breaks after a short period isn’t sustainable. Longevity, adaptability, and common sense are key. I’m a techno-optimist; I believe technology will be part of the solution, especially as green energy becomes the norm. Sometimes, the most ecologically sound choice is not to make a product at all. But if a company does decide to create something, we should take the time to design it in a way that truly optimizes its impact.”

To address the sustainability issue, we must look beyond today and consider what today’s solutions will mean for the future.

Why are you headquartered in Antwerp?

“Antwerp offers us a unique ecosystem. The University of Antwerp produces top-tier talent, which benefits us greatly. Unlike agencies in other Belgian cities, we don’t struggle to find skilled people. There’s also a vibrant design community here. ANTWERP. POWERED BY CREATIVES. is doing great work to build connections between agencies and stakeholders.”

Is there something the city can do to better support design?

“Integrate design more into public procurement. The city buys a lot, why not commission furniture or signage that reflects Antwerp’s character instead of defaulting to standard solutions? We recently designed the wayfinding for the Middelheim Museum’s new scenography, and they made a bold choice to go with a custom solution. That kind of decision builds a culture of design.”

Finally, what’s next for Superellipse?

“I hope people from within the team will step up to help shape the future of the company. We aim to remain independent while expanding internationally. This merger was a step in that direction, and there’s more to come.”