For more than thirty years years, he’s been a well-known name in the world of industrial design. And even if the name Robert Bronwasser And even if the name Robert Bronwasser doesn’t immediately ring a bell, you’ve almost certainly come across his work: from Simon Levelt coffee cups and Heineken taps to QWIC e-bikes and Occony desks – he’s done it all. So, how did he find his way to NO-EM? And what vision brought our Infinity chair to life? He tells us all about it in this interview.
It was clear early on that Robert would end up in a creative profession. “I grew up in an incredibly creative family and creativity was always encouraged,” he explains. “The moment I discovered industrial design, I was instantly hooked. The idea that people use the products you design every day — I think that’s amazing.”
Robert’s foundation is simple: create products with a friendly, accessible look and a sense of effortless simplicity. “My designs are very approachable — you understand them right away,” he says. “There’s no noise, no unnecessary complexity, no extras that don’t belong. It’s clean, but never cold.” How he achieves that? By daring to make difficult choices. “Less is more. I can only design something that looks simple if the concept itself is simple and clear.”
Our Infinity chair had to be just as straightforward on paper. “I always work in three phases: look, think & create. First, I study the brand and the market. What already exists, and where are the opportunities? Where will the product live, and who will use it? Then I sit down with NO-EM to shape the concept. What does the chair need to do? What’s the story behind it?
In this case, sustainability was high on the list. But if the chair is meant to last thirty years, it also needs a timeless design. And of course — it still has to sit comfortably. Only when I understand all of that do I start sketching.”
That process led to something special. “The backrest of this chair is the real gamechanger. While most office chairs have a high back, this one is low and extends further downward to ‘hide’ the mechanism. Those were bold, defining choices that give Infinity its own unique look and feel.
And then there’s the modularity — a key part of the chair. It adapts to your needs: task chair, meeting chair — anything goes. Who knows, maybe even more components will be added in the future, offering even more ways to customise the concept.”
So, what makes this collaboration different? “With NO-EM, circularity goes beyond the product itself. That also means I collaborate with them in a different way.
Designing this chair was a risk, for example, because I only receive royalties once the chair is actually sold. But with the concept and all the enthusiasm I’ve seen so far, I’m not worried. It also sets an important example for the rest of the industry: this is where we all need to go — revenue based on use, not just on sales.”
Also such a beautiful Infinity in your home? Configure it yourself or test the chair one week for free, right in your own office.
Want to see the models? Check our pricingpage.
Questions?
Call us directly
Or send an email
