Design has always been a cornerstone of V-ZUG’s identity. In recent years, however, it has been elevated by a singular vision: “We design with the aim of creating the most beautiful and functional products on the market,” says Martin von Freeden. As the Head of Corporate Design, he leads a team of industrial designers and UX specialists responsible not only for crafting the entire product range but also for supporting marketing and interior design efforts, ensuring that the brand’s design DNA permeates every aspect of its identity.
Integration is key in many ways. V-ZUG’s design philosophy focuses on seamlessly integrating products into diverse environments, from contemporary homes to more traditional settings, using a minimalist approach defined by essential lines, pure forms, neutral colours and high-quality materials. One of the best design mottos Martin von Freeden has encountered in his career comes from Dieter Rams, a pioneer of design: “Less, but better.” This principle aligns deeply with V-ZUG’s philosophy, where design is described as humble, pure and silent – concepts that embody the art of reduction.
