Interviews with Joey van Beek

At the company that my father and I have, we wanted a new office. So we went for the industrial look and found out that we also needed a new desk. Between the scrap metal there was a 45mm thick steel plate of 3x1.5m what just made sense to be used as the top of our new desk. After finishing the new office I got a lot of positive feedback from people about the desk, so I thought: why not start a business. After done that, I wanted to have at least be able to show people more than just a single desk, so I came up with the idea to change the canteen into a mini showroom so people could also experience the designs I had in my mind and not just hear about them. I noticed when I was making the main table for the canteen I got more and more energy every time I was thinking and working on it. I knew I was hooked to designing at that moment and wanted more. Because I did not knew where to start I was looking on the internet how the “design world “ works and came across A’ Design Award. I thought to myself; if I could get an award that would be the ultimate way to start my new journey, so I applied and now I am more happy than ever that I did.

The priority for me when making a design, beside trying to push the boundaries and the way it make people think, is the experience the client has during and after the process of making a table for them. The way I work; is that, if possible, the client first comes by at the company to get an idea of what is possible and how I work. We then get to know each other so that I can get an idea of what is unique about this client. During that conversation I have two check-lists. One, for functional information like dimensions, location, etc. And then another check-list for abstract information. For example; what is your favorite shape: round, square or a star? Or: what is your favorite element; water, fire, earth or wind? I then use all this information as inspiration to come up with a design that resembles a part of the clients personality. I then draw that design on paper in front of the client and after approval I will start production. There I use 3D software, plasma-cutting, CNC-milling but also forging, casting and sheet metal work to get the required design.

When I have a new idea I am super exited to the idea and to get started. Then during the production-process I feel very relaxed and I am really enjoying the process of an vision becoming reality. And when the production process is fished, I feel proud and fulfillment.

In the company of my father and I we provide solutions to that industry. Because of that I am always required to visualize solutions in my mind before they are made an reality. Also I am required to be able to think outside the box. I think because I am doing this for many years, I can apply this also in making my new designs. I also noticed, that if you are able as a designer to explain to some-one else your design in such a way that are able to also visualize the design, it really makes the process a lot easier for both parties.

I hope first that people will know who I am and what I am capable of. And from there I hope all kinds off new opportunities will arise. I hope one day that my designs will be wanted all over the world because that will bring along a lot of beautiful journeys. One thing I do know for sure, is that I will stay true to myself as far as what I like to do. But for me the dream at this point in my life, is that if I could do what I love with then also being able to provide an income with that for my family.

That everybody should never forget that success without fulfillment is failure.
Know what you are good at, but also what your weaknesses are. This way you can prevent choosing the wrong path on an early stage. Everybody has an opinion but if you think that a certain decision is the right one, stick with your gut feeling. The only wrong decision, is not making any at all.

Always make sure when designing for a client to always listen to them, but also be honest if you cannot live up to their expectations. Sometimes, for example, certain designs are just not possible and the client should deserve to be told that. As a designer you are the expert in what you are doing, the client is just very excited, but will need some guidance from time to time. And if you are designing something that should tell a story, make sure that audience also understands it and not only you, or only after a complicated explanation.

Currently I am also still running a company with my father. This currently means waking up between 4 and 5 am and then working at the company until 4 pm. Then working out until 5 pm. Diner until 7 pm, designing until 9 pm and going to bed at 10 pm.

My goal within a few years is to get up as early as I can. Preferable between 4 and 5am. I still feel like if I am ahead of everybody else and that makes me relaxed. I then take time to take a nice breakfast, read a book and then go to the office. My mind is then still clear to take in information what I will try to implement that day. This way I can try to improve everyday just little bit. I check my emails first and then go to the workshop. Then at lunchtime, if possible, I would do some exercise first and then enjoy lunch where I can think about new designs and project. Then I check my emails and go back to the workshop. I try to stop at 4pm so I can have diner ready for my family in time so we can enjoy as much as we can together in the evening.

To be honest; I don’t. The reason for this is, that I want to see what my mind does and create with minimum amounts of input regarding trends. If I would come up with a design that matches a certain trend at that moment it would be great, but I don’t make a design in such a way that it would fit a trend on that moment. This way the chance of creating a new trend is bigger than if you were just following the rest. I rather walk alone in what for me feels like the right direction, then following the herd in the wrong direction.

If a design is made in such a way that I want to keep looking at it and if it pushes the boundary’s that is something that is important for me personally. A lot of time those designs are not liked by everybody because they are bold is someway, which I like a lot. I think as an designer that staying true to yourself is very important because this will also create the most authentic designs.

In the beginning a design goes in a lot of directions in my mind. For that reason I always take my time to come up with a specific design. And if the design stays the same in my mind it is ready to be made. And after it is made and I don’t see anything that I want differently it is ready to go to the client.

Steel-U is my biggest design so far. This not just because of the dimensions, but also because of the impact is has on my life. It started with an idea to work with physical emotion and when completed it would be a big mile stone. It almost felt like an achievement that would mark an end of a small journey. The thing is, now Steel-U had become a reality, I see that it is not an ending, but just a key part in the beginning of something much bigger. Everything this design has been giving me so far, is beyond expectations.

I personally really like the work of Banksy. I believe the works makes not just me, but a lot of people think. And being able do that is really amazing in my opinion. Also it is totally different from my field. This makes it even more special because it makes me look at it without technical specific knowledge.

I think for the majority of my life I have been living a lifestyle that fits pretty well within the image of the industry where I live in. That lifestyle means work hard and don’t show off to much. Acting normal is already crazy enough, is what typical is for where I work. But the last few years I am starting to find out that if I am true to who I feel inside, that I am much more happier. This means, being very different to the community where I now live and work in, but expressing this feeling did help me find new likeminded people to talk with. This off course helps, and I now know that I am happier than ever before. I just needed some time to ready the surface. The Netherland in general is very openminded, but it does depend in what industry you’re in. As not feeling limited anymore, I also noticed that my designs got much more creative and bold. And maybe one day, people find my approach off life and design inspirational and that it would also bring positivity to their journeys.

I prefer to work alone as far is it comes down to coming up with a design and producing one. Because I work on a personal level with the client, it keeps pushing me to come up with a unique design that resembles the clients personality. Maybe in the future there will be some sort of collaboration on a project, I don’t know. But for me it is important that a client does not just enjoys the end result but also the process in getting there.

I hope that my designs make people think. For example, that in the future we don’t just look at what is being made, but also on how and why. Maybe one day I will have an exhibition where people can connect and serve as a foundation for creating opportunities, but that is for now just a very far minded idea. I won’t say never, because I also did not think that I would ever be able do an interview off this level.

For me A’ design Award is not just the ultimate point to start a journey from, but it is also a way that I am able to reach such a big audience that I would never have been able to do on my own. I know that when you compete with the best it also gives the possibility to meet, great and learn for the best. And not just from the field I am in, but also from other fields. I now understand why A’ design award is truly special, and being the Designer of the Day makes me feel very honored, proud and humble.

I wanted the concrete legs to look as if there were taken out from a demolition, but at the same time, when the client looks at the design, it reminds the client of the emotion that was used to create it.

People have ask me if I would sell it. But that is an easy answer, no. Not just because the design marks the start of an lifechanging journey, but also because I am now able to show the concept in real life to my clients.

The total duration from start to finish took almost two years. The time from idea to starting production was around two months.

After I had seen the gala video of A’ Design Award, I still had this particular idea in my mind for my office and something inside me just told me to make Steel-U and participate in the competition. It wasn’t a design made specifically for just one client, but a concept to show eventually to the world.

Steel-U is a design and concept that I am only producing myself. The reason for this is not just the personal connection that it generates with the client, but also that if someone would see this style, that they automatically know it is made by Joey van Beek.

I wanted to create a design that would work around the demolition expression to the eye, but also to the mental expression of the client.

Maybe a bit of a short answer, but no. I did check if I could find something similar on the internet, but I did not. Maybe the fact that I could not find any design that did look like it, it did help to continue the realization of the idea.

The target customer is everyone who want something bold and truly unique. This because they finish the design themselves.

The fact that it cannot be replicated makes it truly unique. Even if you would find two tabletops who look similar, they are different. Also the client cannot put the same emotion in the demolition. This because the experience from the first leg will also be used in the next one. It truly is one-off.

Steel-U refers to three things. One is that Steel stands for the main material. Secondly is U that stands for You as a person who makes it. And thirdly, is that Steel-U almost is pronounced as Still You. And that is what it partly is, still a part of you.

For getting an impression of how the design would look like, I just used pencil and paper. Then for production I use AutoCad.

The uniqueness of the concept is not just the design itself as far as the looks, but mainly the fact that it cannot be replicated.

Regarding the idea around the design and concept there was no collaboration. But for making the concrete legs I got the help from my best friend, who is my father, because he had built his own house. During making the first leg he thought and showed me what I needed to know so I could make the second leg myself with him as my mentor by my side checking. This made the process of realizing Steel-U even more amazing.

For me with this design it is perfectly to combine old and new technology, and not excluding one or another. For example, the legs were drawn with 3D simulation software to come up with specific dimensions but for the realization there was usage of a big hand grinder and forging. So using the right technology was key for this specific end result.

The research that I did was if I could find some similar design on the internet. This way I knew if my design could be made and be truly unique. Which material I needed to use was purely based on the experience that I have gained within the company that my father and I have.

Because the tabletop is made from scrap metal, it mend that I not only needed to work with a fixed dimension, but mostly with the fact that the steel plate was all the way around cut with the oxygen-cutting process. Because of this, the top layer is slightly hardened and drilling holes in the sides to mount the legs was not possible. I then decided to make new flat bars with holes and threat in them and weld them to the main steel plate. This way I was now able to assemble Steel-U.

Because the world of art and design is new to me, I was looking on the internet if I could find information on how the world of design worked. I came across A’ Design Award and noticed there gala-video and tough to myself; wouldn’t it be great to one day also be there? Something inside me told me that I should give it a try and submit. I know now even more than ever that I am very glad I did not ignore it.

I learned that if you have a vision, despite what others may say or think, you should just go for it. And I do know also that there is still a lot to learn within the world of art and design.

Actually, no. For me it was a nice interview to do, and I hope that others will enjoy reading it.

I realized that after designing and making my first table I felt so happy that I wanted to keep that feeling. So after that I started to make more and eventually decided that I wanted to do this for a living.

It is my own free choice. My wife and parents have been supporting me my entire life with my ideas so having them around in this journey makes me a very happy person.

My current focus is on abstract industrial tables, but I hope to eventually be able to design also other object that I feel inspired by and make me think. Also it is hopefully what other people consider art, because that is for me the ultimate compliment.

That they should only design things that give them a sense of fulfillment before, during and after. But a trick on how to get where I am, is to start with the end in mind and then work backwards. This way you know when you start what probably is or isn’t the right choice to make when going down the path that you have envisioned.

A good designer makes designs people like on average. A great designer makes designes that pushes the boundary’s on what has been done up till know.

If you want to keep looking at it, and want to keep discovering new details, that is what I consider really good design.

Because if you find a design that suits you and your personality, it will give you positive energy every time when you look at it.

I still have the vision to created a 3D metal hollow face of myself. This is based on a mental story of me, but when it is finished, I hope to inspire everybody who sees it.

My own 3D metal hollow face.

It need to make me happy, move and proud.

Banksy, Joseph Klibandsky and Jeff Koons

I have no favorite design. There are so many different designes out there that give so much different thoughts and emotions that there is always a specific design of a specific moment.

Steel U, because it makes it possible for the client to literally create a physical personal design.
A lot of times in designing I see that the person where the design is for, is only mentally involved. This way the person is not able to also enjoy the physical part of the journey, what I find very important.

Always stay open minded. Listen to others what they have to say, but still remain true to yourself in making the choice what seems right or wrong.

Being an entrepreneur in the bulk-conveying sector. I grew up in that industry so it feels quite naturally to me to be operating that field.

Design is for me the realization of a vision regarding a certain form or function.

My wife and parents have been supporting me from the beginning and having them to be also very openminded, makes the journey even better.

Thinking outside the box. And sometime even going against the grain.

Because I did not grew up in a world of design I did not know where to start, so what I did was just talk about it with everybody who was willing to listen. This way I met new people who could help me and bring me one step further every time. Because there are so many great designers out there, the confidence that I was good enough as a designer was not very big. But despite that, I just kept going one step at a time, what eventually led me to this point.

In the way they want, not what the masses want.

I have an idea for a tree made from forged metal and concrete what will serve as a dining table. After that, to be honest, I don’t know but hopefully more objects that make people think.

That people know my work and what I am capable of so that more amazing project will follow in the future.

That the designs are bold and push the boundary’s for what has been done so far. But also that if a client works with me in a project, that they feel they are truly part of the journey.

Design has the possibility to make people think about the impact of there choices in the short and longterm.

My current focus is just on the A’ Design Award competition. This idea started 2 years ago to join and now I am here competing. I want to enjoy this as much as I can, because for me, this is truly special.

Steel U, because it was only an idea at first, but now it may become the start of a new chapter in my life. This project has been giving me so much positive energy and satisfaction in every aspect. I made me realize what true fulfillment is.

Less computer designing and more physical works, people should work with there hands more.
This way I think the designs will become even better because you don’t just see change but you can literally feel it.

I think that the future of design will be more representing why and how, not just what.

If I make a design without reused materials, this will be on average 3 months. The design takes about 2 to 3 weeks to make and then depending of course on the size, 2 to 2,5 month to build. If I use reused material for example that needs to get the colour from just the rain, in can take even up to 2 years. This was also the case with Steel-U.

I always start with getting to know to client on a personal level. This way I can make the design true resemble the clients personality. Then after that, I will make a design that after approval will go into production. This way I can ensure that every design is truly one-off.

A goal without a plan is a wish.

Design sets the trends.

A lot of time I see that people only use the latest technology as if it is a limitation on what they can use. But for example I use forging from the medieval period in some designes in combination with the latest plasma-cutting technology. This way you can apply the technology what is required to give the right emotion to a design. It is about balance not about exclusion.

I use pencils and paper for the design itself but AutoCad Inventor for production drawings. Then for production I use everything in my work-shop that is required to give the right end-result.

By using the right colours, materials and ambient you can give emotion to an object.
I personale don’t work with paint for coloring because I want the material to shine and not be covered. This does give challenges during designing, but in the end are always worth it.

If would be possible if I could also make a design for them.

I forget about the rest in that moment and only see the design.

To be honest I don’t know, but I prefer to work on my own.

My wife and parents. They are always the only ones I check with what they think of the design because they look at it with a different perspective. This way it keeps me sharp, but in the end I always make the design as how I feels it needs to be.

To be honest; I haven’t read any books regarding design.

By just keep trying to learn new skills.

Simon Sinek, Ross Edgley and Jeff Koons.

I still have the feeling that is a bit unreal. Because when I looked at the footage of A’ Design Awards of a few years ago, I thought; one day I will be there also and it has become reality. It literally is a dream coming true.

Dark purple, somewhere in nature, ramen noodles, spring, watch and Rolls Royce.

Something I forget how big and heavy a design is when finished. This realization became very clear when the desk was made for the office. It was so big and heavy that there were only two options. One, taking out the entire outside wall of the build. Or two, lifting it up with five people in parts to get in the office. To then finishing it on the spot. The thing was, it weight was 500kg..

When I'm designing it makes me so happy that it keeps motivating me to continue. It is such a great feeling to have that every day.

No, everybody thought I would become a chef.

That I hope that we realize that we need to work together with the planet and not against it.

That if someone like me can achieve his goals, you can do it also.

Industrial Office is a company that makes one-off tabels inspired by the clients mindset.
I run the company on my own because I want a personal connection with the client from the beginning to the end. And that it is not just about the end result, but also the experience before, during and after.

Design is for me the realization of a vision regarding a certain form and function.

I like to design things that make me think about what it represent and just give me that “wow” feeling if the idea comes up and when I see it after it is finished.

I have no favorite design.

The first thing I designed for a company was a outdoor-table that lighted up a map of the world in the evening.

I prefer to work with metals to most in as much different ways as possible.

Under the shower

The way that it shows what is was inspired by.

Full of positive energy and that I don’t want to stop.

Fulfillment and pride.

If it gives people a sense of fulfillment.

If the design makes me want to keep looking at it.

That we challenge people to question to present so that they are aware of the fact that their current thoughts can change the outcome in the future.

I see the future of design representing why and how, not just what.

I never had an exhibition, this is all new to me.

When I design for a client, I get inspiration from the conversations that I have with them. If I design for me own, it is mainly inspired by philosophizing and nature.

I consider my style to be bold. And I like this style because it lets me work unfiltered. Also it makes me forget about time and be truly in the moment.

I live in the Netherlands and that makes it possible to think very open. I don’t feel limitation only opportunities.

One on one with a personal approach.

Be open about what you want and don’t want.

First we slow down to take time to get to know each other. Then based on that conversation, if we have a connection, I make a design for the client so that after approval I can start production.

Skeleton watch, tree in the living room, edible plant setup in the kitchen, vase with dried flower of our wedding and self made lamp from a meat grinder with my wife.

Waking up between 4 and 5 am, working with me father at our company until 4 pm. Then working out until 5 pm. Diner until 7 pm, designing until 9 pm, going to bed at 10 pm.

A goal without a plan is a wish. And succes without fulfillment is failure.

Being able to design what you like does not always meen that everybody else likes it.

That the process from beginning to end makes me happy.

Being able to think outside the box.

Coffee-machine during the conversations with the client, then pencils and paper for making the design. After that I use AutoCad for production drawings and then everything that is required to make the design reality within my machineshop. That can be from forging to cnc-milling and from sheet metal working to oxygen-cutting.

By giving the right priority to each task, the planning forms automatically around it.

On average 3 months.

How did I come up with the idea for a design.

Working together with my father in our other company.

I can’t say because privacy is very important.

Designing everything that make people stop, think and inspire.

I have a design in mind what resembles my past and future.

I develop everything myself.

By giving me a call or sending an email.

I personally experience a growing lack of personality in the things around me. This can be from how people perform but also that the content is no longer relevant, as long as it shiny and gives people the impression that it is impressive at first glance it is okay. I don’t like that at all. I want meaning full connections with people and my designs.

The materials I selected will not lose structural strength during their process of gaining natural colors. Also the dimensions a so large that they can withstand the test of time.

Because of the big weight you must make a steel foundation within the concrete otherwise it will break out eventually. I therefore have hidden in the concrete a steel skeleton that provides the strength, and the concrete is there to create the emotional experience. To created the skeleton I combines old forging with 3D-engineering and plasma cutting.

Steel and concrete have a high density what creates high weight design by default. When this is not possible you need to turn towards other materials like aluminum or hollow designs.

Doing something with someone you care about makes the development of a design more fun to do. Also, you respect each other and therefore can go deeper into questions and explanations.

When you take time to make a design you will get a better end result because all pros and cons can be checked, and no decision has to be rushed. Sometimes you just have to wait to pick the fruit at the right moment, and when you do, it tastes exactly as you hoped.

I hope that we will keep on challenging the way we design. And that it is not just about what, but also about why and how. Sometimes we should stop talking about if it would work and instead, just start doing it and let the end result speak.

That when emotion is combined with knowledge, a material such as steel can be described as warm and welcoming. And the insight I have had, was that for me it is also about the journey and not just about the end result.

I have several design ideas that are fully based on personal stories but also about making people stop, think and reflect. The industrial materials I will always like because they can give beautiful colors without using paint. But I will always choice the right material for representing the emotion.