Sjoerd Vroonland runs his own furniture label Vroonland and designs furniture and interiors for other labels, projects and private customers. He is a master of revised crafts. Best known for his “extension chair” that became an instant icon of the Dutch Design label MOOOI. Soon to be best known as designer of the first 44 piece collection for the new design label REVISED. At age 16 his life changed. The day he entered the wood workshop in college and got his hands on a piece of oak, something clicked between his head, heart and hands. He was able to apply and express himself in a way he had not known until that moment. Sjoerd discovered that his native language was wood, not words. This experience set Sjoerd on a lifelong journey of discovery and experimentation. Creating dialogs between legacy craft, high-tech innovation and modern day living. As a designer he is always thinking on two fronts: sincere construction and sensorial experience. Using form language to show simply how a piece is made. While at the same time engaging all the senses by applying generous loving attention to detail in shape, material and touch.
Sjoerd Vroonland (1985) studied at the Hout- en Meubileringscollege (Wood and Furniture college) in Rotterdam. In 2005 he did an intership at Richard Hutten. After that he wanted to specialise in product design and decided to go to art school. In 2010 he graduated cum laude at the ArtEZ Academy with his collection ‘Revised Crafts’ and started his own furniture design label. First with a partner Arjan Vaandrager. Both their visions and knowledge in creativity and technology led them to create fresh and contemporary designs. In 2014 the design duo decided that Sjoerd would continue their vision on his own under the name Vroonland.