HEWI MAG / Design
Design that Connects – Holscher Design in Interview
A Collaboration Rooted in Shared Values and Universal Design
When two partners come together who share a strong commitment to thoughtful product design and high design quality, the result is solutions that truly improve everyday life. This is exactly what happened in the collaboration between HEWI and Holscher Design – a renowned and award-winning agency for strategic product design based in Denmark. With over 50 years of experience and deeply rooted in the Danish-Scandinavian design tradition, Holscher Design creates durable and functional products, always aiming to unite aesthetics, user-friendliness, and responsibility.
In this interview, the Holscher Design team talks about their close and inspiring collaboration with HEWI. At the heart of the conversation are shared values, a structured yet creative design process, and a strong commitment to quality, accessibility, and longevity. The development of the new HEWI baby changing table was a particularly exciting project – shaped by a clear focus on functionality, everyday usability, and intelligent design.
From your perspective, what makes the collaboration with HEWI special — in terms of values, processes, or communication?
HEWI is a special brand—renowned for its high-end German quality and strong design heritage. For Holscher Design, HEWI represents a premium partner, known for its close collaboration with designers, professional processes, and clear communication. This partnership is built on mutual respect and a shared commitment to excellence, making the collaboration both seamless and inspiring.
HEWI is well-known for its commitment to Universal Design — how did that influence your design approach?
HEWI’s Universal Design philosophy aligns closely with our own way of working and thinking. This common ground allowed us to approach the project with a unified vision, ensuring that accessibility and aesthetics go hand in hand.
Can you share more about the specific product developed with HEWI — and what design challenges it addressed?
The baby changing table developed with HEWI reflects a thoughtful response to a complex design brief. Intended for public and semi-public environments, it needed to meet rigorous safety standards, offer intuitive usability, and maintain a clean, understated aesthetic. Rather than making bold design statements, our focus was on creating a solution that quietly supports everyday needs with reliability and care.
We also integrated subtle yet practical details, such as side hooks and a rear clamping compartment for wipes or utensils. These elements enhance usability while keeping the design clean and unobtrusive. The result is a product that embodies Universal Design principles—accessible, hygienic, and built to last.
About the Design Process
What does a typical design project look like at Holscher Design — from idea to market launch?
At Holscher Design, every project is a journey—from initial dialogue to final launch. Our process is structured yet flexible, allowing creativity and precision to coexist.
- Dialogue & Briefing
We begin by immersing ourselves in the client’s world—understanding their vision, market, and goals. Together, we define a clear brief that outlines functionality, user needs, brand positioning, and technical or regulatory requirements.
- Research & Insights
Our team conducts in-depth market research, user studies, and competitive analysis. These insights reveal user behaviors, emerging trends, and innovation opportunities—forming a solid foundation for concept development.
- Concept Development
We explore a wide range of design directions through sketches, models, and digital mockups. Concepts are evaluated in close dialogue with the client, balancing aesthetics, function, production feasibility, and sustainability.
- Design Refinement & Prototyping
Selected concepts are refined into detailed 3D models and physical prototypes. We collaborate with engineers and production partners to ensure technical feasibility and uncompromising quality.
- User Testing & Validation
Prototypes are tested with users and stakeholders. Their feedback is essential in fine-tuning the design—ensuring it meets both functional and emotional needs.
- Final Design & Documentation
Once approved, we deliver comprehensive documentation: 3D CAD files, material specifications, finishes, and brand elements. This ensures a smooth handover to production.
- Production Support & Market Launch
We stay involved through the production phase—supporting tooling, quality checks, and pre-series builds. We also assist with communication assets like imagery, storytelling, and launch materials to ensure a strong market debut.
WHAT ROLE DOES SUSTAINABILITY PLAY IN YOUR DESIGN APPROACH — ESPECIALLY FOR LONG-LASTING PRODUCTS LIKE THIS?
Sustainability is a cornerstone of our design philosophy. We prioritize the use of responsible materials and encourage our clients to do the same. Our goal is to guide each project toward a more sustainable direction—balancing aesthetics, functionality, and long-term environmental impact. For long-lasting products, this means designing not just for today, but for decades to come.
On Holscher Design’s Philosophy and Signature
What does it mean to you to be ‘deeply rooted in the Danish-Scandinavian design tradition’? How does that manifest in your projects?
Being deeply rooted in the Danish-Scandinavian design tradition means embracing simplicity, functionality, and timeless aesthetics. It’s about designing with purpose—where every detail serves a function, and nothing is superfluous. We respect craftsmanship, use honest materials, and design for longevity rather than trends. This mindset is embedded in everything we do—creating solutions that are not only beautiful and intuitive but also responsible and enduring. It’s not about looking back—it’s about carrying forward values that continue to shape meaningful, sustainable design today.
Is there a core design belief or philosophy that shapes every project you undertake?
Absolutely. At Holscher Design, we believe in creating solutions that are beautiful, intuitive, and responsible. Every project is guided by a commitment to clarity, purpose, and enduring value—ensuring that our designs stand the test of time, both functionally and emotionally.
Looking Ahead
What trends do you currently observe in the field of product design?
We’re seeing a powerful shift in product design—one that places sustainability, longevity, and user-centric innovation at the forefront. More than ever, designers are being called to create products that are not only functional and beautiful but also responsible.
One of the most significant trends is the move toward circular design, rethinking materials, production methods, and product lifecycles to minimize waste and maximize reuse. This aligns closely with our own philosophy of designing for durability and timelessness, rather than trends.
Another key trend is the integration of emotional durability—creating products that people form lasting connections with. This means designing with empathy, storytelling, and purpose, so that products are cherished and kept, not discarded.
We also see growing interest in modularity and repairability, allowing users to extend the life of products through easy maintenance or upgrades. This is especially relevant in sectors where longevity is a core value, such as architecture, healthcare, and public infrastructure.
Finally, digital integration is reshaping how we think about interaction and functionality. Smart features are becoming more intuitive and seamlessly embedded—enhancing user experience without overwhelming it.
At Holscher Design, we view these trends not as challenges, but as opportunities to push design forward—creating solutions that are not only innovative and elegant, but also deeply responsible.
Thoughtful Design – The HEWI Baby Changing Table
When everyday practicality, clear design, and hygienic safety come together, products are created that noticeably ease daily routines. A prime example is the new baby changing table developed by HEWI in collaboration with Holscher Design. The wall-mounted design with controlled lowering is particularly well suited for public and semi-public spaces with limited room. Thoughtful details enhance comfort: integrated side hooks provide space to hang bags or jackets, while a practical clamping compartment on the back keeps wet wipes and other essentials within easy reach. The non-porous, antibacterial surface ensures easy cleaning and meets the highest hygiene standards. The result is a product that genuinely simplifies everyday situations – safe, hygienic, and user-friendly by design.
