“Design means far more to me than merely shaping a product. I need to completely immerse myself in its history, understanding the motives and hidden desires that lie behind the product, in order to create my own individual version and interpretation.” Michael Schmidt’s projects are based on the core belief that design is a strategically important element in the successful market positioning of a brand.

After graduating from Stuttgart University, Germany he commenced his professional career at Mercedes-Benz in the Department of Advanced Design and Conception and at DesignWorX, where he redesigned the AUDI logo in 1994. In 1995 he set up his own design studio in Stuttgart. Michael Schmidt sees his role as a design author, turning stories into products. In addition to more than 40 international design awards, he was honoured in 2011 with the Aqua Cultura Prize for his achievements in the world of bathroom culture.