Our Story:

1976:

"Where we come from, what we didn't have, we created ourselves, with our own imagination and our own hands.

From there comes our mission to empower people that anything is possible, somehow."

 

1994:

With proud roots in Ghent, after years of dreaming, drawing, inventing and making about anything in the garage, becoming a civil engineer seemed like the logical thing to do for Frederic Van Hoecke. Yet almost by coincidence (and very last minute) he chooses his real passion; Design.

​In 1994 he moves to study Industrial Design at the University of Antwerp and meanwhile eagerly takes the opportunity to also go and study in London at Brunell University. Meeting lots of new friends around the world and fresh ideas, these are complete eye openers.

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1999:

Frederic graduates successfully in 1999 and some working experiences follow at industrial design offices such as Pars Pro Toto and Bailleul, and with more artistic designers such as the famous minimalist Maarten Van Severen, Hans De Pelsmacker and Jos Devriendt at Light.

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2001:

This makes a big impression and in 2001 Frederic quickly sets up as an independent senior designer and stars working for the renowned design agency Creneau International. Here he is independently creative responsible for numerous successful and commercial driven projects in an international and very Rock 'n Roll context. He is involved in the world of Shops, Fashion, Bars, Restaurants, Events and Hotels. 

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2005:

He even pioneers in the first Hotel projects for the then new Creneau Dubai office.​ As well as at some other agencies, these are all great learning experiences. By participating in those many projects, by standing in the front line, and by experiencing all those fantastic clients and colleagues, Frederic learns the tips & tricks of how Retail and Hospitality really works.

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2008:

Frederic earns his spurs in the design world, yet is even more fascinated by Empowering People and by Visions for today's real world. Therefore it is time to change the setting; In 2008 Frederic finally starts his own Design Studio Seed to make even more people and brands bloom by creating connecting stories and designs.

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2016:

Our innovative Raise The Bar concept around Europe was recognised by the Starwood Hotels Global Marketing Awards. This brought a spotlight on our vision of modern tangible storytelling, combined with first of all basic and timeless guest experiences.   

Some other key moments were with the people of VF Jeanswear, Jet Import, Queen A Hotel, Fernand Obb, and Marriott Hotels.

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2018:

Next to many Conscious Retreats, an invitation to visit Korea and live life with Korean friends, add yet another layer. Experiencing first hand how a seemingly creative chaos, gives space to a unique blend of technology, culture and nature, give more rest, zen and a search for real meaning to the creative work. 

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2021:

This also results in going back in a way to the roots, via the Academy of Antwerp and setting up a creative Atelier to make even more personalised artworks, and objects again by hand. Sometimes for your projects, sometimes just for the sake of creativity. Frederic also starts moving and living weekly between Antwerp & Brussels, mixing up more and more both Flemish and French cultures, projects and friends.

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2025:

Today, Studio Seed has grown into a Scalable Team of passionate, talented, and experienced professionals and partners. With the knowledge of a big agency, and the personal flexibility of a small studio. Key projects are Moxy Antwerp, Aloft Brussels, Monte Marcella & Martens Hout.

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In this fast changing world, we choose projects in which we can make impact as real people for real people. We create, with our heads in the clouds and yet our feet on the ground, pragmatic, challenging timeless, and authentic concepts for you. To empower people that anything somehow is possible.

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Together we launch your projects to the stars! 

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